We have already mentioned this: your company needs a logo, but what is a logo? A logo is a symbol that expresses graphically the organization’s activities and personality in a distinctive and absolutely original way. A good logo is an image, made of either words or shapes, which summarizes the company’s values and constitutes a brand that will be immediately recognized by consumers.
Through the logo people can associate the sign directly to the products, services and the social meaning of a company. The logo is part of the company’s brand, if we bear in mind that a brand is a group of cultural values and meaning as regards the products of a company. A logo is a tangible way or visualization of prestige, quality and philosophy that characterizes a company.
Through a quality logo, originally designed to make an institution recognizable, a company is established in the market and in the collective unconscious. Thus, public associates unmistakably certain formats, lines, colors and words to a given organization, and the logo is set in the culture throughout the years, as shown by most famous designs.
It is important to point out that in the design world there is a difference between the logo and logotype concepts, though they are frequently used as synonyms. When representing an organization, the graphic designers can choose to use words, icons, or both elements combined. If the name of the brand is used on the logo, this is a logotype, which will differentiate certain company thanks to the use of an original typography. Google logotype is a good example. On the other hand, an icon used to represent a company, with a literal or metaphorical meaning, is an isotype. As an example, we can mention the symbol of Mercedes-Benz. Logos which combine the verbal and iconic shape are denominated isologotypes. Adidas is an example of isologotype. Beyond terminological difference, on our pages we will use these words interchangeably as ordinary people do.
Moreover, the logo is a key component in the company’s corporate identity. Every organization needs to have a coherent corporate identity, formed by certain aesthetic criteria that characterize it. The logo is the key that strongly determines this identity, not only because it will appear in all the graphic system (business cards, envelopes, letterheads, posters, Web sites, etc.), but also because it establishes the colors and shapes.
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