1. How logos work | Theory

[Music] for a business a logo is like a personal stamp or signature it conveys a sense of professionalism and suggests the business can be trusted let's learn the language of logos [Music] when we ponder our personal identity we think about what makes us different in business a brand identity or logo reflects the organization's point of difference they build recognition and even loyalty where the audience is likely to return again and again to purchase the brand's products and services a logo is the starting point of a brand and sets a business on their visual path [Music] great logos just make sense they feel simple and unforced but as with most things that appear effortless a lot of energy thought and effort goes into their execution understanding logo categories helps us design and discuss them and consider why particular design decisions have been made a word mark is a text-based treatment of the business name it's where the business has decided that its name is the most important thing to be recognized and remembered the words are the logo and font is essential in conveying the vibe of the business for example history and importance are conveyed in the black letter typeface of the new york times logo the jeep word mark in a bold sans serif is simple functional and restrained the typography suits the style of car the coca-cola word mark is a free-flowing and energetic script tiffany and co uses an elegant and prestigious serif it could be argued that the particular shade of tiffany blue or the coke red is equally memorable [Music] a monogram is also a typographic treatment this time focusing on the business initials consider a very traditional monogram like when someone's initials are embroidered on a handkerchief something that is personalized has a special quality monograms are often used when the name of a business is a person's or family name the initials of someone's name plus that personalized special quality combined to give monograms of prestigious elite or luxury feel for example the initials of louis vuitton and coco chanel are represented in these very recognizable monograms such as the prestige of a monogram a brand might create one from only one initial the trick repeat the letter here are some examples from renowned fashion houses like givenchy and fendi monograms are suited to being placed on clothing and objects as they have a refined badge-like appearance for instance a team logo on a baseball cap modern monograms use the initials in any font or arrangement of letters bang and olufsen use an elegant sans-serif font and dynamic arrangement of letters in their monogram lg arranges the letters to symbolize a smiling face general electric more widely known as ge has used the same monogram for more than a hundred years volkswagen's simple stack of v and w has stood for 80 years with only small adjustments pictograms are derived from an image or icon the famous ones don't even need a business name alongside we know who they belong to for a large renowned organization this sense of familiarity is very important think of how immediately recognizable the nike swoosh is [Music] like monograms pictograms can be used at a very small size like on a mobile phone screen here they identify a brand without any surrounding information they're a refined image or idea possibly even a bit abstract more of a representation designed down to its essence the evolution of the instagram logo is a great example of this process of refinement today it's a representation of a camera rather than a literal image the apple logo has been refined in a similar way although it still looks like an apple [Music] understanding different logo types enables you to choose the best approach for clients however these categories aren't always clear-cut consider the toyota logo often considered a monogram because it's a t the logo is also a pictogram some see an abstract ball or a man and a cowboy hat but actually it's a word mark similarly the beats logo this is a letter b so it's a monogram but looking closely it's also a pictogram a representation of a head wearing headphones the fedex logo is a well-known word mark but have you ever noticed the clever pictogram within the arrow represents the forward-moving service that fedex provides it's okay if categories overlap or terms are used in different ways as long as you understand the concepts categories are useful tools a business often requires more than one they may require the business name spelled out but also want a monogram or a pictogram these can be used in different ways start looking around you being able to observe understand and discuss different types of logos is the first step in designing fantastic ones for your clients [Music] you

Channel: Canva

Views: 32,660

Keywords: Canva, Canva Theory, Free Course, Graphic Design Course, Graphic Design, The Basics of Graphic Design, Logos, Brand Identity, What is a Logo?, How to Make a Logo, How to Design a Logo, Brand Logos, Aspects of Logos, Logo Analysis, How to Stand Out with Logos, Logo Styles, Typography in Logo Design, Fonts in Logo Design, What is a Wordmark?, What is a Monogram?, What is a Pictogram?, Color in Logo Design, Creative Design, Famous Logos, What Logos Signify

Id: LaxpdUV9NyM

Length: 6min 9sec (369 seconds)

Published: Fri Nov 19 2021