The function of a logo is to make a memorable impression in the mind of a potential client or customer. It’s the very heart of your company’s corporate identity and one of the key ways that you stand out as unique in the marketplace. Logos are wrapped up in branding and often logos are the entire brand image in themselves – just think the golden arches of MacDonald’s.
Although the job of a logo is to mark your business and brand out as unique, that expression should not be overly complex as it’s equally important your logo is easily identifiable. There are practical considerations to good logo design too. What looks great on your business card or letterhead may not scale up to yard signs or billboards and vice versa. Logo design can use several approaches. Textual logos (recognisable word and letterforms that may be slightly modified) can appear in various shapes and sizes to convey your message. A good example of a powerful textual logo is the brand marque for IBM. Illustrated logos can be as simple or as complicated as you like. A good example of this approach is Pepsi which features red, white and blue text as well as a bottle cap illustration. In the 1940’s the Pepsi-Cola logo was entirely textual and mirrored the rival Coke symbol almost exactly.
Symbolic logos have many advantages. Using an abstract device to represent the company can work well across many international, multi-lingual markets but a great deal of collateral and marketing or advertising budget has to be spent to get that symbol associated with the company. When it works, it can work very well and a good example of a symbolic logo is the Nike tick. Whatever approach you select for your logo design, remember that it will have to be carried through into all aspects of your brand communication, including stationery design, advertising, packaging and online marketing.
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