CORPORATE LOGOTYPE IDENTITY DESIGN & MARQUES · 2015. 3. 23. · They create magazine advertisements, television ads etc. This example I have found is a magazine advert for Coco Chanel

CORPORATEIDENTITYDESIGN

LOGOTYPE& MARQUES

CORPORATE IDENTITY DESIGN ANTONIA HALL

LOGO ONE AMAZON

Amazon opened to the public in July 1995 creating their original homepage online in August 1995. Their logo from before 1995 is unknown however from 1995 it was the letter “A”, with a path leading out of it. The colour of the logo were often changed and logotype was added to the marque. In 1997, the company updated the logo. They decided to discard the marque and use logotype. They used black and white and increased the size of the company name. In 1998, they changed it again however did not keep this new logo for very long as it was changed again in 1998. This is when Amazon changed from a book store to selling “books, music and more”. The newest and most up to date logo was designed and created in the year 2000. The 2000 Logo briefly lived as an animated logo. In the original animation, the arrow grew from left to right, from a to z. However this did not work so they kept it as an image. What I particularly like about the Amazon logo is the hidden message. Many do not see that the arrow travels from A to Z. They say they sell everything from A to Z. They have also designed the arrow to appear as a smile. Their slogan is “everything from a to z”. The 2000 logo was designed by a graphic designer named Turner Duckworth. The font used to create the Amazon logo is a hand crafted logo however the “.v” is font Helvetica. Amazon corporate colours are Black and Amazon Orange. No screens of either colour are allowed.If the logo moves to one colour, the smile will be black or white but never grey. The orange colour is Hex#FF9900 or RGB255/153/0. The black is Hex#000000 or RGB0/0/0.


1995 1997 1997 1998 1998 2000


AMAZON GIFT CARD

Amazon sell gift cards. These are a great idea as when someone is looking for a present but have no ideas, they can get a gift card which means they have to then spend the money on Amazon.

I think the gift cards look very smart and also . The logo has been simplified however it is still known and recognised.


AMAZON PACKAGING

I think that Amazon have great packaging. Every parcel they send out is in their personal packaging. You see Amazon parcels everywhere. The packaging is very simple yet extremely effective.

They include the logo on the job however they also use the arrow/smile from the logo and have it on its own. The logo is still recognisable without the type. By sending out all of their parcels in the Amazon packaging, their brand gets seen and recognised more and more which will result in more sales.


AMAZON PRODUCT IDENTIFICATION

Amazon sell many of their own products such as the Amazon Kindle and Amazon Prime. It is important that they include their logo on their products.

When designing their logo, they would have had to think about where the logo was going to go and whether it would work on products. This image I found is of a Amazon Prime Box and they have added their logo to the top of the box.


AMAZON ADVERTISING

Amazon create advertisements to sell their latest products and services. They mainly advertise online and through social network sites however they do also advertise on the television. This is an example of an advert a found which is promoting their kindle.

I noticed that most of their adverts do not include their logo. This is because their company is so popular that by just using their colours and fonts, the branding is instantly recognisable.


LOGO TWO LEGO

Lego was first created by the Lego group in 1934. They did not have a logo when Lego was created but they had a stamp which would be used to stamp all the shipping labels and other printing materials but never printed on the toys themselves.

It wasn’t until 1939 until the logo was used on wooden toys. This logo was then used for the next 10 years. In 1950, they designed a logo which was able to be printed onto plastic toys.

The logo was then evolved and changed many times until 1954 when they created their first oval logo. That logo was then adapted several times. The logo we see today was designed in 1973. It was however altered slightly again in 1998.

It was reproduced by the Lego Company. While the new logo was similar to the previous logo, it was given a “graphic tightening” in order to make the colours more visible over the internet.

1995 1997 1997 1998 1998 2000

The brighter colours and larger logo ensured that parents seeking that perfect toy for the holidays would not overlook the Lego logo. The colours chosen for Lego are very bright and attractive. These grab the attention of the audience and target the audience, young children.

The pantone colour for the yellow is 012 C and CMYK C0 M0 Y100 K0. The red pantone is Red 485 C and the CMYK C0 M100 Y100 K0. The font is hand crafted.


LEGOADVERTISING

Lego have created many adverts over the years to promote their product. This example is a very clean and simple poster however the brand is instantly recognisable. The logo is positioned in the bottom right corner. It is only small however very noticeable because of the bright choice of colours. The brand is extremely well known therefore they do not need to make the logo the main focus as the audience will know the poster is promoting Lego.


LEGORETAIL

As Lego increase in popularity, the number of shops they have opened has also increased.

This image I have found of a Lego shop window shows the shop sign which is their logo. Instead of using rectangle signs like most shops they have decided to go for a square sign as it fits in with their branding as the logo is square. With the shapes and the bright, bold colours, the shop is instantly recognisable.


LEGOPRODUCT

Lego were the creators and the founders of the world famous Lego bricks. It was important to be able to put their logo on all of their products, including the individual bricks.

The logo has to be very simple as the bricks are small so therefore to make sure the logo is still recognisable and readable it needed to be as simple as possible. They only used to type however the logo is still recognisable because of their hand crafted font.


