SYMBOLS AND MARKS.

A PICTOGRAPHis a graphic image that substitutes for words. Pictographs are used to inform and guide people who are unable to read a specific written language.

The advantage of a pictograph is that it can cross language barriers.

The disadvantage of a pictograph is that it can seem very abstract, and be confused with corporate marks.

A SYMBOL is a mark without type used to represent a person or organization. 

The advantage of a symbol is that it can be a creative and unique image which has an immediate impact on a viewer. 

The primary disadvantage of a symbol is that the relationship between the symbol and the entity it represents is seldom obvious and must be learned. This requires frequent exposure and time. 
Another disadvantage of symbols is that they can be confused with other unrelated marks or graphic images. 

A LETTERMARKuses letters, in type, as a means of representation, but not as pronounceable words. 

The advantage of a lettermark is that it can abbreviate a long company name such as 3M, instead of Minnesota Mining and Manufacturing. Also, since it uses type as a visual image, it uses a legibility code that people are familiar with. 

There are several disadvantages of using lettermarks. There is possible confusion with other groups of letters. The Pantone Matching System for color control developed by Frank Herbert in the 1970s was referred to as PMS long before other associations to those letters were formed, but other than design professionals and printers, most people do not associate PMS with the color match system. The letters by themselves do not make sense to people with out an explanation. A great example of this is the alphabet soup of acronyms in use by our federal bureaucracies. Since a lettermark is made of type, there is the possibility that it could be lost among so many other typographic images and be unnoticed.

A LOGO (LOGOTYPE) is a name of an individual or organization in type. 

A logo has the same legibility code advantage as the lettermark. Another advantage is that the logotype is a pronounceable word which gives it a definite phonic edge above a symbol. In the recent past, the rock singer, "Prince" legally changed his name to an abstract symbol which no one could remember or describe. He finally changed it back to "Prince" perhaps because he tired of being referred to as "The Artist formerly known as Prince." Logotypes are less abstractthat other marks because they are pronounceable words that can be descriptive. 

The primary visual disadvantage of logotypes is that they often have very complex figure/ground relationships. also, since logotypes are made with type, they can go unnoticed among other typographic images. Designers often make subtle alterations to the type used in a logo to increase uniqueness.

A COMBINATION MARK is a symbol and a logo together or even a lettermark and a logo. 

The advantage is that a combination mark partakes of the best of both the symbol and the logo. There is a labeling effect. You have a unique graphic mark with the name spelled out. 

The disadvantage is the redundancy which is contrary to the design principle of "economy." Very often the combination mark exhibits complex "gestalt." Sometimes the logotype can be dropped from a combination mark after enough exposure has assured recognition. This allows the symbol to be used alone, such as the "Nike Swash" or the "CBS Eye" or the "NBC Peacock."

TRADEMARKSAll the marks above are trademarks, marks used to identify a company. Trademarks can be registered with the U.S. Patent Office which insures that unauthorized use is prohibited by law. 

A note on copyright. Copyright protects intellectual properties. If you, as an individual, create art, music, literature, etc. you retain ownership of your product. You may register copyrighted items with the Library of Congress. This registration could be of some additional help in court if you need to prevent someone from stealing your ideas. However, you do not have to register to be protected. You merely place your name and date on the item to prove ownership. If it is worth a great deal, and easy to copy, registration is a good idea. Also a paper trail, of sorts, to verify your right to ownership, such as sketches, prototypes, variations on a theme, etc.

Wow! Do you think Mr. Fassett's crazy idea of keeping a design journal might have merit?

TRAITS OF GOOD SYMBOLS/MARKS:

POSITIVE ASSOCIATION: It is generally hoped that the mark would present a good impression to any viewers, and at the very least not cast the person or company in an unfavorable light.

RECOGNITION: The mark should be easily identified as being associated with the person or company it represents. abstraction level: The mark should not be too abstract for the understanding level of the audience.

COMPACT GESTALT: A good symbol or mark will have a simple or compact figure/ground relationship. Consider a foreground image of a closed fist against a background. Now consider that same background with a foreground image of an open hand with each finger pointing outward. The closed fist provides a very simple figure/ground relationship. The open hand creates a figure/ground relationship that is very complex.

NEGATIVE SPACES: Imagery creates negative spaces. A good symbol or mark will effectively utilize negative space. Less can be more. Often by removing imagery, the space left vacant can become more imagery. Designers should control negative space. Certainly they should be careful not to create unintentional and unwanted images made of negative areas.

ONE COLOR: A symbol or mark should be capable of working in one color.

REDUCTION: A symbol or mark should be capable of reduction to a small size such as .5 to .75 inches without loss of imagery.

WEIGHT: Weak or light images do not have much visual presence. A heavier or bolder mark is also easier to reproduce in print or video.

FLOW: Symbols and marks are more interesting if the eye can travel within or even through the mark. Some marks provide open boundaries where the eye can enter and exit through the mark.

DIRECTION: Though direction will occur by default within most designs, it can be exploited and controlled by the designer as a significant aspect of a symbol or mark. In our western civilization we are conditioned by our use of written language to consider the left to right direction to be forward or progressive. Right to left seems to be reverse or backward. We also think of "up" as progressive, successful, with positive connotations We generally consider "down" to be repressive or unsuccessful.

Reflective copy, transparent copy.

Light tables (smooth hard surface, great for cutting, no shadows when light shines through surface, and of course tracing is easy).

Drymount (180° 30-45 sec. - Permanent, Clean, Immediate, Faster and easier for large items). 
Spray mount, rubber cement.

Line copy, continuous tone, halftone.

Repros (reproduction proof - camera ready image).

Resize art, reproduction percentage, proportion scale. 

PMT (positive matrix transfer), size change, high contrast, duplicate, new working surface.

Illustration board (hot press/cold press). 

	COMPUTER
	icons: Graphic representation of an object or collection of data
	cursor/pointer: Visual indicator of screen location (pointer)
	menu: Screen list of available commands which can be initiated by their selection
	window: Screen area that displays contents of a disk, directory, or document
	mouse: Mechanical device used to manipulate the cursor, the mouse button(s) used for selection or activation of a command or tool
	files: A named collection of data
	directory/folder: A place where files and applications (programs) are kept.

The difference between the "save," and "save as..." commands on a computer. 

The Save command writes data from RAM to disk under the file name in the title bar of the document thereby replacing the existing document.

The Save As... command allows you to select the name and location of a file before it is saved. Many applications will also let you save a document in another format.
 

PLUS SOME INFO FROM THE FIRST REVIEW