What is a Logo?

The dictionary meaning of a logo is a symbol, sign, or emblem. Human beings have used such symbols throughout time to convey a succinct message. In present times, logos tend to be graphical in nature, designed for easy recognition of an organization. It is a tool to build an identity for the organization, as part of its trademark or brand, and to generate favourable thoughts and feelings about the organization. A logo needs to be original and memorable for the greatest impact. Features of a Corporate Logo A corporate logo should create a memorable association with a particular brand character. It is the initial impression most people see of company, like the flag of a country, but its impact depends upon how it is used. Its creation needs to consider many factors, including the culture of the company it represents. Interesting and intelligent combination and use of shapes, colors, typefaces and other elements can create an image that is simple, yet rich with a concept synonymous to the organization. Select symbols that best describe the business and withstand time. For example, the HMV or ‘His Master’s Voice’ logo, depicting a dog sitting and intently listening to a phonograph, first used in 1910, is still in use and relevant today. If appropriate symbols and images are not found, abstract images can be used to relate to the organization's philosophy. Directed towards the masses, a logo should not have any cultural, racial, or other kind of bias, thus allowing it to appeal to the widest possible audience. Use of Ideogram or icons makes them suitable for use in multi-cultural, multi-national, and cross-language marketing. However, a logo can be either typeface or icon based, or a combination of both, like that of Red Cross, Nike, Coca Cola, and Sony etc. Colours express meaning, have emotions associated with them, and designers implement them appropriately to suit the nature of the organization. A logo is associated with the value of the brand, becoming a symbol of assurance and reliability. A logo is a core identifier of an organization, used on business cards, letterhead, and advertising material. More than a mere visual mark, it is the face of the organization, and so it must be original and memorable for the greatest impact.