Logo - graphic image trademark. It is created for easy recognition of the company's brand among consumers.
The logo must be unique and of high quality, attracting the attention of the buyer. Logos were created to differentiate products from manufacturers in the same industry.

The KOLORO company develops one-of-a-kind logos.

There are several types of logos:

1. “Letter” logo – one or more letters are used.
2. Logo “Symbol” - depicted in the form of graphic or alphabetic symbols.
3. Logo "Emblem" is a graphic element of image and text.
4. Logo "Logoslovo" - consists only of letters.
5. Abstract Sign Logo - Creates a visual form of a company's concept using a symbol.

The first logo in the world

The first logo in the world was an image of a dog listening to a gramophone. The dog's name was Nipper.
One of the brothers of the Barro family saw how the dog loved to listen to the Edison-Bell phonograph and decided to capture this moment by drawing a picture “A dog listening to a phonograph.”

In 1900, Marc Barrot's brother, Francis, took Nipper's drawing to a disc gramophone company. The owners of the company really liked the drawing and decided to produce their product with this image. But the original version of the drawing, which depicted a drum gramophone, was replaced with a disk one. The drawing became the first trademark of the companies: “HMV music stores”, RCA, “Victor and HMV records”. The company also began releasing records with Nipper's designs.
The logo currently uses the music channel of the HWV store.

The evolution of global brand logos

Logos of global brands have not always looked stylish and laconic. Some companies, even being popular among consumers, have redrawn their logos. Main reasons:

• change in direction of activity;
• following new trends.

Let's look at a few examples of the evolution of company logos.

• Global Apple Corporation

The company's first logo was an engraving of Isaac Newton under an apple tree, which was surrounded by a large ribbon with the signature "Apple Computer Co" (1976-1977). The designer of this logo was one of the founders of the company, Ronald Wayne. After Ronald left, the logo was changed.

The second Apple logo was made by designer Rob Yanov. Nothing remains of the company’s old logo, except, perhaps, the idea of ​​a fruit falling on Newton’s head. New brand name Apple - rainbow bitten apple (1977-1998).

The logo that we see now on Apple products was changed in 2007. The “apple” became metallic with reflections, but the shape remained the same.

• Samsung

Samsung means “three stars” in Korean. The company was founded in South Korea. The first three logos used stars and the Samsung name.

In 1993, the company decided to create a new logo for its 55th anniversary. It exists to this day. This is a blue ellipse in the center of which “SAMSUNG” is written in white stylized letters.

• Twix bars

The first bars were produced in 1967 in Britain. They were called Raider. But a few years later, in 1979, the name was changed. Raider became Twix. After changing the name, products began to be exported to the USA.

The name Twix is ​​made up of two words, “double” and “biscuit”. Twix bars are very popular all over the world. In Ireland they are still sold under the original name Raider.

• Coca-Cola

Coca-Cola has the most recognizable corporate logo style, which is over 117 years old. The company was founded in 1886 and its logo in 1893. The company logo is written in "Spencer" calligraphy font. It was created by Frank Robinson, an accountant and friend of the company owner.

In the early 1980s, due to competition from Pepsi products, it was decided to change the company's logo to New Coke. Having done this marketing ploy, the company began to lose sales. Consumers did not like the new name of the drink. After some time, the drink was returned to its former name Coca-Cola, thereby improving its sales.

• Pepsi

In 1903, the Pepsi-Cola brand was created. Agree, the company’s first logo is not very pretty. You could say it was a failure.
To prevent this from happening to your brand, you need to contact a team of professionals at KOLORO, who will help make the logo perfect.

After the Great Depression of the 1930s, Pepsi-Cola was able to prove to the Coca-Cola Company that it could compete on the same level.

In 1962, the company changed its logo to a three-color ball and also removed the Cola prefix. Now it is called only Pepsi. However, the company logo changes very often. What this is connected with is unknown.

• McDonald's

In 1940, McDonald's was created. The company's first logo is an image of a Speedee chef . Later the Speedee logo was redrawn. In the 60s, Jim Spindler changed the company logo to the one we know today. And this is the letter M.

