Designing a logo for a company…
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Written by Robert on June 6, 2008 – 7:46 pm
The somewhat inaccurate yet common term “logo” stands for the word and/or symbol that represents a company or a material or immaterial product. It is inaccurate because the Greek word logos actually means “word” or “speech,” thus a more precise derivative would be “word sign.”
A logo typically consists of text, graphic image, or a combination of both. It is an important element of corporate design in that it formulates the visual identity of the entity or institution it represents. Some consider the logo to be the foundation upon which the design of a corporate identity is based, while others see it as more of a finishing touch, believing that good corporate designs should ultimately be identifiable without the use of a logo.
Due to the growing complexity of global corporate structures, it has gradually become necessary to develop an entire system of signs and symbols for purposes of identification. Designing a logo is a challenge for many designers. A good logo is quickly understood, enduring, can be reproduced in a variety of media, and is “eye-catching.”
The ultimate test of a logo’s technical reproducibility is often conducted using the fax machine. It is generally the case that if it remains recognizable after several faxes, it will prove successful in any medium. Other factors and methods of application need to be considered, as well: the length of the print run, its translation across a variety of media, and the contexts in which it will ultimately be used all play an important role in determining the designer’s final choices about the logo’s color and form.
A logo design should communicate the identity of the entity or institution it represents in a clear and insightful way. A logo’s function includes social identification (how it is perceived by others), copyright identification (how it differentiates itself from its competitors), and owner identification (how it conveys information about proprietary rights). Some historical examples of how the logo’s predecessors exhibited these various functions include the coat of arms (social identification); the branding of cattle dating as far back as ancient Egypt (owner identification); and signatures on ceramic products such as oil lamps in ancient Rome.
The technical requirements of a logo have become more complex over time: in the new media of today, the growing use of synesthetic factors like sound and movement in logo design has required designers to expand their range of skills to include aspects like audiobranding and logoanimation (Branding, Animation).
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I very much appreciate this post, it was very insightful. We regularly design logos for clients, but often find a little bit of hesitation or questioning that indicates they don’t understand the need or importance of branding themselves or a product they deliver. I think that logos not only summarize visually what the company represents, but also what their atmosphere or personality is. People get a “feel” for a company just from their perception of their logo or look.
Thanks again for this post on logo design.