The activity of any company begins with the creation of a corporate identity, the main components of which include the development of a logo. It is this emblem that demonstrates the belonging of a product or service to a particular enterprise, reflects its concept and carries a certain semantic load. Let us consider in more detail what a logo is, the types of logos and the basic rules for their development.
Definition and meaning
A logo is a display of information about a company in a graphic format, its symbolic representation, symbolic personification, which contributes to the recognition and authority of the company. In other words, this is an abbreviated name of the organization, presented in the form of the original style, using a special font, style and illustration. The significance of the logo in the business world is enormous: it distinguishes the company from similar enterprises, attracts the attention of potential consumers, “talks” about it, forms the first impression. Indeed, it is through the logos of companies that consumers form a definite opinion about their activities.
Power of influence
The logo, akin to a trademark, will always and everywhere be in plain sight to adorn letterheads, signs, business cards, documents, and the uniform of employees. Therefore, its creation should be approached with maximum responsibility, finding the right balance between pragmatism and creativity. A logo is not just a beautiful face designed for aesthetic purposes. A well-developed symbol can attract consumers, leave behind competitors, provide stable indicators of growth and income of the company. While the whipped-up bad logo is quickly lost among the bright brothers, creating a negative impression of the organization.
What is a logo: types of logos
Graphic style and symbols
Displays data about the company through graphic symbols - photographs, pictures, drawings - without the use of text. The graphic representation of the symbolic logo represents the essence of the product by illustrating the activity or company name. For example, the logo in the form of an eagle can denote the name of the organization, “talk” about its high business and moral qualities, and can be used by travel agencies as a symbol of a reliable and successful flight. Pure graphic symbols are rarely used and are preferred by promoted brands. However, having sufficient experience and talent, creating a correct, alluring and strong logo is not difficult.
Text view
Letter patterns are used by firms much more often than graphic ones. Logos have much in common: the abbreviated name of the company or its activities, abbreviations are usually expressed graphically using special fonts, unique characters (for example, Coca-Cola, Panasonic, Bosch). The advantage of a text logo is that it evokes clear associations and a clear idea of the company.
Type combination
The combination of two types of logos appears, as a rule, in the form of a symbiosis of a graphic image with a clear inscription (slogan, company or brand name). Combined company logos are considered the most informative and successful for non-promoted companies.
Alphanumeric Style
This style is the most common and actively used by many companies due to their accurate display of information. The alphanumeric look of the logo is relatively simple to design, as informative as possible and preserves the individual style of the style even after printing. Examples: Ford, Kodak, Sony, Motorola.
The main features of a successful logo
A beautifully designed logo, the types of logos that you decide to choose, cannot guarantee you brilliant results if the basic requirements were not taken into account during the development:
- Functionality. The main mission of the logo is to bring the consumer to the seller.
- Conciseness. The emblem should be made in a restrained and concise manner, without the use of a large number of small parts, which are very difficult to transfer to paper.
- Informational content. A correctly designed logo contains the main essence of the information message about the company, representing a cross between a laconic appearance and the most complete picture of it.
- Originality and uniqueness. The mark should not include the stolen idea, plagiarism, similar features of another brand, but identify your product or service.
- Impressiveness - impact on the consumer through emotional, aesthetic perception.
- Memorability. Creating a logo involves finding a balance between originality, uniqueness of the sign and the ease of its perception.
- Compliance with the image, status, line of business and goals of the company.
- Universality - a clear image of the logo both on documents and on business cards, products and souvenirs.
Features of creating logos
When developing a logo, great importance is attached to the colors, font, and shape of the logo, which directly or indirectly can affect its perception from a psychological point of view.
- Color . The color scheme of the logo is selected in accordance with the impact of a particular shade on the human psyche. For example, green, blue, blue colors make a person a favorable impression, calming and beckoning, while the red and bright orange palette is exciting and aggressive. In addition, it is necessary to take into account the meaning and associations of color, so as not to get into trouble. Specialists recommend using no more than three colors in the design of a sign, completely abandoning shadows, gradations, and blending.
- The font depending on the direction of the company can be serious, concise, intricate, with the use of curls and rounding. It should be easy to read and understand.
- Form . Recommended shapes are triangle, square, circle, and combinations thereof. The correct form of the logo is a holistic, organically fitting to any surface, proportional system of symbols without the use of small details.
A start-up company that is at the stage of developing a corporate identity needs to know what a logo is, types of logos, basic requirements and features of its creation. Because the properly designed logo is of great corporate importance.