Fashion industry logos (famous fashion brands)

Almost each of us can recognize and name brand monograms. For fashion houses, a logo is very important because most fashion houses are named after the founding designers.

• Louis Vuitton

The fashion house was created in 1854. Corporate logo companies - LV monograms. The color of the monograms and canvas may have changed, but the logo of this brand itself has not changed to this day, except that it was slightly simplified in the 2000s.
The brand's clothing is made from very high quality materials and therefore the products are expensive.

Louis Vuitton brand products are the most copied. But it is very easy to recognize a fake - in the original, the brand logo is always located symmetrically.

• Chanel

The Chanel logo first appeared in 1921. It was depicted on the bottle of Chanel No. 5 perfume. The company's logo is a double letter C. It resembles two wedding rings that are not closed together. The letter C is the initials of Coco Chanel.

• Fendi

The Fendi logo was created in 1972 by the company's new designer, Karl Lagerfeld. The brand logo is a large F that is mirrored.

• Versace

The Versace house logo is very extravagant and extraordinary. It was designed in 1978 by Gianni Versace. The logo represents the head of a representative of ancient Greek mythology - Medusa the Gorgon. The designer explained why he chose this character: “This is a synthesis of beauty and simplicity that can hypnotize anyone, just like the clothes produced by the brand.”

• Givenchy

In 1952, the Givenchy brand began producing clothing. high quality, as well as the line jewelry and perfumes. The brand logo is very simple and concise. The quadruple G is placed in a square. It looks like Celtic jewelry.

Car brand logos

"Winged" cars:

Bentley- British luxury car. The characteristics of the car can be described in just two words - aristocratic luxury. The car's logo is the letter "B" enclosed in the wings. The emblem indicates the power, speed and elegance of Bentley limousines.

Aston Martin- The car logo was created in 1927. These are eagle wings that frame the Aston Martin inscription. The company's owners compared their car to an eagle. Because the eagle is a fast, agile and predatory bird.

Chrysler- The first logo of American cars was a pentagonal star created in 1923. After the company joined the German concern Daimler AG in 1998, the logo was changed to “open wings.” They demonstrate the virtuosity and uniqueness of Chrysler vehicles.

Cars with animal logo

Jaguar- whose emblem was originally SS - Swallow Sidecar. In English, “swallow” means “swallow.” After the Second World War, most Europeans had negative associations with the SS emblem (association with fascists), so the company owners decided to change the name of the brand. The Swallow Sidecar has been replaced by a Jaguar. Agree, strength, elegance and grace are very suitable for modern Jaguar cars.

Lamborghini— at first the Italian company was engaged in the production of tractors. Therefore, the bull became the emblem of the company. This animal is very hardy and strong. Nowadays, Lamborghini cars are powerful, expensive supercars, and the golden bull emblem suits them very well.

Ferrari— the car logo of this brand is familiar to everyone. Its main attributes are a prancing black stallion on a yellow-gold background with a painted Italian flag at the top of the logo.

The Ferrari emblem was originally on the plane of pilot Francesco Baracca during the First World War. Enzo Ferrari asked Francesco to give him this logo. The pilot agreed and gave Enzo the right to use the logo.

The best music industry logos

Virgin is a British record label. Created in 1972 by Richard Branson and Simon Draper. The name of the label is very interesting. Virgin in English means “virgin”.

The Virgin Records logo (the first company) was created by English illustrator Roger Dean.

A few years later, Virgin brand became very popular among English performers. After Virgin signed punk rock band the Sex Pistols, Branson decided the company lacked chutzpah. Therefore, it was decided to change the company logo.

Legend has it that one of the artists drew the new logo we know today on a napkin. Branson really liked it. Richard associated the new logo with his company. “Simplicity, attitude and energy are about us,” said Branson.

Sony Music Entertainment- created in 1988 and owned by Sony. One of the "Big Four" record companies in the world. Sony Music covers almost all show business.

The company's first logo was multi-colored, small triangles in the middle of which were the letters SMV. The company logo changed very often. In 2009, Sony Music decided to make the logo completely different. The new logo looks like this: a simple red brush effect on a white background and the text “SONY MUSIC” appears in the appropriate Sony font.