LEGOPACKAGING

Lego have always created toys for children. It is important to get the packaging right. It should attract the audience.

The packaging follow in the path of the logo with the bright, bold colours. The logo is in the top left corner of the box however it is bold enough to stand out although it does not need to be very large as even from a distance the logo is recognisable. Once again the bold colours of the logo make it stand out.


LOGO THREE CHANEL

Chanel has a very simplistic marque and I was very interested to know where it came from. The logo consists of two C’s interlocked. These stand for Coco Chanel. Coco Chanel designed the logo herself in 1925. It has remained unchanged since and is one of the most iconic fashion logos in the industry.

Another story states she came up with the logo idea that the interlocking C’s came from stained glass windows in an Aubazine chapel which featured interlaced curves. Black was the decided colour as it represented elegance and wealth. The font used for chanel is a logotype which has been hand crafted for the company. This makes the type individual and recognisable.


CHANELPRODUCT

Chanel sell a great number of products such as clothing, handbags, purses every year. They want their bags to be recognised to those who see them. It is important for them to get their logo on their products. Another reason it is very important to have the logo on the items is because Chanel is a good brand to be seen with. If you are seen with a Chanel bag you are thought to be wealthy and classy.

If the badge is visible on the product then customers will buy the item just so they can be seen with a Chanel product. The logo is very simple so works well in many materials which are presented on the products. On the example I found, it was a metal logo however they often stitch the logo on.


CHANELPRODUCTChanel is known for selling perfumes. Chanel is sold and is very popular and the reason it does so well is because of its label.

The customers all want a Chanel perfume. Chanel knew it was important to make the perfume bottle classy and elegant to match their brand and the audience. Rather than placing the Chanel marque on the perfume label, they have used the logotype.

The logotype is just as popular and well recognised as the marque so therefore using it was a good idea. It looks very clean and works well with the style of the bottle.


CHANELADVERTISING

Chanel do not advertise that often. However there are often adverts for their perfume. I think Chanel know that their customers are those with money and therefore their brand is the one to be seen with therefore the customers do not need to see advertisements in order to visit their shop. The perfumes however are more affordable for anyone.

They create magazine advertisements, television ads etc. This example I have found is a magazine advert for Coco Chanel perfume.

They use famous film stars or models for their ads which shows their wealth and style. As the film star is the main focus they place the logotype in the top right corner. For the perfume they seem to use the logotype rather than the marque itself so therefore they have stuck with that on their posters.


CHANELRETAIL

Chanel have many shops around the world. Their shop’s are often very modern and stylish or very classic and beautiful. In this example it is very modern.

On the store sign, they have used the logotype so that the customers can read however in the shop window and the displays they have the marque on display so if someone was to walk past, they would recognise the logo.


LOGO FIVE HSBC

HSBC have a very simple logo however it is known all over the world. HSBC announced in November 1998 that their brand and the hexagon symbol would be adopted as the unified brand in all the markets where HSBC operates. The reason for this was to gain recognition of the group and its values by customers, shareholders and staff throughout the world.

The hexagon symbol was originally adopted by the Hong Kong and Shanghai Banking Corporation as its logo in 1983. It was developed from the bank’s house flag, a white rectangle divided diagonally to produce a red hourglass shape.

The logo was designed by Austrian graphic artist Henry Steiner whose work also includes corporate identities for Westpac Banking Corporation, Hilton Hotels, Standard Chartered Bank, Dow Jones and Hyatt Regency.

The typeface on the logo is a customised typeface.

The colour of the logo is called HSBC Red. HSBC RedPANTONE® 1795For four-color half tone reproduction, the following percentages can achieve an acceptable match to HSBC Red:Magenta 94%Yellow 100%.


HSBCPRODUCTSHSBC do not have many products to place their logo onto however they have some such as the online security keys. The keys generate codes you need to be able to access your online account. They key is very small so therefore the logo can only be small.

The logo on the key is underneath the screen and only very small. It shows that HSBC have thought about how the logo will look when it is not very big. The logo is still recognisable.


HSBCPRODUCTCredit and debit cards are given to all customers at HSBC. It is important that the logo is on the card so the card is recognisable. Cash cards are only small so therefore the logo will be extremely small.

The HSBC logo works well at any size and its always instantly recognisable.


HSBCSIGNSHSBC own many branches which they have to place their logo on. The HSBC headquarters is huge building and it has the logo on the outside of it. The logo can be blown up and still look just as effective.

They also have other signs such as cash machine signs. Although their logo is not on all of their signs, their corporate colours are very well known and recognisable.


HSBCADVERTISINGHSBC often use billboards and ad shells to advertise their services. Here is one example of a bus shelter advertisement. Just by looking at the advert you can recognise that it is a HSBC advert.

The logo is not too large however big enough to be viable in the bottom m right corner. They have kept with the HSBC Red which helps the audience recognise the brand.

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CORPORATE LOGOTYPE IDENTITY DESIGN & MARQUES · 2015. 3. 23. · They create magazine advertisements, television ads etc. This example I have found is a magazine advert for Coco Chanel