Graphics Programs Reference
In-Depth Information
Logos and Logotypes
Two similar types of corporate identification are used today:
N
The Logo
A logo is an identifying graphic that may
or may not require additional text to make clear who the
company is and what it does. For example, Apple, Inc.,
uses the highly recognizable stencil of an apple with a
bite missing. Apple is often confident enough of their
logo that they don't need to “spell it out” and no text
accompanies the logo. McDonald's hedges (but might
not need to) by integrating the company name with the
golden arch silhouette logo; Dolby Systems and Arm &
Hammer use distinguishing graphics as their logos.
The Logotype
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A logotype spells out the name of a
company or product by customizing text with a simple
graphic, or occasionally not using a graphic at all but
commissioning a typeface for exclusive use. Google
is a perfect example of a corporate logotype: Catull,
a Roman serif font from the Berthold type foundry is
used to identify the Web giant. Microsoft used Helvetica
Black Italic for almost two decades as their logotype,
with that tiny notch missing from the first
o
. Perhaps
the most highly recognizable logotype is Walter E.
Disney Enterprises; the hand script opens Disney films.
Alternatively, Disney uses the mouse-ear silhouette as a
logo on several of their retail items.
F
IGURE
8-2
Logos and logotypes
depend heavily on a visual that
stands for the type of good or type
of company advertised.
If you can say it with a picture, text becomes subordinate
and you need to ask yourself whether the text is necessary.
Today we live by icons: icons are
internationally understood, and if a product
or company lends itself to the visual gestalt
of depicting exactly what a company does
instead of using text, you're well on your
way to designing a terrific logo. Figure 8-2
shows examples of fictitious company logos
and logotypes. The wedding photography
logo doesn't really need the text—the visual
message is internationally understood;
this logo might work better with the
photographer's name next to the logo.
