Logo

See also Culture jamming, Guerrilla communication. Mathematics of gambling. The best-known organizations subverting established logos and brands are ®™ark and AdBusters. Chinese Blackjack is played by many in Asia, having no splitting of cards, but with other card combination regulations. Virtually all distinctive design elements related to brands or logos can become subjects to subvertising. This game is dealt from a Spanish shoe, and blackjacks only pay even money. flag with the white stars replaced with major corporate logos. Double Attack Blackjack has very liberal blackjack rules and the option of increasing one's wager after seeing the dealer's up card.

Another example is the AdBusters' corporate flag, a U.S. This game increases house edge by paying even-money on blackjacks and players losing ties. Perhaps the best known example of a logo "hijacked" this way is the Swooshtika. Double Exposure Blackjack is a variant in which the dealer's cards are both face-up. The wide recognition the most famous logos receive provides the brand's critics with the possibility of meme-hacking, a process also known as subvertising, turning the marketing message carried by the logo (either in its pristine form, or subtly altered) into a vehicle for an alternative message, frequently highly critical to the brand in question. These changes, while attracting the novice player, actually increase the house edge in these games. Perhaps the most famous (and possibly the oldest) of these is the emblem of the Olympic Games: the Olympic Rings, five interlocking rings (blue, yellow, black, green, and red respectively) on a white field. Certain rules changes are employed to create new variant games.

And, logos don't have to represent commercial enterprises to be well-known. With correct basic strategy, a Spanish 21 game has a lower house edge than a comparable blackjack game. Note also, the right pointing arrow in the new logo is a subliminal hint of motion. Spanish 21 provides players with many liberal blackjack rules, such as doubling down any number of cards (with the option to 'rescue', or surrender only one wager to the house), payout bonuses for five or more card 21's, 6-7-8 21's, 7-7-7 21's, late surrender, and player blackjacks always winning and player 21's always winning, at the cost of having no 10 cards in the deck (though there are jacks, queens, and kings). Besides creating a much stronger, shorter brand name, they reduced the amount of color used on vehicles (planes, trucks) and saved hundreds of thousands of dollars in paint costs.
. An interesting case is the refinement of the FedEx logo, where the brand consultants convinced the company to shorten their corporate name and logo from "Federal Express" to the popular abbreviation "Fed Ex". Arnold Snyder's articles in Blackjack Forum magazine were the first to bring Shuffle Tracking to the general public.

Some famous examples of his work were the UPS package with a string (updated in March 2003) IBM, Goodwill Industries and NeXT Computer. This technique, which is admittedly much more difficult than straight card counting and requires excellent eyesight and powers of visual estimation, has the additional benefit of fooling the casino people who are monitoring the player's actions and the count, since the shuffle tracker could be, at times, betting and/or playing opposite to how a straightforward card counter would. However, Paul Rand is considered the father of corporate identity and his work has been seminal in launching this field. Thorp.) One such technique, mainly applicable in multi-deck games (aka shoes), involves tracking groups of cards (aka slugs, clumps, packs) during the play of the shoe, following them through the shuffle and then playing and betting accordingly when those cards come into play from the new shoe. Corporate identities today are often developed by large firms who specialize in this type of work. (It must be noted, however, that almost all of these techniques are based on the value of the cards to the player and the casino, as originally conceived by Edward O. He hired a young student (Caroline Davidson) to design his logo, paying her $35 for what has become one of the best known marks in the world (she was later compensated again by the company). There are techniques other than card counting that can swing the advantage of casino 21 towards the player, at least in theory.

When Phil Knight started Nike, he was hoping to find a mark as recognizable as the Adidas stripes, which also provided reinforcement to the shoe. Interactive strategy tables for each possible card-distribution in the shoe can be generated using a JavaScript based blackjack calculator. Other logos that are recognized globally: the Nike "Swoosh" and the adidas "Three stripes" are two well-known brands that are defined by their corporate logo. Basic strategy for other decks. Automotive brands can be summed up simply with their corporate logo- from the Chevrolet "Bow Tie" mark to the circle marks of VW, Mercedes and BMW, to the interlocking "RR" of Rolls-Royce each has stood for a brand and clearly differentiated the product line. This version is much more advantageous to the player, but requires a slightly modified basic strategy table. There are some other logos that must be mentioned when evaluating what the mark means to the consumer. In some LV Strip casinos you may still be able to find the older version of the multi-deck shoe game, where dealer stands on soft 17; those are usually high minimum ($50 or more) tables.