AC/DC- a world famous rock band. Most people may not be familiar with the band's work, but everyone recognizes the AC/DC logo.

Creative director Bob Defrin helped create the logo for the rock band. The font was chosen from the Gutenberg Bible, the first ever printed book.

Huerta's intention was to create an emblem based on the biblical imagery of the AC/DC song "Let There Be Rock." Of course, the lightning and blood red coloration suggest the presence of less angelic influences.

The Rolling Stones are a famous British rock band. Designer John Pache helped create the group's logo. He received 50 pounds for his work. The designer was inspired by Mick Jagger's expressive lips and tongue. It was also inspired by the Hindu goddess Kali.

Queen- British rock band of the mid-1970s. She captivated the hearts of many listeners. The logo was created by the lead singer of the group, Freddie Mercury. He depicted the letter Q (the name of the group), which is surrounded by the zodiac signs of the band's musicians.

Logo Design Trends 2017

Design trends change almost every season. This applies not only to clothing, makeup and style, but also to trends in logo graphic design.
Logo trends 2017

Minimalism

Many companies resort to this style, because minimalism is simplicity and conciseness. Minimalism uses very few colors. Everything should be simple and executed in the same style, without unnecessary additions.

For example, the well-known application Instagram used this style.

The company's first logo was a black and white image. Polaroid camera OneStep. In May 2016, the company decided to rebrand not only the logo, but also change the design of the application. Now it's a camera and a rainbow made with a gradient effect.

Gradient colors

Creating a logo with a gradient of colors is a very good move for many companies, because this trend will be at the peak of popularity for a long time. A striking example is the international payment system MasterCard. The company's designers simplified the design and used geometric fills for the logo.

Black and white trend

Black and white design will always be in trend. Laconicism and simplicity of two colors is always a win-win option.

The best example is worldwide famous brand Nike.

Carolyn Davidson helped create the logo for the brand. The logo features an abstract wing of the goddess Nike.

Geometric shapes

To create a unique but at the same time simple logo, designers use geometric shapes that are very easy to perceive and remember.

Example - logo YouTube - a service that provides video hosting services. The brand logo is a “bubble” in the middle of which there is a “play” icon.

Lettering

Quite a simple style. Letters are selected specifically for a specific name or text and are used only once.

Lettering can include a company logo Google. The company's first logo was created in a graphics editor by co-founder Sergey Brin. The designer of the new Google logo style was Ruth Kedar. It was she who came up with the logo design that we know now.

hand drawn

Hand-drawn logos look clear and “folk-like”. A lot worldwide famous companies use this style.

Johnson & Johnson — good example new trend of 2017. The company logo is very simple - red text on a white background, handwritten.

Web animated logos

Web animated logos are a trend for 2017. They look very bright, extraordinary. With the help of Gif logos you can attract the attention of consumers.

Disney has been using this trend for a long time. Back in 1985, Tinker Bell began flying over Sleeping Beauty's Castle.

The KOLORO company will develop for you a unique design of your logo, because our specialists are always on the topic of new trends in world design.

Logo, sign and emblem. Terminology. Alexander Shiryshev.

Sign, logo, emblem - everyone has heard these words, many actively use them, but most use them for other purposes. Why is a sign called a logo, and an emblem called a sign? Why did the designer get lost in three birch trees and drag the client there? Let's figure it out. Let's start with the logo.

“Logo (from the Greek logos - word and typos - imprint) is an original design, an image of the full or abbreviated name of a company or a company’s products. It is specially developed by the company in order to attract attention to it and its products.”— Raizberg B. A., Lozovsky L. Sh., Starodubtseva E. B. Modern economic dictionary. 5th ed., revised. and additional - M.: INFRA-M, 2007. - 495 p. — (B-ka of dictionaries “INFRA-M”).

“Logo (from the Greek logos - word + typos - imprint) is a hand-set letter with the most common syllables or even words. Logos were used in the early stages of printing to speed up the typesetting process.”— Milchin A.E. Publishing dictionary-reference book. — Ed. 3rd, rev. and additional., Electronic - M.: OLMA-Press, 2006.

