I am a software engineer attempting the impossible: to codify logotype creation. I want to learn all the rules and principles for logotype design and don't want to rely on blogspam. I'm looking Really Good Logos Explained by Margo Chase, Rian Hughes, Ron Miriello, Alex W White. Job No:12-00917 T itle:RP:Really Good Logos Explained. DTP:183 Page:1. (RA Y) 001-021_00917.indd 1 001-021_00917.indd 1 12/30/07 9:42:43 AM12/30/07 9:42:43 AM. REALL Y GOOD L OGO S. explained. Te x t. Job No:12-00917 T itle:RP:Really Good Logos Explained. There are four main characteristics of ethos: Trustworthiness and respect. Similarity to the audience. Authority. Expertise and reputation/history. 1. Trustworthiness and respect. The audience are more likely to be respect you and think that what you're saying is true if they perceive you as trustworthy. Researchers analyzed 597 companies to answer this question. They discovered descriptive logos (those that include visual design elements that communicate the type of product) more favorably affect Brand definition. "A brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers" (American Marketing Association). You can consider a brand as the idea or image people have in mind when thinking about specific products, services, and activities of a 1. Define your brand identity. Before you create a new business logo, it's imperative that you first settle on the brand identity and the story behind it. A large part of your brand identity is the emotion it transmits. This is called emotional branding and its foundation is based on storytelling and your brand values. The concepts of ethos, pathos, logos, and kairos are also called the modes of persuasion, ethical strategies, or rhetorical appeals. They have a lot of different applications ranging from everyday interactions with others to big political speeches to effective advertising. Read on to learn about what the modes of persuasion are, how they're 1. McDonald's. Image Source. Mcdonald's started as a small drive-in restaurant in the 1940s and has rapidly evolved into one of the largest fast-food franchises in the world. Similarly, the logo has evolved significantly over the years and is now one of the most recognizable brand logos. Really good logos explained : top design professionals critique 500 logos & explain what makes them work : Free Download, Borrow, and Streaming : Internet Archive. Publication date. 2008. Topics. Logos (Symbols) -- Design, Corporate image. Publisher. Beverly, Mass. : Rockport Publishers. Collection. inlibrary; printdisabled; internetarchivebooks. Ethos: credibility (or character) of the speaker. Pathos: emotional connection to the audience. Logos: logical argument. Together, they are the three persuasive appeals. In other words, these are the three essential qualities that your speech or presentation must have before your audience will accept your message. FAWksbd.