Logotype

• Logotype:  a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition.... AKA:  LOGO
• A logographic language is Egyptian Hieroglyphics
• As the industrial revolution developed 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
• Consultancies and trade-groups in the commercial arts were growing and organizing; by 1890 the US had 700 lithographic printing firms employing more than 8,000 people
• As printing cost decreased, literacy rated increased, and visual styles changed, the Victorian decorative art lead to an expansion of typographic styles and methods of representing businesses
• By the 1950s, modernism had shed its roots as an avant-garde artistic movement in Europe to become an international, commercialized movement in the US and elsewhere
• LESS IS MORE; simplicity, difficult to perfect
• Real life people do not analyze logos
• Simple:  Easily recognizable, LESS IS MORE
• Memorable:  Based on simplicity
• Timeless: Last for many years and still be effective
• Versatile:  Works on tv, billboards, printed shirts, vector format
• Appropriate:  Should appeal for intended audience
• Four Color Process:  CMYK; technique when printing in full color
• Spot Color:  Method of specifying and printing colors in which each color is printed with its own color; effective when the printed matter only contains 1-3 colors
• Pantone Matching System:  Everyone uses these colors only when you are trying to design with spot color, books with swatched
• Combination Mark:  combining text of company name and visual together 
• Iconic/Symbolic:  Just a symol, very simplifies
• Wordmark:  whole name of the company
• The grid:  way of organizing content on a page