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The history of logo design and logos dates back to Greece in ancient times. The word "logo"
means a name, symbol or trademark designed for easy recognition. Logo design history had it's
humble beginnings as a cipher consisting of a single letter, and later a design or mark consisting
of two or more letters intertwined. The cipher may be either all the letters of a name, the initial
letters, or the surname of a person for use on stationery, business cards, or elsewhere.

Many early Greek and Roman coins bear the monograms or logos of rulers or towns. The most
famous of these early logos is the sacred monogram, which is formed by the conjunction of the
first two Greek letters of XR, S, T, O, and S; (Christ), usually with the A (alpha) and O; (omega)
of the Apocalypse on each side of the coin. The Middle Ages were extremely prolific in inventing
ciphers for ecclesiastical, artistic, and commercial use.

In the thirteenth century, logo design evolved from simple ciphers to trademarks for traders and
merchants. These early examples of logo design includes masons marks, goldsmith's marks,
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Graphical – Nike, Napster

Text/Word-based – Paradigm Architects, Disney, Campbell’s
Mixed graphics and type – Post-it, Jorco Coffee
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Legibility – will the logo look good on a business card and a billboard? (small vs.
large) Name of business should be legible – make sure to choose a font that will
translate well in a smaller size.

Memorability – logo stays in the forefront of clients’ minds; they will remember
your business next time
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Marketability – is it meaningful?

Tone/mood – coordinate color, type, and graphics to set the tone/mood you’re
trying to convey
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Uniqueness – does it stand out from the crowd? For example, if everyone in
your industry uses a particular symbol (i.e., travel agencies often use globes in
their logos), try to use something else ­that way, your logo doesn't just look like
everyone else's.

Scabability - so that your logo looks equally good on both a business card and
on a sign for your business (or a billboard!), and at every size in between. Your
business's name should be legible at different logo sizes ­be sure to choose a
font that is easily readable.

*FED EX fun fact – Have you ever noticed how the space between the E and x
make an arrow? It was done on purpose by the designer to subtly illustrate
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Differentiation - between the colors in your logo ­and not just in terms of hue,
but in terms of value as well, so that it translates well either to black and white
or grayscale

Unity - among the different elements in the logo. The logo must fit together as a
single unit, and not just appear as a jumble of elements pasted together.
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Portrays an image – what message does it spread about the company’s image?
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Mix clip art and type – but be sure the art and type have the same
look/feel/tone/identity.
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ANSWERS to logos:
1) Mercedes
2) BP
3) Chevy
4) Kraft
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ANSWERS to logos:
1) CBS
2) Levis
3) Target – Target has one the most recognizable logos and best branding of
any company
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When designing logos, create several looks with different color schemes, fonts,
etc. from which to choose.
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When designing logos, create several looks with different color schemes, fonts,
etc. from which to choose.
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When designing logos, create several looks with different color schemes, fonts,
etc. from which to choose.
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More cool logo examples.

Lighthouse Security – notice how the ‘o’ in lighthouse is created from the
graphic and the designer did not just use the letter.

Ridgewood Closets – notice the tight kerning of the letters. The W is actually
two V’s kerned tightly together. Also, notice the alignment of the company
slogan in respect to the graphic and company name.
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Consider using photo icons in place of the actual letter

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ANSWERS to logos:
1) Mercedes
2) BP
3) Pepsi
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Company is about love – heart, amor (fictitious online dating service?) It’s
about love … heart … maybe online dating service
Tone is serious, means business – but at the same time loving, care-free
Works? Heart, free-flowing curve that keeps the text on both sides of the heart
together
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Company sells what??? What are they promoting? If you have a dragon with
bad breath, bring it to us?
Tone is strong, bold – but font doesn’t project that
Needs improvement? Font choice, dragon graphic, bold/dark circle graphic
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ANSWERS to logos:
1. Mercedes
2. BP
3. Chevy
4. Kraft
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ANSWERS to logos:
5. Browning
• Quaker Oats
• CBS
• Levis
• General Mills
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