Exercise 1


"Logo's are used by different companies whose name is inimitable and exclusive." (http://contemporarylogos.blogspot.com/)


By utilising clever fonts and well thought out imagery the target audience can be led into recognising and remembering your brand identity - A good example of this is the Coca-Cola logo which as a typographic logo, has been able to reinforce its corporate identity and distinctive brand.






http://gra2173goldengrids.wordpress.com/page/14/



"Logo design has different aspects and we get to see logo designing of various types. Contemporary logo designing is one of the innovative type of logo designing.Contemporary logos are one of a kind since they involve breaking from the realms of logo design trends. These logos help you create a unique and memorable brand identity. If you logo is contemporary it will easily attract the attention of your target audience." (http://contemporarylogos.blogspot.com/)



10 contemporary logo's (their principles and style)


Although a logo may be small, its impact is far greater than its size - A logo gives the viewer the first impression of the business or rather the brand that the business associates itself with. Logo's have almost instantaneous effect, and the most memorable and impact-ful logo's effect the viewer within a couple seconds.There are no set of rules as to what a logo must look like however we can still analyse a few logo's in order to best understand why they are effective.






We will examine and "crit" 10 logo's on








1.



http://creattica.com/logos/barzona-films/27590








Barzona FIlms is a conceptual design made by Sean Heisler for porfolio purposes - The logo doesn't actually belong to a film studio however we can still examine whether or not it is an effective design.



Consider the size and shape of the image. Very tall or very wide logos are not as visually appealing as more proportioned varieties. This logo is well proportioned and makes use of space effectively - The size of the logo is not too big or misshapen, one is easily drawn to and not overwhelmed by it.
When viewed alongside other related logo's or ads, does this ad stand out? The use of colour and simple imagery (illustration), the logo is effective in drawing in the viewer and communicates as a film company as well as others. The logo is striking and is appealing to the eye. when compared to similar logo's like Miramax's logo, we can see that the logo is equally effective and even more so due to the cow illustration accompanying it.





http://cdcfd.wordpress.com/category/year-1/professional-practice/page/2/

h ttp://smashfreakz.com/2012/10/film-logo-design/
The simplicity of the logo similar to Turtle Films' logo has an equally effective tone. Although the 3 logo's communicate a different tone, the Barzona logo could be equally as memorable and stand out amongst other designs.

The reproducibility of the logo - This logo can be easily reproduced for either a website or a letterhead - the rectangular shape of the design would not cause any problems and could be easily used in all formats of advertising or media whether it be a billboard or a business card. The logo is just as effective in greyscale or b/w.
The font is simple and clearly legible however in small format it may become difficult to read due to the blocky thick typeface. however the font is striking and legible, and attractive.
When considering the number of elements, we can note that a simple design such as the Barzona Films one is simple and when reproduced would not cause any difficulty. Instant appeal is not lost, and the viewer doesnt have difficulty in working out the message or deciphering the elements within the design.
This logo however could not stand the test of time. The logo is very modern and makes use of no "classic" elements or use of line etc. The modern and clean style may not be as appealing as trends turn and change - logo's that represent current trends and fads become less appealing over time.
When separating the elements and viewing the logo without the text, it doesn't clearly communicate the that it is a film company. The illustration don't portray clearly that it is a film company.
2.







Rosso, an Italian word that means red, is a fine Italian restaurant that belongs to Shangri-La Jakarta.
Consider the size and shape of the image. Very tall or very wide logos are not as visually appealing as more proportioned varieties. This logo is large and striking, its size is eye catching, coupled with the striking red, one cannot help but look at it. the size and shape of the design may have been more effective had it been a white backdrop with red writing. the large red block that houses the main elements of the logo is a little overwhelming
When viewed alongside other ads/logo's - This logo stands out in a dramatic fashion when compared to other restaurant and fine dining logo's however it doesn't communicate as a restaurant as effectively as other logo's may.

http://kurzal.com/





http://freshdps.blogspot.com/2012/08/as-longstanding-supporter-of-ours.html
The logo is modern and trendy, it can easily be reproduced for any media or format. The typeface chosen is not too thin or thick that it could be come illegible at different sizes and on different visual mediums.The logo could easily be repoduced for a letterhead or a website without any trouble.
When considering the number of elements - There are several elements within the logo; the imagery accompanying text, the text "Rosso" and the slogan "REDiscover the Passion, Alll 3 elements work effectively together however alone, they fail to communicate as a restaurant. The "Rosso" without the other elements is near impossible to work out is a restaurant name. The imagery on the left of the logo communicate little to nothing to do with a restaurant.
The modern trendy look and feel of the logo makes it difficult to tell that's its not only a restaurant but a fine dining restaurant - fine dining italian restaurants usually make use of very caligraphic and curvy typography in order to communicate that sense of class and regal nature about them, however the Rosso logo does not communicate this at all, but communicates a more trendy modern restaurant.
When separating the elements and viewing the logo without the text, it doesn't clearly communicate the that it is a fine dining restaurant.
3.







