LOGOS PICTOGRAPHS

pic·to·graph [ˈpiktəˌraf] A pictograph is a symbol or image that represents an idea, a word, a phrase, or a physical object. 2. Pictographs are often used in ancient or prehistoric writing and graphic systems, such as hieroglyphics and cuneiform, as well as in subjects like leisure, tourism, and geography. 3. Pictographs can also be used to express data visually, by using icons that denote a given number of units and are organized in a line or grid.

◆ Dansk by Alan Peckolick, N.Y. For Danish producers of quality housewares. Geometric letter forms reflect precision and attention to detail. Compact gestalt through tight fitting and overlapping.

◆ Pictographs are symbols that refer to an object, an action, a process, or a concept. They are the children of ancient writing where pictures took the place of words. Pictographs are very effective in breaking language barriers. They are frequently used on traffic signs, at international air terminals, at world fairs, at the Olympic games, and in major tourist centers. We see pictographs on automotive switches, farm equipment controls, and on office machines, copy machines, and computers. They are useful for shipping instructions, making symbols, technical manuals, and chart/ graph functions.

◆ More weak pictographs exist than strong ones. Designers need to carefully select a pictograph with a track record, as the public is easily confused.

◆ Most pictographs do not stand alone. They are part of a series of signs and as such need to be visually weighted to “look” alike.

◆ Eaton Corp. by Lippincott & Margulies Inc. N.Y. This logo is for a Cleveland-based conglomerate formerly known as Eaton yale & towne. Bold, clean caps. Letterforms overlap to improve (close) gestalt. The most unique quality is the “bonus” A and O, which we see only in the forms of their negatives or counters, Widely imitated but seldom with success.

◆ Pictographs entered their modern phase in 1909 when several European Nations decided to adopt pictorial symbols for road signs.

◆ Pictographs are public symbols and are not owned by corporations or the government. The use of pictographs is encouraged, and in the case of traffic signs is mandatory by law.

◆ Pictographs have the same criteria for effective form as symbols. Yet because they often involve more than a single object, they are visually very complex. Teams generally design more effective pictographs than individual designers. Graphic designers however should be skilled in selecting and applying pictographs.

◆ European traffic pictographs common throughout the continent. Many variations exist. Some present visual problems. One flaw is the rail sign shown here. Technology has made the steam locomotive obsolete, so the antique form loses it’s current visual association.

◆ Public Broadcasting Services by Ernie Smith, N.Y. is technically a letter mark but has phonic quality. Hand-drawn letters use the same size circles as counters’ shapes. Human quality by the contour shape of the P. One of the best-known marks in the country.

◆ Good pictographs are very difficult to design because they must transcend time, style, culture, and language. Graphic designers have been working with pictographs for years but those done for the 1964 Tokyo Olympics by Katzumie mark the first system with real graphic excellence. By far the best U.S. system to date is the system of pictographs for the department of transportation.