“Logo (from German Logotype, English logotype - Stefanov S.I. Advertising and printing: experience of a dictionary-reference book. - M.: Gella-print, 2004. - 320 pp.: ill. - (Advertising technologies).

All the above definitions agree on one thing: logo- this is some kind of indivisible combination of letters. Specifically in design - verbal trademark. This can be the name of a company or product, typed in a ready-made font, or an original style drawn by the designer for this work, a calligraphic inscription, a monogram, a monogram. Obviously, it is wrong to call a trademark a logo in general, especially if it represents some kind of image not related to letters. However, you can often find illiterate use of this term. Even at the end of the last definition this situation is mentioned.

Logo. Alexander Shiryshev.

Sign- a very broad concept. The simplest definition I found explains it as “something capable in some respect of acting instead of something else, that is, being perceived by some living object, having meaning”(Russian Humanitarian encyclopedic dictionary: In 3 volumes. - M.: Humanit. ed. VLADOS center: Philol. fak. St. Petersburg state University, 2002).

I dare to assume that by “living object” here we mean a person. The newest philosophical dictionary interprets this concept even more clearly.

“A sign is traditionally a material, sensually perceived object (event, action or phenomenon), acting in cognition as an indication, designation or representative of another object, event, action, subjective formation. Designed to acquire, store, transform and broadcast certain information (messages).”— The latest philosophical dictionary: 3rd ed., corrected. — Mn.: Book House. 2003.- 1280 p. - (World of Encyclopedias).

Based on these definitions, anything can act as a sign. Therefore, for our specific application case, it would be correct to clarify the concept. There are several options: graphic sign, brand name, signet, trademark, emblem, trademark. Dictionaries are full of definitions for each of these concepts, sometimes intersecting in meaning, sometimes contradicting each other, demonstrating a complete lack of understanding of the compilers, what they are talking about, and why they are introducing these terms into use at all.

The designer needs this term for one simple reason: it is one of his products. The client needs to explain why it is, how much it costs and how it is used. Obviously, explaining these things using the term “this bullshit” is not very convenient. What is the name of the original Nike lettering? We have already found out - the logo. What do you call the "swoosh" - Nike's famous arc? For now, we can answer this question using the method of contradiction: this is definitely not a logo. How to indicate a situation when they are used together? Another question to which the designer should know the answer, if only because there is a corresponding section in the standards passport and it should have a name.

Before we continue to terminology, let's deal with two harmful phrases: trademark And trademark. They are borrowed from advertising industry, which has a very mediocre relationship to identity. For advertisers, these terms are enough for communication. For a designer, they are too rough and conventional. Firstly, because anything can be hidden under them. Secondly, adjectives trading And commodity are misleading regarding the object of the design services application. After all, not only a product, company or service can have a corporate identity, but also non-profit organization, government or educational institution, city, country, TV show, film, festival, sports team, person and much more. It's hard to imagine the phrase trademark of the Ministry of Education or trademark of the Grushinsky Festival.

We will denote the object of the design services application (company, product, organization, institution, country, event, etc.) with the word brand. In the context of this article, it is not important to us that the brand is the result. Here and further, we will mean that the object for which we are developing a passport of corporate identity standards will sooner or later become a brand.

So, we need to define with a term such a phenomenon as a graphic sign of a brand. To be sure that we understand each other, I will give specific examples: Apple apple, McDonalds arches, Nike swoosh, Mercedes star, MTS egg, multi-colored Windows window.

Of the candidates for the designation of this branded element, the following terms remained: brand name, signet, graphic sign And emblem. Adjective branded concept sign does not specify, which means the term remains as inaccurate and cloudy as without it. Signet- Anglicism (from the English signet - sign, stamp), also not deepening the concept of sign. Thus, as a precise term it makes sense to consider graphic sign And emblem.

“Emblem (from the Greek emblema - insert, convex decoration), a conditional explanation of an abstract concept, idea using some image (for example, a dove - E. of the peace movement); often considered as a type of allegory. In the narrow sense, it is a symbolic image.”— “Great Soviet Encyclopedia.”