Mondrian Furnishings is a conceptual design by Kelly Oneill, for an imaginary company inspired by Piet Mondrian. Although the design isnt being used commercially , we can still examine it.
as with modern designs, the Mondrian Furnishings' logo is simplistic and landscape. THe design has evident and clear influence from Piet Mondrian's paintings. The simplicity of shape is appealing and easy on the eye, making it easy to decipher and understand.The service this company provides and the style is made evident in the logo - the logo effectively communicates the style and brand of the company.







http://www.hoshimo.com/rose-design-fine-furniture-logo/

http://www.andystone.org/go/portfolio/work/furniture-company-logo/index.cfm
When viewed alongside other furniture company logo's , the logo is lacking, and is not as effective in communicating that it is a furniture company as well as the other two do. The Leonard Peterson logo without saying that its a furniture company has a interior design/architecture element to it that is more effective than simply stating that it s a furniture company. The Rose Design logo is more striking with its imagery and black background
As with most modern designs, this logo can be easily reproduced on all formats without trouble. The logo will work just as effectively and easily on a letterhead as it would on a business card - and in grey scale the logo loses a little of its punch, however is still effective.
The thin typeface may become problematic at smaller sizes however it is clearly legible and easy to read. The font chosen is very easy to read and aides in helping communicate the elegant modern style that the logo incorporates (and is associated with the brand).
When the elements are separated, the Mondrian alone speaks solely of the artist and not of the furniture company, however we cant view this as a negative because the designer clearly intended this. The logo elements work harmoniously with one another thus cannot be viewed as separate elements.
The modern and trendy style associated with this logo is effective and I believe would stand the test of time because it represents a modern furnishing company, a company that associates itself with trendy designs.
The viewer can easily understand the message communicated by the logo and comfortably pinpoint what the business is "about".


4.







Mr Wok is a Chinese restaurant in America.




















Consider the size and shape of the image. Very tall or very wide logos are not as visually appealing as more proportioned varieties. This logo is well proportioned and makes use of space effectively - The size of the logo is not too big or misshapen, one is easily drawn to and not overwhelmed by it.
When compared to other logo's of similar businesses, I can comfortably say that this modern and simplistic design, stands out more. Yes, there is a loss of a traditional and old fashioned sensibility in the Mr Wok logo, that traditional and eastern restaurants usually adopt however in this case it proves very effective because it's abstract and different.

http://www.yummyorder.com/main/list.jsp





http://www.thelogofactory.com/daily_logo/index.php/logo-design-woking-the-talk/
this logo can be easily reproduced on all formats without trouble. The logo will work just as effectively and easily on a letterhead as it would on a business card - and in grey scale the logo loses a little of its punch, however is still effective.
The elements of the design can be easily viewed as seperate elements and are still able to communicate that it is oriental or eastern based. When viewing the illustration in the logo as a single element one gets the impression that whatever the product or service the company provides, it has to do with Asian or oriental culture.
The typeface works well with the style of the illustration and the modern approach taken by the designer. The typeface is simplistic and sharp, complimenting the curvy jagged nature of the illustration.



The reproducibility of the logo - This logo can be easily reproduced for either a website or a letterhead - the rectangular shape of the design would not cause any problems and could be easily used in all formats of advertising or media whether it be a billboard or a business card. The logo is just as effective in greyscale or b/w.


5.

http://123west.com/



123 West is a hotel/inn. The logo belongs to an Inn, in a laidback town in San Juan Island.
We can notice a common trend among contemporary modern designs forming. The designs rely on simplicity and clean backgrounds made of subtle gradients or flat colours. The use of multiple colours is non existant, most sticking to 2 or 3 colours at most.
123 West like most of the designs we have looked at, has no conflicting shapes, and is straight forward and simple, relying on neatness and simplicity to help attract and engage the viewer. The design is appealing in its simplicity and not difficult to read.
The font chosen works well with the laid back modern yet chilled vibe associated with the town.
Its plainly obvious that the logo speaks of an address and not simply the name of the place which is a clever and effective communication tool espescially since its an Inn.
In all formats and sizes the logo will work effectively - whether it be on a poster or a billboard - the typeface chosen works well in all sizes, and would not cause any problems whether it were scaled up or down.
However when compared to other logo's of a similar nature, the design lacks in communicating its message as effectively - The other logo's communicate far more effectively that they are resorts/Inn's. Without thinking about the style of the business that the logo represents, one can note that other logo's may be more striking and more effective in attracting the viewer.

http://www.hoteljobs.mu/employer





http://www.tryafrica.co.za/index.asp
The typeface works well with the style of the illustration and the modern approach taken by the designer. The chilled nature of the business and area that the business resides in is communicated effectively in the design while still remaining modern and trendy.
Due to the nature of the business i think this design would stand the test of time. The relaxed and modern style of the business is represented effectively in the design.





