Logos and trademarks

G raphics theory

LogosLogos are symbols that convey a meaning...

They tend to be about a product or company and they are often made up of a picture combined with text

Some logos are so well known you can sketch them from memory, have a go at quickly sketching these logos:

• Adidas• Pepsi• Dominoes pizza• Lloyds TSB• BMW• Xbox 360

TrademarksTrademarks are registered symbols of a company.

For example: Nestle, Coca Cola and Pepsi produce different products and they use their name as their trademark

A company that produces a range of products and applies its name as a company trademark may develop a strong CORPORATE IDENTITY

ImageA logo must clearly communicate to the customer what type of product it is selling

Colours:

Colours can be used to indicate certain categories of product.

It is important to choose colours and images that do not offend minority groups as they can mean different things the world over

Denote hygiene and are associated with cleaning products

White Blue

Green Brown

Denote healthy/organic products

ImageUsing the right colours, have a go at designing a logo for the new cleaning

product,

‘STAIN-AWAY’

Or...

have a go at designing a logo for Asda’s new organic range of carrots

Denote hygiene and are associated with cleaning productsWhite Blue

Green Brown

Denote healthy/organic product

Name

The brand name is used to tell the customer what the product is about...

E.g. Cadbury’s ‘Crunchie’ bar is named that due to its crunchy filling.

Pictograms These are graphic symbols or signs which are used to inform us without the

need for words

This means they take up less space, however rely on everyone knowing what they mean...

Red signs often mean you are not allowed to do something

Where as blue signs often mean you must do something

Questions 1. What is a serif style lettering?

2. What do logos convey

3. What is a trademark

4. What is it known as if a company applies its name to many products under a trademark

5. What colours denote hygiene

6. What is a brand name

7. What is a pictogram

8. Draw me a serif style letter