“Emblem (from Latin emblema - insert, convex image) is a conventional symbolic image of a concept or idea; Unlike a symbol, it does not embody the content of the concept, but only points to it.”— Raizberg B. A., Lozovsky L. Sh., Starodubtseva E. B. Modern economic dictionary. 5th ed., revised. and additional - M.: INFRA-M, 2007.

“Emblem (from the Latin emblema - Stefanov S.I. Advertising and printing: experience of a dictionary-reference book. - M.: Gella-print, 2004.

These definitions also apply to the term graphic sign. However, the concept graphic sign mixed with concepts trademark, brand name and even trademark, and the phrase itself graphic sign in practice it is simply reduced to sign. Sometimes a designer uses the term sign, understanding what is hidden underneath it graphic sign, sometimes not.

Emblem. Alexander Shiryshev.

From the title of the article it is not difficult to guess which term the author is leaning towards. For many years I have used the term graphic sign or just sign. But I’m gradually coming to the conclusion that the amorphous nature of these terms and the associated discrepancies are a significant obstacle in the work of an identity designer. Emblem more clearly, emblem Briefly speaking, emblem easier to understand and easier to explain to people who are far from design. There are no barriers to using this term. Word emblem familiar to everyone, can easily enter into professional use and be easily perceived by the customer.

Thus, we have two terms denoting two different entities: emblem And logo.

Why did I delve into terminology with such tediousness? Terms are the basis of internal and external industry communications. Both in communication with the customer and in communication with colleagues, one language should be used - the language of communication of professionals. And the more accurate and rich it is, the more effective communication will be.

As one colleague accurately put it: “think who complicates it: the seller, the giver.” different names various sausages, or a buyer who wants to be understood when all he says is “give me three hundred grams of sausage.”

A, m. logotype m., English. logotype. pl. gr. logos word + typos imprint. 1. Letters with the most common words and syllables, used in the past for manual typing. SIS 1985. 2. They will even decorate stylish white porcelain for a restaurant... ... Historical Dictionary of Gallicisms of the Russian Language

logo- Characteristic formalized name of the product or its manufacturer. Similar to a trademark, the logo is intended to make it easier for the buyer to identify the product or manufacturer directly in point of sale. . II In addition... ... Font terminology

Logo- (from the Greek logos word + typos imprint) a hand-set letter with the most common syllables or even words. L. were used at the early stage of book printing in order to speed up the typesetting process... Publishing dictionary-reference book

Books

• Logo and corporate identity. Designer's Guide, David Airey. The first edition of this book was published in 2009 and has been translated into 10 languages. During this time, a lot has changed, and now, finally, a completely revised, full-color second edition is being released...
• Kurdyumova. Literature. 5 grades Textbook-reader. Part 2. VERTICAL. (FSES). Electron logo. appl. (2012) , . Kurdyumova. Literature. 5 grades Textbook-reader. Part 2. VERTICAL. (FSES). Electron logo. appl. (2012) ISBN:978-5-358-09899-2…

Today we’ll talk about logos: importance, types and stages of creation. Let's find out why the site needs it and what requirements need to be taken into account when developing it.

The largest players in the world market agree to invest multimillion-dollar budgets in the creation of the main emblem of the company, its trademark. It’s hard for a business without a logo to promote its product and get highly appreciated consumer, to form the image of a successful and prosperous enterprise. Based on the results marketing research, modern man receives more than 10,000 advertising messages daily. In such conditions high competition The effectiveness of advertising depends, first of all, on brand recognition and popularity.

A logo is the name of a company, presented in the form of a text, text-graphic or graphic symbol. The word itself appeared in the 19th century and denoted text cliches used by printing houses. Only in the twentieth century. the term began to be used as a designation of a symbol symbolizing a specific brand, organization or product.

Why does a brand need a logo?

First of all, for recognition. The image function of a good logo is difficult to overestimate. Being more than just a picture, the emblem performs a number of marketing tasks:

• Distinctive– sets the brand apart from the competitive environment.
• Protective– protects the brand product from copying and counterfeiting.
• Warranty– when placed on a product, it confirms the declared quality.
• Aesthetic– becomes one of the elements in the design of product packaging.
• Advertising– recognition works, builds trust, increases loyalty.

