Typographic Logo by wpr1947


A logo is an iconic symbol designed to represent a
company, organization, product, service, and
sometimes certain places.
Paul Rand (born August 15 ,1914 –November 26 ,1996 )

 Paul Rand is considered the father of corporate examples of his work were the
 UPS, IBM, ABC, Goodwill Industries and NeXT Computer .
Saul Bass (May 8 ,1920 -April 25 ,1996

  Saul Bass a graphic designer , but is best known for his design on
  motion picture title sequences , which is thought of as the best such
  work ever seen.

  During his 40-year career he worked for some of Hollywood's greatest
  filmmakers, including most notably Alfred Hitchcock , plus Otto
  Preminger ,Stanley Kubrick and Martin Scorsese . His most famous
  title sequence is probably the animated paper cut-out of a heroin
  addict's arm for Preminger's The Man with the Golden Arm .

  Saul Bass designed the 6th AT&T Bell System logo, that at one point
  achieved a 93 percent recognition rate in the United States. He also
  designed the AT&T "globe" logo for AT&T after the break up of the
  Bell System .

Brand slogans

Sometimes a slogan is included in the logo.

If the slogan appears always in the logo, and in the same graphic
shape, it can be considered as part of the logo.

In this case it is a brand slogan also called a claim, a tagline or
an endline in the advertising industry. The main purpose is to
support the identity of the brand together with the logo.

The difference between a slogan and a brand slogan is that brand
slogan remains the same for a long time to build up the brand's
image, while different slogans link to each product or advertising
Brand slogans sample
Color is important to the brand recognition, but should not be an integral
component to the logo design, which would conflict with its functionality. Some
colors are associated with certain emotions that the designer wants to convey.

For instance, loud colors, such as red, that are meant to attract the attention of drivers on freeways are
appropriate for companies that require such attention. In the United States red, white, and blue are
often used in logos for companies that want to project patriotic feelings. Green is often associated with
health foods, and light blue or silver is often used to reflect diet foods. For other brands, more subdued
tones and lower saturation can communicate dependability, quality, relaxation, etc.

Color is also useful for linking certain types of products with a brand. Warm colors (red, orange,
yellow) are linked to hot food and thus can be seen integrated into many fast food logos. Conversely,
cool colors (blue, purple) are associated with lightness and weightlessness, thus many diet products
have a light blue integrated into the logo.
Corporate identity (CI)

 A corporate identity (CI) is the "persona" of a
 corporation which is designed to accord with and
 facilitate the attainment of business objectives, and is
 usually visibly manifested by way of branding and the
 use of trademarks .
Logo design
Logo design is commonly believed to be one of the most important areas in graphic design ,
thus making it the most difficult to perfect. The logo, or brand, is not just an image, it is the
embodiment of an organization. Because logos are meant to represent companies and foster
recognition by consumers it is counterproductive to redesign logos often.

When designing (or commissioning) a logo, practices to encourage are to

• use few colors, or try to limit colors to spot colors
• produce alternatives for different contexts
• design using vector graphics, so the logo can be resized without loss of fidelity
• be aware of design or trademark infringements
• include guidelines on the position on a page and white space around the logo for consistent
• application across a variety of media
• do not use a specific choice clip-art as a distinguishing feature
• do not use the face of a (living) person
• avoid photography or complex imagery as it reduces the instant recognition a logo demands
• avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is
committed to being associated with any and all connotations such imagery may evoke

     • Easy to remember
     • Easy to production
     • Good in Black and White
     • Good in Small or Big Sizes
     • Unit, or group (no weak point)
     • Reflex business and service
Milton Glaser (born June 26, 1929)
Grid (page layout)
The grid is a two-dimensional structure made up of a series of intersecting vertical and horizontal axis used to
structure content. The grid serves as an armature on which a designer can organize text and images in a
rationalist, easy to absorb manner.
Punctuation                       General typography                  Uncommon typography
apostrophe (',‘)                  ampersand (&)                       asterism (⁂)
brackets ( ) ,[ ] ,{ } ,⟨ ⟩       asterisk (*)                        lozenge (◊)
colon (:)                         at (@)                              interrobang (‽)
comma (,)                         backslash (\)                       irony mark ()
dashes (‒,–,—,―)                  bullet (•)                          reference mark (※)
ellipsis (…,... )                 caret (^)                           sarcasm mark
exclamation mark (!)              currency (¤)¢,$,€,£,¥
full stop/period (.)              dagger (†) ( ‡)
guillemets («»)                   degree (°)
hyphen (-,‐)                      inverted exclamation point (¡)
interpunct (·)                    inverted question mark (¿)
question mark (?)                 number sign (#)
quotation marks ("' ,‗ ‘ ,― ‖ )   percent and related signs (%,‰,‱)
semicolon (;)                     pilcrow (¶)
slash/solidus (/)                 prime (′)
                                  section sign (§)
                                  tilde (~)
                                  umlaut/diaeresis (¨)
                                  underscore/understrike ( _ )
                                  vertical/pipe/broken bar ( |, ¦)

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