DesignBook by Meike Koch

LOGO VISUAL AND COMMUNICATION

Koch

LOGO

VISUAL AND COMMUNICATION

Written and Published by Meike Koch

MK DSGN

266 Stanhill drive 4217, Surfers Paradise Queensland, Australia

First published 2022 MK DSGN, 2022 © 2022 by Meike Koch. All rights reserved.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form, or by any means, electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher.

Introduction

Issues and ideas in the develop ment of visual communication

Historical and contemporary visual communication

Evaluation

What do you think Conclusion Bibliography

(Bhasin, Hitesh. “Visual communication - Definition, Examples and Importance. Digiaide.com, January 8, 2022, https://digiaide.com/ visual-communication/)

“Visual communication can be defined as: “the use of symbols and visuals to convey in formation, messages, and ideas to the target audiences.”

Introduction

The benefits of visual communication are to help retain the infor mation it conveys by creating a connection. Images attract more attention, are more engaging and can make an impact if used in the correct way. Images are also remembered by the part of the brain that is responsible for long-term memory (ITM Group. “Why is visual communication an important skill to learn”. Itm.edu, n.d., https://www. itm.edu/blog/idm-why-is-visual-communication-an-important-skill-to-learn)

Visual communication includes the use of colour, type, move ment or symbols to either inform, educate, persuade or entertain the recipient. Common tools used in visual communication are animation, illustration, interactivity as well as data visualisation and the use of graphs or charts.

The chosen research topic for this book is the use of logos as a visual communication tool in marketing. As previously mentioned images are proven to attract more attention as well as building a better connection with the consumer. Creating a logo that stands out as well as being easily recognisable can provide a competi tive advantage to companies. Logos or symbols are being used as a visual communication tool as they transport messages but also feelings or emotions, they can help persuade the consumer by evoking certain emotions.

The most successful logos have a few things in common, they are simple, memorable and abstract. (Andrew Wilshere. “Logo inspiration, 10 examples of great logo design”. Inside Design, May 20th, 2019, https:// www.invisionapp.com/inside-design/10-examples-of-great-logo-design/)

Successful logos that have persisted successfully over the years are Nike, Apple or McDonalds. They are recognisable as a sym bol without any words, which translates to different countries or cultures.

Issues and ideas in the development of visual communication

Firstly to develop ideas for visual communication, one should know their target audience as this determines a lot of aspects for the chosen mode of communication. To avoid a breakdown in communication aspects such as size of audience and the product itself need to be taken into consideration, a presentation on a large screen has different needs than a brochure presented to a small group.

The message itself should be clear and precise, avoiding unnec essary information as this can distract the audience. Another issue that may arise is to add too many visuals, every chosen visual aid should have a purpose to convey the correct message and avoid confusion.

Another important aspect of visual communication is that it is universal, visual aids or images can be used in different countries or cultures, an example for this can be street signs (stop sign) or even emergency exit signs. This shows that visual communication tools can spread knowl edge without being constricted to a language and can be used world wide.

Historical and contemporary visual communication

The first form of visual communication dates back to 1500010000 BC, known as cave paintings. The exact purpose still isn’t known or proven by evidence but it suggests that they have been a way of communication. (Dennis Z. “History of graphic design (visual communication)”. Sutori.com, n.d. https://www.sutori.com/en/story/histo ry-of-graphic-design-visual-communication--EEVXjU88wpBr55W5jsdM4WXJ)

The invention of the alphabet in ancient Egypt around 2000 BC was based on using specific symbols and was quickly adopted by surrounding neighbours. Most of todays known alphabets are descended or influenced by it.

With a more universal language system the first books started to emerge which also led to the invention of the printing press by Johannes Gutenberg in 1440. The ability to reproduce writing and images in an easier and more efficient way was a huge step in the world of visual communication.

As trends emerge throughout the centuries, improvements and experimenting are the main driver which lead to new technolo gies and scientific knowledge.

Looking at the trend of modernism which leads with clean and easily recognisable symbols or logos such as the London Un derground logo. As a prime example for a symbol that is widely known across the globe and which has been updated since but is still clearly based on its first publication.

With the invention of the computer in the early 21st century a digital revolution started. New software and graphic design ap plications emerged and simplified processes while also allowing for new design possibilities. Social media platforms are constantly changing and are heavily image/video based rather than focused on text, for example the rise of instagram after twitter and more recently TikTok which is heavily video based and interactive.

Evaluation

The way communication is used has changed over time. In an cient times the use of drawings/paintings on rock or caves as a mean to communicate with each other is assumed to help for survival. Hunting grounds or water sources were displayed on a map to be easily located again.

In todays time the use of maps or direction is still valid but the amount of communication has heavily increased.

Work related communication is one of the biggest factors as well as recreational or personal communication. The range has also widely spread, we can communicate with people across the world and the mode of communication allows for instant replies.

What do you think

In my personal opinion the use of logos as a visual communica tion tool in marketing has great advantages as well as potentials. Choosing a simple logo that still stands out is the ideal, it can either represent the company directly with its name, letters or as sociated images but a lot of successful logos have abstract forms, e.g. the mermaid from Starbucks.

McDonalds once choose a marketing campaign only displaying a quarter of its logo with its well known colours and the words: on your right. This is a great example of what a successful logo and campaign look like.

Logos also go through trends or change over time, with new technology added into our daily lives a current trend that keeps persisting is simplifying things, keeping things clear and crisp.

Conclusion

In conclusion we can refer to visual communication as a from of passing on information to an audience without the use of words. This mode of communication offers interactive, quick, flexible, attention grabbing solutions without a language barrier. The way we communicate with each other has changed and developed vastly over the years and it still is.

Visual communication is an effective way to pass on information, it is also used heavily in a marketing to achieve maximum buyers persuasion as well as leaving an impact as a brand.

Bibliography

(Bhasin, Hitesh. “Visual communication - Definition, Examples and Impor tance. Digiaide.com, January 8, 2022, https://digiaide.com/visual-communi cation/)

(ITM Group. “Why is visual communication an important skill to learn”. Itm. edu, n.d., https://www.itm.edu/blog/idm-why-is-visual-communication-an-im portant-skill-to-learn)

(Andrew Wilshere. “Logo inspiration, 10 examples of great logo design”. In side Design, May 20th, 2019, https://www.invisionapp.com/inside-design/10examples-of-great-logo-design/)

(Dennis Z. “History of graphic design (visual communication)”. Sutori.com, n.d. https://www.sutori.com/en/story/history-of-graphic-design-visual-com munication--EEVXjU88wpBr55W5jsdM4WXJ)

https://www.istockphoto.com/photos/light-bulb-head

https://en.wiktionary.org/wiki/question_mark

https://www.flaticon.com/free-icon/cave-painting_925192

https://www.pngkey.com/maxpic/u2e6i1i1q8q8a9e6/

https://stock.adobe.com/ca/search?k=eye%20icon

https://www.vectorstock.com/royalty-free-vector/talk-chat-icon-outline-stylevector-28271336

https://www.iconpacks.net/free-icon/opened-book-3163.html