Page 66 - Art Attack Gr 9 LB SKU1007

A logo is an image that is specifically designed and chosen for a company, a product, a person or a
service. The logo represents that company, person or object. It is used consistently so that people will
begin to recognise it- it will become a symbol that communicates the name and brand of that
company or person.

A logo could be…

x The full name of the company or service written in a particular font
x The initials of the company also written in a particular font
x A recognisable image by itself
x A recognisable image combined with the name or initials
x An abstracted image by itself
x An abstracted image combined with the name or initials.

Find an example of each type of logo and paste it here:

A successful logo is:

x Unique- it must be completely original otherwise it cannot be legally registered
x Limited use of colour (not more than three colours and the neutrals) as colour is expensive to
print and too much can be distracting
x Easily readable from a distance- The font chosen should not be too elaborative and decorative
x Compact so that it acts as a unit, unable to disintegrate or merge with other compositional
elements
x Simple and eye catching so that it is easily identifiable
x It must express the company’s personality as well as its function
x It must be easily adaptable and transferable to various media and contexts
x It should attempt to be timeless rather than trendy as it will soon become outdated
x It should instil confidence in your customers
x It should technically not include clichés, yet this can work at times.

Find examples of two brilliant logos and two unsuccessful ones. Paste them down below. Create a
spider diagram around them, brainstorming their good and bad characteristics respectively.

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