WHAT IS LOGO (unit 3)

Logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. At the level of mass communication and in common usage a company's logo is today often synonymous with its trademark or brand.
Logos are either purely graphic (symbols or icons) or are composed of the name of the organization (  a logotype or word mark). In the days of hot metal typesetting, a logotype was a uniquely set and arranged typeface.

HISTORY
Numerous inventions and techniques have contributed to the contemporary logo, including cylinder seals (c.2300 BCE), coins (c.600 BCE), trans-cultural diffusion of logographic languages, coats of arms,  watermarks,  silver hallmarks and the development of printing technology.
As the industrial revolution converted western societies from agrarian to industrial in the 18th and 19th centuries, photography and lithography contributed to the boom of an advertising industry that integrated typography and imagery together on the page. Simultaneously, typography itself was undergoing a revolution of form and expression that expanded beyond the modest, serif typefaces used in books, to bold, ornamental typefaces used on broadsheet posters.

The First logo to be trademarked was the Bass red triangle in 1876
The Arts and Crafts Movement of late-19th century, partially in response to the excesses of Victorian typography, aimed to restore an honest sense of craftsmanship to the mass-produced goods of the era.[10] A renewal of interest in craftsmanship and quality also provided the artists and companies with a greater interest in credit, leading to the creation of unique logos and marks.
By the 1950s, Modernism had shed its roots as an avant-garde artistic movement in Europe to become an international, commercialized movement with adherents in the United States and elsewhere. The visual simplicity and conceptual clarity that were the hallmarks of Modernism as an artistic movement formed a powerful toolset for a new generation of graphic designers "Less is more." Modernist-inspired logos proved successful in the era of mass visual communication ushered in by television, improvements in printing technology, and digital innovations.

Logos today
The current era of logo design began in the 1950s. A paradigmatic contemporary logo is the Chase Bank logo, designed in 1960 by Chermayeff & Geismar, considered pioneers of Modernist graphic design in the United States. The Chase logo was “the first truly abstract logo”  of the contemporary era. As would happen with many subsequent corporate logos, mass media advertising was used to link the logo with the bank in the public mind, while its simple, distinctive form, free of specific cultural or other connotations, was well suited to represent a complex, multinational corporation.
Today there are many corporations, products, brands, services, agencies and other entities using an ideogram (sign, icon) or an emblem (symbol) or a combination of sign and emblem as a logo. As a result, only a few of the thousands of ideograms people see are recognized without a name. An effective logo may consist of both an ideogram and the company name (logotype) to emphasize the name over the graphic, and employ a unique design via the use of letters, colors, and additional graphic elements.

Logo design
Logo design is an important area of graphic design, and one of the most difficult to perfect. The logo ( ideogram), is the image embodying an organization. Because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos.

Color is considered important to brand recognition, but it should not be an integral component to the logo design, which could conflict with its functionality. Some colors are formed / associated with certain emotions that the designer wants to convey. For instance loud primary colors, such as red, are meant to attract the attention of drivers on highways are appropriate for companies that require such attention. In the United States red, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with the health and hygiene sector, and light blue or silver is often used to reflect diet foods. For other brands, more subdued tones and lower saturation can communicate reliability, quality, relaxation, or other traits.

The logo design profession has substantially increased in numbers over the years since the rise of the Modernist movement in the United States in the 1950s. Three designers are widely considered the pioneers of that movement and of logo and corporate identity design: The first is Chermayeff & Geismar, which is the firm responsible for a large number of iconic logos, such as Chase Bank (1964), Mobil Oil (1965), NBC (1984), PBS (1986), National Geographic (2003) and others.
Due to the simplicity and boldness of their designs, many of their earlier logos are still in use today. The firm recently designed logos for the Library of Congress and the fashion brand Armani Exchange. Another pioneer of corporate identity design is Paul Rand, who was one of the originators of the Swiss Style of graphic design. He designed many posters and corporate identities, including the logos for IBM, UPS, and ABC. Rand died in 1996. The third pioneer of corporate identity design is Saul Bass. Bass was responsible for several recognizable logos in North America, including both the Bell Telephone logo (1969) and successor AT&T globe (1983).

Logo Design Process
Designing a good logo is not a simple task and requires a lot of involvement from the marketing team and the design agency (if outsourced). It requires clear idea about the concept and values of the brand as well as understanding of the consumer or target group as marketers call. Broad step in logo design process would be formulating concept, doing initial sketch, finalizing the logo concept, deciding the theme colors and format.
Psychology of Symbols
The effective design and use of a logo employs the understanding of human behavior. Whether cultural, or internal, people recognize and react to color, shapes, lines, fonts and other symbolic forms with emotions tied to their experiences.

Colors have a broad range of meaning according to different nations and cultures. A color could mean one thing in a particular setting, and something completely different in another.
People’s minds have been trained to recognize the motion of a line. Horizontal lines often communicate a leveled security. Vertical lines convey dignity, and diagonal lines are full of energy, suggesting either rising or falling, or movement in one direction or another.
By the early 21st century, large corporations such as MTV, Google, Morton Salt and Saks Fifth Avenue had adopted dynamic logos that change over time from setting to setting.
Internet Compatible Logos

A company that use logotypes (word marks) may desire a logo that matches the firm's Internet Address. For short logotypes consisting of two or three characters, multiple companies are found to employ the same letters. A "CA" logo, for example, is used by the French Bank Credit Agricole, the Dutch Clothing Retailer C&A and the US Software Corporation CA Technologies, but only one can have the internet domain name CA.com.

In today's interface adaptive world, the use of a logo will be formatted and re-formatted from large monitors to small handheld devices. With the constant size change and re-formatting, logo designers are shifting to a more bold and simple approach, with heavy lines and shapes, and solid colors. This reduces the confusion when mingled with other logos in tight spaces and when stretched and squeezed between mediums.