the mark - michael

the mark
05/06 mark
Prof. Michael Hardt
It is in the nature of [male] beings to mark their territory.
Human beings have the same habit.
We can assume that marks are as old as mankind.
05/06 mark
Prof. Michael Hardt
The term ‘mark’ refers to any letter or combination of letters (logotype), pictorial
sign (signet, symbol, pictogram…), or non graphic, even non visual sign, or any
combination of these used by an individual or an organisation or by its members
to identify communications, property and products or to certify products and to
distinguish them from those by others.
Source: Per Mollerup based on the American legal definition of Trademarks.
A mark is an intended sign.
05/06 mark
Prof. Michael Hardt
Sign
Symbol
Signet
Logotype
Logogram
Monogram
Ideogram
Pictogram
Icon
Brand
Signum, [lat.]
συµβαλλειν [gr.]
Signet, [fr.]
Λογοτυποσ, [gr.]
Λογογραµµα, [gr.]
Μονογραµµα, [gr.]
Ιδεογραµµα, [gr.]
Πιχτογραµµα, [gr.]
Ικον [gr.]
[am.e.]
de signo
symballein sign, standing for s.th.
printer or editor sign
logotypos letter-combination
logogramma word letter (>pictogram)
monogramma abbreviated signature
ideogramma type-sign visualising a word
pictogramma picture sign, image-symbol
Ikon stylised image of a thing
trademark (from branding cattle)
Terminology
05/06 mark
Prof. Michael Hardt
Taxonomy
05/06 mark
Prof. Michael Hardt
the mark
semiotic categories
Semiotic category
Principle of division
Taxonomic class
Material qualities:
What the mark shows
Dimensions (type and number)
Graphic marks
Non graphic marks
Graphic form
Picture marks
Letter marks
Picture form
Figurative
Non figurative
Letter combination form
Name marks
Abbreviations
Abbreviation form
Initial
Non initial
Initial abbreviation form
Acronyms
Non acronym
Referential qualities:
What the mark means
Visual reference
Descriptive
Metaphoric
Found
Linguistic reference
Proper names
Descriptive name
Metaphoric name
Found name
Artificial name
Source: Per Mollerup, Marks of excellence,99 Table 15
05/06 mark
Prof. Michael Hardt
the mark
1
Trademarks
taxonomy
1.1
Graphic marks
1.1.1
Picture marks
1.1.1.1
Figurative marks
1.1.1.1.1
Descriptive marks
1.1.1.1.2
Metaphoric marks
1.1.1.1.3
Found marks
1.1.1.2
Non figurative marks
1.1.2
Letter marks
1.1.2.1
Name marks
1.1.2.1.1
Proper names
1.1.2.1.2
Descriptive names
1.1.2.1.3
Metaphoric names
1.1.2.1.4
Found names
1.1.2.1.5
Artificial names
1.1.2.2
Abbreviation
marks
1.1.2.2.1
Initial
1.1.2.2.1.1
Acronyms
1.1.2.2.1.2
Non acronym
1.1.2.2.2
Non initial
1.2
Non-Graphic Marks
Source: Per Mollerup, Marks of excellence,99 Table 16
05/06 mark
Prof. Michael Hardt
History
05/06 mark
Prof. Michael Hardt
Marks give orientation about:
territory
direction
owner / identity
origin
social units
…
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Prof. Michael Hardt
farm marks basing on runes.
(here: 1600th century, Danish/Dutch)
05/06 mark
Prof. Michael Hardt
Marks have been used to identify warriors on a
battle field.
Early functional identity design. (Coat of arms)
Roman warrior 0-40 a.Chr.
05/06 mark
Prof. Michael Hardt
Marking origin could also claim power.
Royal and imperial monograms 800 a.Chr.
05/06 mark
Prof. Michael Hardt
Basing on the traditions of military signs and coat of arms,
noble families used complex signs as corporate identity
element over many generations (Family crests).
Clearly defined heraldic rules norm the design.
This tradition is still in use today.
05/06 mark
Prof. Michael Hardt
Early modern industrial entrepreneurs
copied the heraldic traditions of the nobles
to create their trademarks.
05/06 mark
Prof. Michael Hardt
Monogram Adam Opel
around 1862
Historic development
from 1899
Development
1970 - 1987
Trademark Opel AG
Metaphoric sign
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Prof. Michael Hardt
Simple marks last longer
05/06 mark
Prof. Michael Hardt
Simple marks last longer
05/06 mark
Prof. Michael Hardt
The logo in the future will be more than just 2D.
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Prof. Michael Hardt
Orientation marks
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Prof. Michael Hardt
Marks are also used for non-profit reasons.
e.g. to organise the traffic.
(1950 traffic signs)
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Prof. Michael Hardt
Despite all regulations and norms there is still a lot of
creative freedom for esthetical experiments.
05/06 mark
Prof. Michael Hardt
Pictograms are used as signs for sport,
internationally understood.
They developed from decoration to orientation.
05/06 mark
Prof. Michael Hardt
Marks play an important role in the global
communication.
05/06 mark
Prof. Michael Hardt
Identification marks
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Prof. Michael Hardt
marks can consist only of colours without form
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Prof. Michael Hardt
Picture mark
figurative
metaphoric
Lufthansa Germany
Designed 1919
05/06 mark
Prof. Michael Hardt
Logograms or logotypes are key visuals within modern corporate design.
juris juristisches Informationssystem der Bundesrepublik Deutschland
acronym
Design Michael Hardt 1984
05/06 mark
Prof. Michael Hardt
Requirements
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Prof. Michael Hardt
Semiotic
Sensual
perceptive
Technical
Ethical
Visibility
Distinction
Uniqueness
Correlation
Description
Holding power
Remembrance
Tone of voice
Fashionability
Timelessness
Likeability
Graphic Excellence
Applicability
Colour reproduction
BW reproduction
Positive/Negative
2D/3D
Scaling up/down
Movement
Decency
Legal protection
05/06 mark
Prof. Michael Hardt
the finished work:
clear definition
Design 1909
05/06 mark
Prof. Michael Hardt
05/06 mark
Prof. Michael Hardt