What started as International Business Machines is now just "IBM" and the color blue has been a signature in their unifying campaign as they have moved to become an IT services company. Key:. IBM, also known as "Big Blue" has simplified their logo over the years, and their name. Specifically: dealer hits on soft 17, double after split allowed, multiple split aces, one card to split aces, blackjack pays 3:2, and (optionally) late surrender. Coca Cola's script is known the world over, but is best associated with the color red; its main competitor, Pepsi has taken the color blue, although they have abandoned their script logo. The above is a basic strategy table for the most common 6- to 8-deck, Las Vegas Strip rules. Other well-known examples are: Apple Computer, Inc.'s apple with a bite out of it started out as a rainbow of color, and has been reduced to a single color without any loss of recognition. The following rules are detrimental to the player:.

The logotype will be recognized from afar because of its shape and its yellow color. The following rules are beneficial to the player:. The same will be true when one is looking at the airport for the booth of the Hertz Rent-A-Car company. Indeed, casinos offering special rules like surrender and double-after-split may actually be offering a positive expectation to basic strategy players; they are counting on players making mistakes to make money. For example, a box of Kellogg's cereals will be easily recognized in a supermarket's shelf from a certain distance, due to its unique typography and distinctive red coloring. Under the most favorable conditions (single deck, downtown Las Vegas rules), the house advantage over a basic strategy player can be as low as 0.16%. Due to the design, the color, the shape, and eventually additional elements of the logotype, each one can easily be differentiated from other logotypes. There are slight variations in basic strategy depending on the exact house rules and the number of decks used.

In the next table, the name of these companies is shown in their specific design, their logotype. Basic strategy is based on the player's point total and the dealer's visible card. In these examples, recognizing the companies entails reading the name. This strategy determines when to hit and when to stand, and also determines when doubling down or splitting is the correct action. The following table shows the names of six well-known companies in the same typeface in all cases. But because blackjack, unlike other games, has an element of player choice, players can actually reduce the casino advantage to a small percentage by playing what is known as basic strategy. There are essentially three kinds of logos:. As in all casino games, the house has a statistical advantage over the players that will play itself out in the long run.

When designing (or commissioning) a logo, practices to encourage are:. (If the player with the natural refuses "even money", and the dealer turns over a natural, it is a tie.). Conversely, cool colors (blue, purple) are associated with lightness and weightlessness, thus many diet products have a light blue integrated into the logo. Thus it is exactly the same thing as buying Insurance, losing the Insurance bet and getting paid 3:2 on the natural. Warm colors (red, orange, yellow) are linked to hot food and thus can be seen integrated into many fast food logos. In such a case, the dealer usually asks the player "Even money?" This means that instead of 3:2, the player with the natural accepts to be paid off at 2:2. Color is also useful for linking certain types of products with a brand. Even for the player who has been dealt a natural (a two-card 21) it is unwise to take Insurance.

For other brands, more subdued tones and lower saturation can communicate dependability, quality, relaxation, etc. through card counting) of the dealer's 'hole card' because Insurance has a negative expected value for the player. Green is often associated with health foods.). Insurance is statistically a bad bet for the player who has no direct knowledge nor estimation (e.g. Red, white, and blue are often used in logos for companies that want to project patriotic feelings. Of course, a player may lose both his original bet and his Insurance bet. Loud colors, such as red, that are meant to attract the attention of drivers on freeways are appropriate for companies that require such attention. Note that the player made a net profit on that round.

Some colors are associated with certain emotions that the designer wants to convey (e.g. (All Insurance wagers are settled as soon as the dealer turns over his 'hole card', before all else.) But the player wins his $10 bet. Color is important to the brand recognition, but should not be an integral component to the logo design, which would conflict with its functionality. The player instantly loses his $5 Insurance wager. A good logo:. Suppose the 'hole card' is a 7. Because logos are meant to represent companies and foster recognition by consumers it is counterproductive to redesign logos often. The dealer turns up his 'hole card' after the Insurance betting period is over -- and it's not a 10-valued card.

The logo, or brand, is not just an image, it is the embodiment of an organization. Suppose the player's hand is 19. Logo design is commonly believed to be one of the most important areas in graphic design, thus making it the most difficult to perfect. The player takes Insurance by betting an additional amount of $5. In non-profit areas, the Red Cross is an example of an extremely well known emblem which does not need a name to go with, though in Muslim countries it is the Red Crescent. Example: The player originally bets $10 and the dealer shows an Ace. A sign or emblem would keep the general proprietary nature of the product in both markets. Conversely, a player may win his original bet and lose his Insurance bet:.

