Logo - Logo Brands and Branding

A logo is a graphic element, symbol, or icon of a trademark or brand and together with its logotype, which is set in a unique typeface or arranged in a particular way. A typical logo is designed to cause immediate recognition by the viewer. The logo is one aspect of the brand of a company or economic entity, and the shapes, colors, fonts and images are usually different from others in a similar market. Logos may also be used to identify organizations or other entities in non-economic contexts.

Logo Uses

A logo is an iconic symbol designed to represent a company, organization, product, service, and sometimes certain places (e.g., Canada).

In recent times the term 'logo' has been used to describe signs, emblems, coats of arms, symbols and even flags. In this article several examples of true logos are displayed, which may generally be contrasted with emblems, or marks, which include non-textual graphics of some kind. Emblems with non-textual content are considered one aspect of a complete logo.

Distinct aspects of a complete logo:

Logotype/Wordmark/Lettermark: text or abbreviated text
Icon: symbol / brandmark
Slogan: description of the company
The uniqueness of a logo is often necessary to avoid confusion in the marketplace among clients, suppliers, users, affiliates, and the general public. To the extent that a logo achieves this objective, it may function as a trademark, and may be used to uniquely identify businesses, organizations, events, products or services. Once a logo is designed, one of the most effective means for protecting it is through registration as a trademark, so that no unauthorised third parties can use it, or interfere with the owner's use of it.

There are several elements of a good logo. An effective logo—

should be unique, and not subject to confusion with other logos among viewers
is functional and can be used in many different contexts while retaining its integrity
should remain effective whether reproduced small or large
can work in "full-color", but also in two color presentation (black and white), spot color, or halftone
should be able to maintain its integrity when printed on various fabrics or materials (where the shape of the product may distort the logo)
displays basic design principles (space, color, form, consistency, and clarity)
represents the brand/company appropriately.

Logo Design

Logo design is commonly believed to be one of the most important areas in graphic design, thus making it the most difficult to perfect. The logo, or brand, is not just an image, it is the embodiment of an organization. Because logos are meant to represent companies and foster recognition by consumers it is counterproductive to redesign logos often.

When designing (or commissioning) a logo, practices to encourage are to

avoid being over-the-top in an attempt to be unique
use few colors, or try to limit colors to spot colors (a term used in the printing industry)
avoid gradients (smooth color transitions) as a distinguishing feature
produce alternatives for different contexts
design using vector graphics, so the logo can be resized without loss of fidelity
be aware of design or trademark infringements
include guidelines on the position on a page and white space around the logo for consistent application across a variety of media (a.k.a. brand standard manual)
not use a specific choice clip-art as a distinguishing feature
not use the face of a (living) person
avoid photography or complex imagery as it reduces the instant recognition a logo demands
avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is committed to being associated with any and all connotations such imagery may evoke