What is a logo?
The logo is perhaps the most important identifier of your company. From the time you hold it in your hands, it will accompany you for years. On business cards, letterheads, on signs, vehicles, on the Internet, brochures or exhibition stands, the logo will follow you in your tracks and wherever you go. It can be printed or stitched on the clothes of your co-workers, or perhaps as a banner at a sporting event. In other words, the logo creates contacts for you: eye contacts. In the best case, it will catch the eye of the beholder and communicate your advertising message, which reads:
“I stand here for the company XYZ, which operates in the industry XY”.
“Oh yes”, the viewer thinks and forgets all about it again. But latest at the second or third time looking at the logo, he or she should be able to remember your logo. This only works however if it’s memorable enough. But the
logo does more for you! When you hire the first (or next) employees, they will begin to identify themselves with the company and the logo as its deputy. Or – at least they will try. And if your logo isn’t so bad that you have to be ashamed of it, you will even succeed! Last but not least, the logo also works for you as an entrepreneur. It stands for your wishes, plans, your objectives, your success, and for your positioning in the market. It is a visual arena for all your business activities. This is often a starting point for startups and newly launched companies to get in place before launching their marketing efforts.
Different types of logos
Logos fall into three classifications (which also can be combined). Ideographs are completely abstract forms; pictographs are iconic, representational designs;
logotypes (or word-marks) depict the name or company initials. Because logos are meant to represent companies’ brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos.
Color is a key element in logo design and plays an important role in brand differentiation. The importance of color in this context is due to the mechanics of human visual perception wherein color and contrast play critical roles in visual detail detection. In addition, we tend to acquire various color connotations and color associations through social and cultural conditioning, and these play a role in how we decipher and evaluate logo color. While color is considered important to brand recognition and logo design, it shouldn’t conflict with logo functionality, and it needs to be remembered that color connotations and associations are not consistent across all social and cultural
groups. Choosing an organization’s logo’s color is an important decision because of its long term implications and its role in creating differentiation among competitors’ logos. A methodology for identifying potential logo colors within an industry sector is color mapping, whereby existing logo colors are systematically identified, mapped, and evaluated.
Logo design process
Designing a good logo often requires involvement from a marketing team teaming with the graphic designers. Before a logo is designed, there must be a clear definition of the concept and values of the brand as well as understanding of the consumer or target group. Broad steps in the logo design process include research, conceptualization, investigation of alternative candidates, refinement of a chosen design, testing across products, and finally adoption and production of the chosen mark.
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