Chapter 6
Logos/Symbols/Pictograms
Objectives (1 of 3)
• Learn the definition of a logo and the
types of logos.
• Realize the logo as keystone of a visual
identity.
• Address the spirit of the brand, group, or
social cause.
• Design logos with relevance to an
audience in mind.
• Choose fonts appropriately and creatively.
• Understand the use of a logo in letterhead
and stationery applications.
Objectives (2 of 3)
• Become acquainted with practical
considerations of logo application.
• Learn historical periods and
connotative meaning as applied to
choosing fonts for logo design.
• Become familiar with fundamental
ways of depicting logos.
• Develop a logo design concept with
major considerations in mind.
• Study the definition and potential
meaning of a symbol.
Objectives (3 of 3)
• Recognize the various possible
configurations of a symbol.
• Grasp how professionals utilize design
nomenclature.
• Learn the definition and purpose of a
pictogram and pictogram system.
• Communicate meaning through logo,
symbol, and pictogram design.
• Convey information through pictograms.
• Design an elemental visual.
• Skillfully combine type and visuals into a
coherent unit.
• Design logos, symbols, and pictograms.
Definition of Logo
• A logo is a unique identifying
symbol.
• A logo also is called a brandmark,
mark, identifier, logotype, or
trademark.
Types of Logos (1 of 6)
• Logos can
take the form
of a wordmark.
– Wordmark
(also called
logotype) is
the name
spelled out in
unique
typography
or lettering.
Logo Designer:
Martin Holloway
Types of Logos (2 of 6)
• Logos can take the form of a
lettermark.
– The logo is created using the initials
of the brand name.
Logo Design firm:
Bernhardt Fudyma Design Group
Types of Logos (3 of 6)
• Logos can take the
form of a symbol mark
-- an abstract or nonrepresentational visual
or a pictorial visual.
– An abstract symbol
mark is a
representational
visual with an
emphasis on the
intrinsic form, an
extraction relating to
Logo Design firm:
a real object modified Red Flannel
with an abstract
emphasis.
Types of Logos (4 of 6)
– A nonrepresentational
or non-objective
symbol mark is a
visual which is a
non-pictorial
visual that
symbolizes the
brand or social
cause, one that
does not relate to
a person, place,
activity, or an
identifiable
object.
Logo Design firm: Segura Inc.
Types of Logos (5 of 6)
– A pictorial symbol mark is a
representational image that symbolizes
the brand or social cause; it relates to an
identifiable person, place, activity, or
object.
Logo Design agency:
Kessels Kramer
Types of Logos (6 of 6)
• Combination mark
– A combination of words and
symbols
Logo Design firm:
Liska + Associates Inc.
Logo and Visual Identity
• A logo plays a key
role in the visual
identity of a brand,
social organization, or
company.
• A visual identity is the
visual and verbal
articulation of a brand
or organization
including all pertinent
design applications,
such as, letterhead,
business card, and
packaging, among
many other possible
applications.
Visual Identity Design firm:
Ideograma
Identity Standards Manual
• Sets up guidelines for how the logo
is to be applied to numerous
applications, from business cards to
point-of-purchase materials to
vehicles to web sites
Applications for a Logo
• A logo should work for all necessary
applications.
– Packaging
– Stationery (letterhead, business card,
envelope)
– Signage
– Advertisements
– Clothing
– Posters
– Shopping bags
– Menus
– Forms
– Covers
Stationery
• A staple of any visual
identity is
stationery/letterhead.
• Most designers
position information
at the head, or top,
of the page, which is
why we call it
letterhead.
Stationery Designer:
Tommy Ratliff
Practical Considerations for
Stationery Design (1 of 3)
• The weight of the paper is very
important because the letterhead
and envelope must stand up to
typewriters, computer printers, pens,
and markers.
• Letterhead must be sturdy enough
to withstand being folded.
• A business card is usually inserted
into one’s wallet and therefore must
be a heavier weight paper than the
letterhead.
Practical Considerations for
Stationery Design (2 of 3)
• When choosing paper, think also
about:
– Texture
– How the color of the paper will work
with the ink’s color
– Whether the shape will fit into a
standard envelope
Practical Considerations for
Stationery Design (3 of 3)
• Papers and envelopes come in
standard sizes.
• A business card should be of a size
and shape that fits into a wallet.
• Know about printing processes; visit
a good printer.
Font Choices
• Choosing a font for a logo should be
based on:
– Both form and expression
– Denotative meaning of the font and
the connotative meaning (heritage,
voice, expressive meaning)
Depicting Logo Shapes
• Fundamental ways of depicting shapes or
forms to make form-making easily
comprehensible:
– Elemental form: Line or flat tone used to
reduce an image or subject to stark
simplicity
– High contrast: Depiction of forms based on
extreme contrast of light/shadow falling on
a three-dimensional form
– Linear: Line used as the main element to
depict or describe shape or form
– Texture or pattern: Line or marks used to
suggest form, light, texture, pattern, or
tone using hatch, cross-hatch, crosscontour, dots, smudges, etc.
Major Concerns
• Concept
• Expression
• Graphic design
Symbol (1 of 2)
• An essential (uncomplicated) visual
that represents something else – an
idea, concept, or another thing – by
association
Symbols (2 of 2)
• A symbol may be designed in any of the
following configurations.
– Pictorial symbol: representational image of
an object or objects
– Abstract symbol: an emphasis on the
intrinsic form of a representational image,
an extraction relating to a real object but
modified with an abstract emphasis
– Non-representational symbol: a nonobjective or non-pictorial visual
– Typographic symbol: letter(s) or word(s)
Pictograms
• A simple picture denoting an
object, activity, place, or person
Wayfinding Signs
• Wayfinding signs and systems are
used internationally to assist and
guide visitors and tourists to find
what they are looking for in
museums, airports, zoos, and city
centers.
Summary (1 of 4)
• A logo represents and embodies
everything a brand or company signifies,
providing immediate recognition.
• Logos can take the form of a wordmark, a
lettermark, a symbol mark, or a
combination mark.
• A logo plays a key role in the visual
identity of a brand, social organization, or
company.
– A visual identity is the visual and verbal
articulation of a brand or organization,
including all pertinent design applications.
Summary (2 of 4)
• A standard manual is a guide to the use
of the logo, ensuring recognition and
guarding the logo’s value.
• There are some fundamental ways of
depicting shapes or forms.
• A logo must be designed appropriately in
terms of style, type, shapes, and symbols
to express the spirit or personality of the
product, service, or organization.
• Learning historical periods and
connotative meaning as applied to
choosing fonts for logo design allows for
greater expression.
Summary (3 of 4)
• A symbol is an essential visual that
represents something else – an idea,
concept, or another thing – by association.
A symbol may be designed in a number of
configurations.
• Though nomenclature varies among
design professionals and clients, most
designers might agree that a symbol
carries greater connotative and
associative meaning than a sign.
Summary (4 of 4)
• A pictogram is a simple picture
denoting an object, activity, place, or
person; it is purely visual, nonverbal communication.
• Wayfinding signs and systems are
used internationally to assist and
guide visitors and tourists to find
what they are looking for in
museums, airports, zoos, and city
centers.