Hiroshima Bunka Design Conference, GK Graphics, 1987, Japan, Design Conference

Halftone is a printing technique that uses patterns of different sized dots to create the optical illusion of gradients. The larger dots, which come closer together, form areas that appear darker, while smaller dots, with more space between them make lighter areas.

In logo design, this is often exaggerated, dots are made larger and fewer maintaining the effect and allusion whilst becoming simplified.

This effect can be used like printing to create the impression of gradation and fades, or used to create layered or three dimensional images.

Brta, Raymond Bellemare & Louis-André Rivard, 1987, Canada, Computing

Raymond Bellemare and Louis-André Rivard’s logo for Brta designed in 1987 uses this to great effect to create the effect of a three dimensional apple.

One of the opportunities this technique affords the designer is in scaling. When large, dots appear bold and striking yet, when scaled down, gradations and secondary images begin to appear. For example, the letter ‘S’ emerges more clearly in Peter Seitz'‘s logo for Peter Seitz & Associates as it is reduced.

Peter Seitz & Associates, Peter Seitz, 1988, USA, Design Studio

In relation to the past, these logos offered interest through gradation but with the economy of using only a single ink, and could give the impression of depth and dimensionality even when heat stamped, etched or sewn into a variety of corporate materials.

American Hospital Supply Inc, Wayne Webb, 1980, USA, Hospital Supplies

It’s not a surprise that this technique in logo design was applied to businesses operating in the design and print industry, but it often was used as a way to derive a distinctive symbol for other unrelated industries.

Want more examples of halftone logos? Search ‘Halftone’ on LogoArchive.

Coeffiecient Systems Corporation, Barry L. Mirenburg, 1987, USA, Software

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Brand Archive – Research tool for brand designers.
LogoArchive Website – Searchable modernist logo archive & research tool.
LogoArchive Shop – Vintage design books & LogoArchive Zines.
BP&O – Contemporary design editorial.

Halftone Logos