❖ The next few weeks we will be focussing on Logos, corporate ID, advertising,
and branding.
❖ By the end of this section you should be able make use of your understanding
of symbols, the gestalt principles, and the following units to be able to design
your own logo along with a corporate identity.
Logos
We are confronted with logos all the time. The three logos above are iconic and
there are very few people who would not know who or what these logos represent.
The simple graphic shape/s that make a logo can be a powerful message that more
than often commands global recognition and transcends language. (do not write)
Complete the following notes: (textbook pg. 191)
A good logo is a strong, simple image that represents the core of a company or
product. For symbols to be effective as logos, they should:
• Be easily and quickly recognisable
• Be memorable
• Be simple in colour use
• Remain clear when reproduced in small sizes or in black and white.
Criteria for a good logo or trademark:
1. Easy recognisable font, with enough information to make instant sense.
2. Colour, line, form, and shape must reflect the vision and mission of the product or
service.
3. Good composition.
4. Clear, understandable message to target market,
5. Enough information and timeless.
6. Original and functional
7. Must be able to pronounce trade names easily and must be understandable in all
relevant languages.
8. Immediate recognition.
9. Application of logo on different mediums like embroidery, printing and digital uses
without losing original identity.
10. Must be economical for reproduction purposes. Full colour logos can be
expensive to reproduce.