Emblems will sometimes will grow in popularity, especially across areas with differing alphabets; for instance, a name in the Arabic language would be of little help in most European markets. did not lose any money) on that round. Examples of well-designed logos and logotypes are available in competitive design annuals. Note that the player came out even (i.e. Therefore, the trend in the recent years has been to use both logos and names, and to emphasize the design of the name instead of the logotype, making it unique by its letters, color, and additional graphic elements. But the Insurance bet wins, so the player gets 2:1 on his $5 Insurance wager and receives $10 (on top of the $5 which are returned to him). The consequence is the notion that it makes less sense to use a sign as a logotype, even together with the name, if people will not duly identify it. The player loses his $10 bet.

Today there are so many corporations, products, services, agencies and other entities using a sign or emblem as logotype that many have realized that only a few of the thousands of signs people are faced with are recognized without a name. The dealer turns up his 'hole card' after the Insurance betting period is over -- and it's a 10-valued card. During many decades, when a new logo was being designed, owners, advertising professionals, and graphic designers always attempted to create a sign or emblem which, together with the name of the company, product, or service, would appear as a logotype. Suppose the player's hand is 19. The name being shaped often in a specific way by each manufacturer, these combined logotypes, which for the first time included sign and name, became extremely popular. The player takes Insurance by betting an additional amount of $5. The manufacturers later began to add the name of the company or of the product to their sign. Example: The player originally bets $10 and the dealer shows an Ace.

More and more manufacturers began therefore to include a symbol, sign, or emblem on their products, labels and packages, so that all the buyers could easily recognize the product they wanted. a two-card 21, a blackjack, and this pays off 2:1 if it wins. The industrial leaders became soon aware that the public would not easily differentiate their product from the same product of their competitors. Because the dealer's upcard is an Ace, this means that the player who takes Insurance is essentially betting that the dealer was dealt a natural, i.e. At that time, a significant part of the population was still illiterate. a 10, a Jack, a Queen or a King. New competitors appeared from time to time, and the offer of products of a same kind increased notably. The player who is taking Insurance is betting that the dealer's 'hole card' is a 10-value card, i.e.

The new products were distributed in large geographical areas, even nationwide. The Insurance bet is placed separately on a special portion of the table, which usually carries the words "Insurance Pays 2:1". The new industrial procedures allowed a much higher output than that of the former handmade products. The player who wishes to take Insurance can bet an amount up to half his original bet. The origin of logotypes goes back to the 19th century, when industrial manufacture of products became important. If the dealer's upcard is an Ace, the player is offered the option of taking Insurance before the dealer checks his 'hole card'. Examples:. It is advised to take a look at the rules of the specific variation before playing.

The difference between a slogan and a brand slogan is that brand slogan remains the same for a long time to build up the brands image while different slogans link to each product or advertising campaign. There are more than a few blackjack variations which can be found in the casinos, each has its own set of rules, strategies and odds. The main purpose of it is to support the identity of the brand together with the logotype. Some common rules variations include:. In this case it is a brand slogan also called a claim, a tagline or an endline in the advertising industry. Bets are normally paid out at the odds of 1:1. If the slogan appears always in the logotype, and in the same graphic shape, it can be considered as part of the logotype. If the dealer busts then all remaining players win.

Sometimes a slogan is included in the logotype. The felt of the table will indicate whether or not the house hits or stands on a soft 17. While large corporations spend hundreds of thousands of dollars to update and implement their logos, many small businesses will turn to local graphic designers to do a corporate logo. In most casinos a dealer must also hit a soft 17 (such as an ace and a 6). The image at right shows an example of the two elements of a logotype. House rules say that the dealer must hit until he or she has at least 17, regardless of what the players have. A logotype consists of either a name or a name and a sign. After all the players have finished making their decisions, the dealer then reveals his or her hidden hole card and plays the hand.

This is, however, not the way it is defined by graphic designers and by advertising professionals. If the player busts, he or she loses the bet even if the dealer goes on to bust as well. A common misconception holds that a logotype is merely a graphic symbol or sign. The player's turn is over after deciding to stand, doubling down to take a single card, or busting. If rights in relation to a logotype are correctly established and enforced, it can become a valuable intellectual property asset. The player's options for playing his or her hand are:. Once a logotype is designed, one of the most effective means for protecting it is through registration as a trademark, so that no unauthorised third parties can use it, or interfere with the owner's use of it. When all the players have finished the dealer plays his hand.

