CHAPTER Using Logos Digital Desktop Publishing ©2008Thomson/South-Western

Logo Image and text combined to identify a business or an organization Images ◦ Incorporated into business logos ◦ Business recognized by logo 2Digital Desktop Publishing: Chapter 20

Color Color ◦ Companies choose colors that reflect their identity Logotype ◦ Text included in a logo Digital Desktop Publishing: Chapter 203

Uses Slogans ◦ A statement alone can identify the company Challenges ◦ Logos most commonly used in letterheads, business cards, and envelopes ◦ Size differs in the logos, which causes challenges in designing business sets Digital Desktop Publishing: Chapter 204

Uses Letterhead ◦ Information includes name, address, phone number, logo, and sometimes web address ◦ Letters use 1” margins ◦ Watermark – Pale image or text imprinted into paper Business Card ◦ Size – 2” x 3.5” ◦ Design area -.125” margin on all sides ◦ Should include person’s name, job title, and person’s address Digital Desktop Publishing: Chapter 205 (continued)

Uses Digital Desktop Publishing: Chapter 206 Sample Letterhead (continued)

Uses Digital Desktop Publishing: Chapter 207 Sample Business Card (continued)

Uses Envelope ◦ Uses logo and company name ◦ Pay attention to mailing regulations when designing Digital Desktop Publishing: Chapter 208 (continued)

Uses ◦ Occasionally use templates that include a logo ◦ Some use signature that includes company information Digital Desktop Publishing: Chapter 209 (continued)

Uses Memo ◦ Much briefer than letters ◦ Logo and company information are usually in the upper portion of the document ◦ Designations included for To, From, Date, and Subject Digital Desktop Publishing: Chapter 2010 (continued)

Uses Other Documents ◦ Handouts, proposals, and reports ◦ Everything really Digital Desktop Publishing: Chapter 2011 (continued)

Business of Publishing Changing logos is something to think about carefully ◦ Takes months and sometimes years to develop awareness of the logo Can disrupt or eliminate public awareness Businesses spend countless hours and large sums of money making a final decision Digital Desktop Publishing: Chapter 2012

Proofreading Tips Think carefully about the colors and fonts chosen Tips for designing ◦ Allow time to separate from your design ◦ Have others give you their impression of color and font choice Digital Desktop Publishing: Chapter 2013

Workplace Ethics Distinctive logotype is part of the businesses’ brand Borrowing the logo is stealing something of more value than may appear on first glance Businesses can suffer if someone uses the logo in such a way that it detracts from the good image of the company Digital Desktop Publishing: Chapter 2014

Changing Workplace Names, logos, slogans, and other logotypes may not translate from English to other languages in ways that the designed expected. Colors have different cultural responses. Digital Desktop Publishing: Chapter 2015

Logo Examples My logo for Press to Impress Dry Cleaners