Graphic Design Lessons - A Short History of Logo Design
MILTON GLASER (b.1929)
'I Love New York', 1977
What is a Logo?
A logo is a sign, symbol, trademark or badge that conveys the identity or ownership of a product, company, campaign or concept in as memorable a way as possible.
How are logos used?
A logo can be used in many different forms, sizes and contexts. For example, the logo for a hotel could be printed on a letterhead or menu, embroidered onto a napkin or jacket, embossed on metal cutlery or illuminated as a huge neon sign on the side of the building.
What are the basic qualities of a good logo?
A logo should be simple so that it retains its clarity of design in different contexts. If it is too complicated, its details may be lost when it is reduced in scale. Also, a simple logo design is faster to read, easier to remember and consequently more instantly identifiable. The 'I Love New York' logo by Milton Glaser, one of the most reproduced logos ever, illustrates most of these basic qualities.
What is the main function of a logo?
A logo should convey an immediate and memorable identity and must connect with its target audience in a positive manner.