To the extent that a logotype achieves this objective, it may function as a trademark, and may be used to uniquely identify businesses, organizations, events, products or services. If the dealer does not have a natural, then the first player completely plays out his hand, followed by the next player, and so on. The uniqueness of a logotype is of utmost importance to avoid confusion in the marketplace among clients, suppliers, users, affiliates, and the general public. This practice minimises the risk of inadvertantly revealing the hole card, which would give the sharp-eyed player a considerable advantage. Emblems with non-textual content are distinct from true logotypes. In casinos where a hole card is dealt, a dealer who is showing a card with a value of 10 may slide the corner of his or her facedown card over a small mirror on the tabletop in order to check whether it is an ace or not. In this article several examples of 'true' logotypes are displayed, which may generally be contrasted with emblems, or marks which include non-textual graphics of some kind. If the player and dealer both have a blackjack, it's a push.

In recent times the term 'logo' has been used to describe signs, emblems, coats of arms, symbols and even flags. If a player has a blackjack and the dealer doesn't, the player wins automatically. It also depicts an organisation's personality. After the cards are dealt, if the dealer has a blackjack, all the players who don't have a blackjack lose immediately. A logo is a tangible form used to represent any given article. A player with a natural is usually paid 3:2 on his bet, although in 2003 some casinos started paying only 6:5 on blackjacks, a move decried by longtime blackjack players. . A two-card hand of 21 (an ace plus a ten-value card) is called a "blackjack" or a "natural", and is an automatic winner.

should be distinctly different from others in a similar market. In European blackjack, the hole card is not actually dealt until the players all play their hands.) The cards are dealt face up from a shoe, or face down if it is a pitch game. The shape, color, typeface, etc. (The face-down card is known as the "hole card". A logotype, commonly known as a logo, is the graphic element of a trademark or brand, which is set in a special typeface and/or font, or arranged in a particular, but legible, way. One of the dealer's two cards is face-up so all the players can see it, and the other is face down. Icon (symbol / brandmark). The dealer gives two cards to each player, including himself.

Logotype/Wordmark/Lettermark (text or abbreviated text). After initial bets are placed, the dealer deals the cards, either from one or two hand-held decks of cards, known as a "pitch" game, or more commonly from a shoe containing four or more decks. Combination (icon plus text ). If the player's and the dealer's hands have the same point value, this is known as a "push", and neither player nor dealer wins the hand. avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is commited to being associated with any and all connotations such imagery may evoke. Note that if the player busts, he loses, even if the dealer also busts, which is the source of the casino's advantage. avoid photography or complex imagery as it reduces the instant recognition a logo demands. The goal of each player is to beat the dealer, by having the higher, unbusted hand.

do not use the face of a (living) person. A hand in which an ace's value is counted as 11 is called a soft hand. do not use a specific choice of third-party font or clip-art as a distinguishing feature. An ace's value is 11 unless this would cause the player to bust, in which case it is worth 1. brand standard manual). Cards 2 through 10 are worth their face value, and face cards (jack, queen, king) are also worth 10. include guidelines on the position on a page and white space around the logo for consistent application across a variety of media (a.k.a. The hand with the highest total wins as long as it doesn't exceed 21; a hand with a higher total than 21 is said to bust.

be aware of design or copyright infringements. Blackjack hands are scored by their point total. design using vector graphics, so the logo can be resized without loss of fidelity (Adobe Illustrator is one of the main programs for this type of design work; open source programs like Inkscape are emerging as excellent free alternatives). . produce alternatives for different contexts. This hand was called a "blackjack" and the name stuck even though the bonus payout was soon abolished. avoid gradients (colors that transition from dark to light/light to dark) as a distinguishing feature. One such bonus was a 10-to-1 payout if the player's hand consisted of the ace of spades and a black Jack (either the Jack of clubs or the Jack of spades).

use few colors, or try to limit colors to spot colors (a term used in the printing industry). When blackjack was first introduced in the United States it wasn't very popular, so gambling houses tried offering various bonus payouts to get the players to the tables. represents the brand/company appropriately. Blackjack's precursor was vingt-et-un ("twenty-one"), which originated in French casinos around 1700, and did not offer the 3:2 bonus for a two-card 21. abides by basic design principles of space, color, form, consistency, and clarity. Much of blackjack's popularity is due to the mix of chance with elements of skill and decision making, and the publicity that surrounds the practice of card counting, a skill with which players can turn the odds of the game in their favor by making betting decisions based on the values of the cards known to remain in the deck. may be able to maintain its integrity printed on various fabrics or materials (where the shape of the product may distort the logo). Blackjack, also known as twenty-one and pontoon in British English, is one of the most popular casino card games in the world.

can work in "full-color", but also in two color presentation (black and white), spot color, or halftone. Luck, Logic, and White Lies: The Mathematics of Games, Joerg Bewersdorff, 2004, ISBN 1568812108, 121-134. should remain effective reproduced small or large. Epstein, 1977, ISBN 012240761X, 215-251. is functional and can be used in many different contexts while retaining its integrity