Logos

toc =**Logos**= Creating a logo in this day and age is very difficult. Basic design principles must be adhered to. The most important are line, colour, shape, and texture. For a strong logo, 1-2 colors maximum should be used. Different colors gives off different feelings of emotion. These colors also set the mood of the logo, and key information about the product. The texture of the logo determines the surface quality. For various logos, it can differ to portray a different meaning behind the logo. The shape of the logo will give off a various meaning to portray what the company is all about. (Szeto, 29)

=**3 Branches of Semiotics and the Relation to Logos**=

Semiotics is a strong part in the design of logos. There are 3 main areas of semiotics that can be used to explain and identify logos. They are Syntactic, Semantic and Pragmatic. The **Pragmatic** effect of a logo is the effect the image has on the target audience. Each and every logo that is designed is supposed to have a desired effect on the target market. This will inevitably allow the company to have an identity of who they are as a brand to the specific market. (Szeto, 33)
 * Syntactic** is the actual structure of the image. It is the physical design of the logo that exhibits color and directionality i.e) the plastic dimension of the logo.
 * Semantic** is the actual meaning behind the logo. This allows consumers to form their own meaning of the logo, so the consumer can have a personal experience with the logo.

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=**Good Logos**=

Having a good logo is a very difficult task to overcome. There are 6 different ways to achieve this task. The first and most obvious is to have a unique logo. This entails the logo to be different from different firms. The second is to maintain a high attention value of the logo. A good logo can be remembered after it has been represented. Description of the company and what they do as well as who they are must be present in the logo. This allows consumers to be able to tell what the company is all about. Tone of Voice is important because it is the specific way the logo speaks out to the consumer. Whether it be a aggressive/subtle, or an elegant logo, this can determine how the attention of the audience will be captured. Graphic excellence cannot be overlooked as well. The logo must look professionally created to earn any kind of respect for the company. This entails that it must hold some artistic of symbolic value. Along with this, reputation can provide identification because it extends to other products or services. (Szeto, 42)

Finally, Strong logos must share 3 characteristics. The first is that the logo should show preferred brand attributes and in its process cannot be overly boring, or cliché. The second is that the target audience must walk away from the logo with a positive notion about the company. Finally the logo must be consistent with the target market’s experiences with the brand. (Szeto, 41)

=**//__Bibliography__//**=

Ann Szeto. Design Thinking. Publication date N/A. Class Section Fall 2006. Lecture 3 PowerPoint Presentation. Microsoft PowerPoint.
 * PowerPoint Presentations**

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