Logo

Logo (pronounced loh-goh)

(1) A graphic representation (a visual symbol) of a institutional name or trademark (occasionally called a logotype).

(2) In computing (as Logo), a high-level programming language widely used to teach children the foundation of coding.

(3) In printing, a logotype.

(4) An ensign, a badge of office, rank, or power (now mostly archaic except in formal use in some branches of the military.

(5) In scientific documents, a single graphic which contains one or more separate elements.

(6) As “sonic logo”, a sound or short melody associated with a brand and used in its advertising; a specific use of a jingle (the audio equivalent of a visually expressed logo).

(7) As Logo TV (spoken usually as “Logo”), a cable channel owned by Paramount Media Networks and originally focused on certain segments within the LGBTQQIAAOP community but now less specific.

1937: A clipping of logotype or logogram.  Logo was from the Ancient Greek λόγος (lógos) (translated usually as “word” but used (sometimes loosely) also in the sense of “speech, oration, discourse, quote, story, study, ratio, calculation, reason”).  As the prefix logo-, it operated as a combining form appearing in loanwords from Greek relating to “words, speech” (which produced forms such as logography) and the formation of new compound words (such as logotype).  A logogram is a character or symbol (usually non-alphanumeric but this is a practice rather than a definitional rule) which represents a word or phrase.  When used in the context of a word-game or puzzle, it should be styled as a logogriph.  In typography, a logotype is a single type combining two or more letters (the synonym being ligature (from the Middle English ligature, from the Middle French ligature, from the Late Latin ligātura, from the Classical Latin ligātus, past participle of ligāre (to tie, bind))) while in symbolism (usually but not necessarily commercial) it’s a symbol or emblem used as a trademark or a means of identification of an institution or other entity (the clipped form logo is almost universal in this context (and technically a synonym).  Logo is a noun; the noun plural is logos.

Lohanic logo: Lindsay Lohan’s corporate logo.

The IBM Logo

Good: The IBM logo in approved positive & reversed color schemes.

Known internally as the “8-bar”, the design of the IBM logo dates from 1972 and remains in its original form.  Despite the visual perception, the stripes alternate in height (the ratio being 11/10 or 10/11), something done to ensure they appear to be the same and whether the solid or the unfilled space is rendered larger depends on whether a light or dark background is used.  The other adjustment which is not immediately obvious is the variation in the points used in the counter shapes; the positive a sharp, the reversed more blunt.  The difference is too subtle to be noticed at a glance and again, is a designer’s technique to ensure optical integrity is maintained on both light & dark backgrounds.

Bad: Ways the IBM logo should not be deployed.

It’s apparently not an apocryphal tale there was a time when the only acceptable dress for men working for IBM was a blue suit and a white shirt.  That was relaxed but the rules regarding the use of the logo remain as stringent as ever and the preferred “core colors” come exclusively from the blue and gray families, the cautionary note added that while dark or light background colors both work well with the core colors, there must always be a minimum of five “steps” (the graduation of shades) between foreground and background colors to ensure an appropriate contrast and legibility. Any background color from the IDL color palette with sufficient contrast may be used with a core color 8-bar logo. Here are a few examples of possible color combinations.  Unapproved color combinations are banned as is the use of more than one color or any progression of gradients in the stripes.  Alignment is also specifically defined.  The 8-bar logo has both horizontal and vertical relationships with other objects (brand logotypes et al) which appear in the same image and the IBM logo is based on the cap height of the logotype or can scale larger by a defined ratio and must not be placed in containers of any shape.

Although the company traces it lineage to 1888 (by virtue of M&A activity), it was in 1924 the Computing-Tabulating-Recording Company (CTR) changed its name to International Business Machines (IBM) and the first logo used the whole name, stylized in the shape of a globe.  The present logo is an evolution of two earlier (1947 & 1956) designs which used solid text although the aspect ratios were essentially the same.

The logo you have when you’re not having a logo: McLaren MP4/4 (top) and Jordan EJ13 (bottom).  Around the turn of the century when Western governments began to extend the bans of print and television advertising for cigarettes to sporting sponsorship, the Formula One constructors found a loophole, removing the text while keeping the color schemes.  Semiotically, it worked well because Marlboro’s white chevron on a red background was so distinctive the message was conveyed even without the name.  Jordan, which ran with Benson & Hedges livery, changed the text to Be on Edge (BE(ns)ON (& H)EDGE(s) which was a nice touch.  The regulators amended their rules so outfits like fossil fuel companies took over the role.  They’ll be the next to be cancelled.

All publicity is good publicity: The Westinghouse logo on the hood of Caryl Chessman (1921–1960), gas chamber at San Quentin Prison, California, 2 May 1960.  The hoods were used to prevent the accumulation of cyanide particles in the hair.