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TitleLogo Design Guide
File Size1.4 MB
Total Pages42
Table of Contents
                            Logo Design Guide
Table of Contents
Chapter 1: Design Considerations
	Checklist for a Good Mark
Chapter 2: Creating a Logo
	Creating a Logo Using Clip Art
	Using the Designs, Patterns, and Icons
Chapter 3: Designing a Letterhead
	Message Area
	Type in the Letterhead
Chapter 4: Designing a Business Card
	Calling Cards
	Business Cards
	Media & Message
	Checklist for a Good Business Card
Chapter 5: Designing a Product Label
	Allied Beverage's Ice Mountain Soft Drinks
	Designing a Wordmark
	Creating a Product Lable
Chapter 6: Protecting Your Logo
	What is a Trademark?
	How Can Someone Establish Rights?
	Searches for Conflicting Marks
	Further Filing Information
	Patent & Trademark Depository Libraries
Appendix A: Design Elements
Appendix B: Designs
Appendix C: Icons
Appendix D: Design Examples
Print The Design Guide
Document Text Contents
Page 1

Arts & Letters Corporation



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Arts & Letters Logo Design 2


Design is a slippery subject. Much of good design is a matter of taste, and tastes, like fashions, change.
But leaving out the question of fashion in design, some tastes are better than others.

You would expect someone who has studied design and has created what others consider good design to
have better taste in design than the ordinary person. But some ordinary people have better design taste than

How do they achieve this better design sense? By observation, simple observation. We are surrounded
by examples of good design; all we have to do is take the time to look closely at what we take for granted.

Many commercial artists maintain files of designs that they like; you can do something similar. Take a
few minutes to thumb through magazines. Cut out examples of logos that appeal to you and study them
before you begin to create your own logo. For example do Black & Decker and Calvin Klein use such a
simple typeface in their logos? Why do Coca-Cola and Del Monte use more ornate designs?

There are no firm answers to either of those questions. In general, sans serif typefaces have a more
contemporary feel, while the look that Coca-Cola and Del Monte are striving for is traditional.

Once you begin to get a feel for what appeals to you and figure out why you like it, you will find that creating
a logo of your own is much easier than you ever thought possible.

Important Notice: The corporate logos included in this User’s Guide are trademarks of the respective
companies. They are provided only as examples, and you should contact the companies regarding the use

of their marks in any cooperative advertising or joint promotional activities. The sample logos provided in

electronic format are subject to the same guidelines. They are provided so that you can display them on

screen to view the logos in color and to test the principles discussed in the User’s Guide relative to the

appearance of the logos at various sizes. The inclusion of these logos does not grant you any rights to use

them except in accordance with the guidelines available from the respective companies.

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Another simple solution, which would allow the use of the signature-mark combination, would be
to place the address under it. The designer who opts for this solution might want to reduce the size
of the signature-mark somewhat to avoid the appearance of too much printing on the corner of the

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Arts & Letters Logo Design 22

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Calling Cards
Calling cards were the precursors of business cards. They were the same size as today’s business
cards, but all that was engraved in the center of the card was the owner’s name. Not only was one’s
address not included, the name of one’s business was never included.

One’s calling card was presented at the door when one called upon a friend or acquaintance. A
servant would carry the card on a small silver tray to the person being visited, and that person would
decide whether to receive the guest.

Business Cards
Business cards are sometimes used like calling cards, but their object is usually commerce, rather than

Businessmen and businesswomen exchange cards in offices, at social gatherings, at professional
meetings; they give them to secretaries and clients; they drop them in fishbowls at restaurants and
pin them to community bulletin boards. The hope is that perhaps out of this welter of tiny pieces of
card stock, some business will be generated. And that hope is realized often enough to make business
cards a business necessity.

Business cards are always approximately 2" x 3½". Anything larger and they will not fit in the
numerous devices for filing business cards (including wallets); anything smaller and they tend to get
lost. But the materials on which business cards can be printed are numerous and allow for a great
deal of originality!

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Appendix D: Design Examples

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