Method of Designing of Logotype
More precisely - one of great number of known principle-outlines. Which, to my mind, is more effective. I, not philosophizing, named this method "Solo" :) But at first general principle-standards... At once make a reservation, that a logotype is created not on ages. And afterwards in view of row of reasons it can demand its re-design.
During a few decades many marks successfully executed their functions in one or another concrete area. Their image became traditional. But in course of time they gradually became antiquated and left off to conform to the newest technical requirements of marketing and trade in wide sense. They have the outmoded look, already not reflecting the spirit of enterprise which they present, and they badly correspond the modern methods of advertising. (P. Wills)
There is permission to change a trade mark only in case that its proprietor comes to the conclusion, that at one time he did a incorrect choice, if tastes of society changed, if numerous imitations lowered force of influence of mark or, vice versa, this mark trenches upon rights for already existent marks, and also if political and economic changes in public life require changes in a mark. (H. Rayfy)
Limitations. Law of Russian Federation doesn't allow images of national emblems, flags, emblems, seals, rewards and t. of p., and also separate letters and numbers, dats in standard execution on the trade marks. They can be included in framing of trade marks as not guarded elements. Impermissible, that a trade mark straight talked about quality and setting of commodity, method of its making, about its value, amount, properties, specified into place and time of production or sale. It is the generally accepted concepts, which any person has a right to use for description of the commodity.
The generally accepted characters and terms do not undertake under a guard. You can not register a word "fish" or "vodka" as a trade mark.
A law requires from a trade mark characteristicness, impossibility to confuse a new trade mark with declared on registration or already registered mark on homogeneous commodities. Let at a look at it imagination and memory of buyer joins in work. Perfectly, if trade mark is a collective type, which perceived one's own way by everybody. Similar images are easily memorized.
Necessary information about a future mark (comes into question with a customer).
1. Description of current status of businesses and directions activity of organization in the future
2. Types of surfaces, objects and materials which a mark will be inflicted on
3. Use of trade mark in different facilities of advertising and supposed change of its sizes
4. Territorial scopes of the use of trade mark
5. Alikeness of the designed mark on already in-use a firm or family organizations;
6. Planning terms and amount of the presented preliminary variants of mark.
After the got task of designing the stage of preproject research of analogues begins. As a rule, it is collection of information on the topic of project, on current status of graphic fashion. Publications as in magazines, books, catalogues of industrial firms and exhibitions, patent materials and, certainly, everyday creative practice serve the sources of information first of all. Analysable material is graphicly fixed as sketching, copies, undercuts...
