![]() Innovators in the visual arts and lithographic process-such as French printing firm Rouchon in the 1840s, Joseph Morse of New York in the 1850s, Frederick Walker of England in the 1870s, and Jules Chéret of France in the 1870s-developed an illustrative style that went beyond tonal, representational art to figurative imagery with sections of bright, flat colors. Artistic credit tended to be assigned to the lithographic company, as opposed to the individual artists who usually performed less important jobs.Ī coin from early 6th century BC Lydia bearing the head of a roaring lion with sun rays Consultancies and trades-groups in the commercial arts were growing and organizing by 1890, the US had 700 lithographic printing firms employing more than 8,000 people. The arts were expanding in purpose-from expression and decoration of an artistic, storytelling nature, to a differentiation of brands and products that the growing middle classes were consuming. Simultaneously, typography itself was undergoing a revolution of form and expression that expanded beyond the modest, serif typefaces used in books, to bold, ornamental typefaces used on broadsheet posters. 600 BCE), trans-cultural diffusion of logographic languages, coats of arms, watermarks, silver hallmarks, and the development of printing technology.Īs the industrial revolution converted western societies from agrarian to industrial in the 18th and 19th centuries, photography and lithography contributed to the boom of an advertising industry that integrated typography and imagery together on the page. Numerous inventions and techniques have contributed to the contemporary logo, including cylinder seals ( c. Etymologyĭouglas Harper's Online Etymology Dictionary states that the term 'logo' used in 1937 "probably a shortening of logogram". ![]() At the level of mass communication and in common usage, a company's logo is today often synonymous with its trademark or brand. By extension, the term was also used for a uniquely set and arranged typeface or colophon. ![]() "The" in ATF Garamond), as opposed to a ligature, which is two or more letters joined, but not forming a word. In the days of hot metal typesetting, a logotype was one word cast as a single piece of type (e.g. It may be of an abstract or figurative design or to include the text of the name that it represents as in a wordmark. Coat of arms of the Chiswick PressĪ logo (abbreviation of logotype from Ancient Greek λόγος (lógos) 'word, speech', and τύπος (túpos) 'mark, imprint') is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. Three logos: NASA, IBM by Paul Rand and the International Bureau of Weights and Measures. For other uses, see Logo (disambiguation). (Or sometimes a lettermark with a wordmark.) In this common type of logo, the wordmark can be above, below, next to, or inside of the symbol.This article is about the graphic mark or emblem. The symbol can now be used on its own, separated from the company name.Ĭombination marks pair a symbol with a wordmark. Over time, through repeated exposure, the symbol itself became associated with the brand. Most easily-recognized pictorial logos started out in a “lockup” with a wordmark company name. Pictorial marks are the opposite of wordmarks. Many fashion designers use handwriting wordmarks. They’re often stylized signatures representing brands that revolve around their founder. Handwriting-inspired logos feel personal. These casual scripts are less polished and more irregular. Scripts can look elegant and refined (think wedding invitations) or retro (think old-school baseball logos).Ī subset of script lettering is handwriting. Script wordmarks echo cursive writing or calligraphy. Logos without serifs look modern and clean. Logos made from serif lettering (where the strokes of the letters have small lines or wedges at the ends) look formal and traditional. Wordmarks can be classified according to style. Don’t be tempted to think “somebody just typed out that name in a font.” Good wordmarks are carefully crafted to have a visual rhythm throughout the word, balancing white space, line weights, and the way the letters interact with each other. The brand’s name is represented by typography, without including a symbol or picture. ![]() Wordmarks are logos made of… wait for it… words. Whether you call them monograms, initials, or acronyms, they’re in the same category. Lettermarks are just what they sound like: logos that are made of letters. Here’s a roundup of four different types of logos: lettermarks, wordmarks, pictorial marks, and combination marks. Examples of logos can be useful for clients during a brand identity project.
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