Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 1 Identity Marks in Design What is an identity mark? A mark is a visual symbol that provides an advertising identity to a company, service, business, manufacturer, or individual. Successful identity marks visually communicate goals and attitudes as well as the personality of the client they are designed for.

Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 2 Identity Marks in Design 6 Types of Identity Marks Logo: a visual mark that can easily be displayed with or without text. Pictogram: an internationally understood symbol representing an object or person.

Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 3 Identity Marks in Design 6 Types of Identity Marks (cont.) Logotype: a formal text that actually names the client and is associated with the identity and spirit of the client; it may be used in conjunction with a logo. Initials: letters of a company Pictorial: objects symbolizing client Abstract: non-pictorial images symbolizing client Combination: any above used together GEO DEK

Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 4 Identity Marks in Design 6 Types of Identity Marks (cont.) Symbol: a sign or visual image that represents the client and may be textual or visual without depicting the client’s actual name. Pictorial Abstract Typographic V V V

Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 5 Identity Marks in Design 6 Types of Identity Marks Trademark: The legal name or signature of a client, followed by “TM” or “®” Combination Mark: displays both the visual symbol and text identity that can either be pronounced as a word or by initials only. name ® d e

Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 6 Identity Marks in Design The Purpose of Identity Marks It is to define a personality, spirit, or image, and to represent the client in an easily identifiable format. An Identity Mark should be original in concept and clearly portray what it represents.

Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 7 Identity Marks in Design The Needs of the Client and the audience to Consider The styles, shapes, and symbols used in the design need to match the image that the client wants represented. Timelessness of the design is important. It should work for all applications it is to be used with.

Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 8 Identity Marks in Design Other Design Considerations Create a clear, distinctive image. Design with impact. Use a good positive/negative shape balance. It should work well in both color and black-and-white. It should reproduce well at any size. A.L.O.A.L.O. Acoustic Light Orchestra