A logo is a design or image that represents a company, brand or product. Its aim is to help people identify the company with a positive customer experience. It is the basis of all future branding, advertising and communication strategies. Therefore considerable attention should be paid by the brand owners to develop and create an image that besides being unique will stand the test of time – Remember a logo will outlive people, products and services and exist as long as a company continues to operate.

Background:

The word ‘logo’ is derived from the Greek word ‘logotipos’ meaning a graphic symbol, element or icon of a trademark or brand which is set in a unique typeface or arranged in a particular way.

The three different aspects of a logo are:

Logotype/ word mark /letter mark

Icon: symbol/trademark

Slogan: Tag line

Logos gained enormous popularity in the 19th Century after the Industrial Revolution which led to increase in output, distribution and beginning of competitive markets. Every Company wanted to prove it was the best. Every organization wanted to outshine its competitors which surprise, surprise has not changed. There was a huge upsurge in the market and as a result logos were created in order to enable people to differentiate between products, packages and labels so buyers could easily recognize the product they wanted.

The emergence of logos brought about a revolution in the advertising world. More and more companies began demanding a unique symbol that could be a part of their business for years to come. However, only affluent companies could afford their own logo, crest or emblem.

Concept:

Concept is the most crucial aspect of logo design. The logo needs to undergo rigorous tests in order to create a unique place in the market its brand owners operate in.

While deciding on what kind of logo you want, ask yourself about the kind of image you want to portray about your company – For example cartoons could represent a fun filled company philosophy. Never forget that once decided upon, your logo will be a silent medium that will communicate the company’s ideals and philosophy.

The logo should be impressive and at the same time should not be over dramatic. The design elements need to be as few as possible so that the logo does not appear to be packed with different image components. It should be able to attract the customers the company wants to attract. For example, research shows that using bright colors does not create the brand confidence in finance related companies. Finance companies are advised to stick by the traditional grey, blues and reds (remember the bankers’ grey and blue pinstripe suits!!) by the marketing gurus! Though for every rule the pundits ask you to stick by, there are highly successful designs that just do the opposite - ING’s logo with its orange color image does exactly the opposite of what research and popular wisdom suggests but still creates a highly unique and recognizable symbol.

It is felt that certain elements make up a credible and a high quality logo. These are:
A logo should be different from your competitors. In my view there is no point being another face in the crowd. So stand out and if you dare, be different. Sometimes breaking rules and conventions may work in your favour. Evaluate maverick design ideas and themes.
It should reflect the companies business, products/services.
It should be easy to compress and still uniquely retain its design elements.

When finalizing your logo design think about your target market and ask these questions:

1) By looking at your logo image, will they be able to guess what the company products/services are.

2) Will they see the image as a representation of professional, reliable company – A company that delivers on its promise?

Remember the logo is not to please you but your customers. Why? Because they are the ones who pay your salaries. They are the ones who will help you buy that lovely apartment with water views!

The most simple yet difficult thing to do is to ignore and forget about what your personal likes and dislikes are with respect to colors, images and font styles and try to see from your target customer segments’ point of view. Easier said than done, but if you can, you will have a logo that will be recognizable.

Significance:

A well designed logo can raise the image of a company it represents. It establishes the credibility of the company. Potential customers form an opinion of a business within seconds and the logo plays a significant part in determining this.

Each aspect of the logo’s design should be carefully analyzed in order to ensure that the right message is being communicated.

Logos leave remarkable impressions that have a lasting and a deep impact on the hearts and minds of the viewers.

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