6.



https://www.facebook.com/thebodycluboforlando





The body Club is a fitness club found in America. It is a modern health and fitness centre.
"Very tall or very wide logos are not as visually appealing as more proportioned varieties. This logo is well proportioned and makes use of space effectively" - The size of the logo is not too big or misshapen, one is easily drawn to and not overwhelmed by it.

















As with most modern designs, this logo can be easily reproduced on all formats without trouble. The logo will work just as effectively and easily on a letterhead as it would on a business card - and in grey scale the logo loses a little of its punch, however is still effective.
When compared to other logo's - This logo stands out against other logo's while still communicating that it is a modern fitness centre. This logo has an edge over the others due to its use of colour.

http://www.probizdesign.com/portfolio.php





http://www.riveradventures.ca/fitnesscentre.htm
When we view the elements of the logo indicidually we can see that each element still communicates a modern sensibility and cutting edge feel to it - the seperate elements do not fail in any way to represent the brand.
In all formats and sizes the logo will work effectively - whether it be on a poster or a billboard - the typeface chosen works well in all sizes, and would not cause any problems whether it were scaled up or down.
Fitness Centre logo's stick to the same trend (showing a simplistic illustration of a figure exercising) and this logo succeeds in communicating that its a fitness centre, shows that its modern and up to date, without falling into using older trends.





7.




This is the logo of the computer chip manufacturing company Intel, the image shows the before and after of the logo - "For 37 years Intel had the same logotype indicating its relentless focus on consistency and stability as a brand. They didn't have to focus on re-branding and other management stuff because of their true pursuit of bringing excellent products to the market. They were instantly recognized for their technology excellence and product focus." (http://logolysis.blogspot.com/)
Visual identity of any brand does not only raise effective awareness of the product, but also assist in expressing the company’s mission and philosophy to the customers. As you can see the Toyota logo brilliantly and perfectly fulfils these qualities.
recently Intel changed their logotype and added some logo elements like the swirl around the font of Intel. This shows their evolution from a computer chip manufacturer to a more technology dynamics oriented company. The present logo has more dynamism in it and will stay true to the brand values of Intel.





When compared to other computer company logo's , its clear that it fits comfortably into the trend that they all share. The logo neither stands out nor is it overpowered by the others -it is simple and straight forward communicating as effectively as the other two that the company is progressive and reliable.
this logo can be easily reproduced on all formats without trouble.This logo like its predecessor will be able to stand the test of time, and maybe in the a couple decades go through another revamp however as it stands now, one cannot help but think that it will be effective in communicating the business' ideals and brand for a long time to come.







8.







Often referred to as the logo no one designed, the "I love New York" logo by Milton Glaser, this logo stands as the most widely seen and used logo of all time.
"letterforms are easy to read, but also friendly because of the face‟s rounded, unassuming, curved serif"
(http://www.academia.edu/1906674/The_Logo_No_One_Designed_A_Historical_Analysis_of_the_I_Love_New_York_Logo)
The fact that this logo is a puzzle, engages the viewer to solve it - this is a clever and simple tool used by the designer to engage the viewer on a deeper level






“ its construction allows it to be placed on a variety of materials andpromotions easily, even vertically without loss of effect”. I Love New York


is considered to be the first and most effective effort to brand a city.


9.







The Toyota logo, much like the company itself, is recognized as a paramount in the world of automobiles. The logo speaks of simplicity and elegance with a sleek look, upbringing style, attraction and philosophy all at one place.
The unique design of the Toyota logo not only symbolizes great quality but also ties the tradition of its founders by the Japanese culture behind it. The parallel ovals represent the company’s trust to its customers and a promise of satisfaction. (http://www.youtube.com/watch?v=ksmGnlxXL5s&feature=related)
Visual identity of any brand does not only raise effective awareness of the product, but also assist in expressing the company’s mission and philosophy to the customers. As you can see the Toyota logo brilliantly and perfectly fulfills these qualities. (http://logolysis.blogspot.com/)




10.







The Yahoo name, an acronym for “Yet Another Hierarchically Officious Oracle,” is a nerdy joke that probably shouldn’t have survived the nineties, but is far too familiar to change now. Its exclamation point is certainly one of Yahoo’s most distinctive brand elements. Given that “Yahoo!” is itself an exclamation, it’s not surprising that it is there. (http://www.emblemetric.com/)
One of the most fundamental dichotomies in logo design lies between angular and straight design elements and those that are rounded and curvilinear. While the former suggest qualities of precision, strength, and solidity, the latter are associated with softness, friendliness, and nature.