What is a company logo? This is the basis of the corporate identity, the embodiment of the philosophy and principles of the brand. And also a symbol that you will have to come up with after reading this article.

An example of an excellent logo is the Formula 1 sign, which immerses you in the world high speeds and crazy drive.

How to come up with your own symbol

There are only three main types of logos:

Symbolic (graphic or symbolic)

It is an abstract image. The advantage of such logos is that they are easily perceived and quickly remembered, creating stable associative connections in the brain.

Text

Usually it is a stylized combination of letters or numbers, made using corporate fonts. To create a text logo, it is not necessary to use the company name. These can be abbreviations, abbreviations, artificially created words.

Combined

The most common type of logo, which combines text and symbolic components. It is considered universal, allowing elements to be used separately for placement on different media.

Principles and important rules

In order for the company logo to look organically on the website, business cards, packaging, etc., it is necessary to take into account and follow the rules for logo development:

Originality

Everyone knows that plagiarism is punishable. Therefore, we strongly recommend being creative and inventing. Moreover, such a solution will set you apart from competitors, such as, for example, the Mercedes company:

Three rays enclosed in a circle are a symbol of the production of engines for the three elements: earth, water and air.

Simplicity and conciseness

The lightweight design is not only quickly remembered, but also looks great on small media. A great example is the NIKE badge:

The swoosh symbol represents the sound of air being cut as it moves.

Versatility

Think in advance about how the logo will look on an office sign, employee business cards, website page, advertising leaflet, branded T-shirt. Regardless of the area of ​​the advertising plane and the compression percentage, the image quality should not suffer.

At Gazprom, everything is thought through to the smallest detail.

Symbolism

For all its simplicity, the logo must necessarily reflect the specifics of your company’s work and evoke appropriate associations. For example, as a sign of the Russian State Library:

Logo creation stages

Now let's talk about how to come up with and draw an emblem for your company or personal brand from scratch. To do this, you can use special graphics programs (Adobe Photoshop, CorelDRAW, Adobe Illustrator) or one of the online designers (ool Text, Logo Snap, Logo Yes, Simwebsol, etc.).

In order for a hand-made sign to fully reflect the company’s philosophy and the author’s idea, you will have to try. You can use association services (association.org) as inspiration. brainstorming and the work of foreign colleagues.

Stage 1. Analytical

Before you start drawing, you need to think through the concept of the future logo. To do this, you will have to study the logos of competitors, formulate competitive advantages of your brand, highlight your target audience. Such detailed work is not only useful for business, but also a great help in the next step.

Stage 2. Sketch

Display on paper the symbols that you think reflect the specifics of your brand. Be inspired by the work of others, but never plagiarize. Remember that each trademark must be unique, and copyright infringement is punishable by law.

At this stage, detailed drawing is not needed. Play with accents and color schemes. If necessary, involve colleagues or friends in the work, conduct a brainstorming session or discussion.

Important: it is impossible to patent a logo if there are identical or similar versions. This means that commercial use of such an emblem is not possible.

Stage 3. Trial

Are there a few options left? Show them to clients, employees, representatives target audience. Listen to reviews. Pay attention to the associative series and characteristics such as memorability, symbolism, etc. Make changes to the option you like and present it to the world as a new emblem of your business.

Stage 4. Presentation

After all modifications and error corrections, your logo is ready for legal registration.

Your brand color

There is one more thing we haven't touched on yet in this article. important aspect creating a logo - choosing a color scheme. While it is color (according to American studies) that becomes the formative factor stimulating purchase in 60% of cases. Psychologists confirm that certain shades evoke similar associations in people, causing similar reactions and stereotypes.

Red

Symbolizes activity, energy, activity. Actively used in auto industries, fast foods, and the film industry:

Blue

Calm and reliable, speaks of trust, protection and responsibility. Popular in energy, medicine, insurance, banking:

Green

A symbol of wealth, prestige, environmental friendliness and naturalness. Saturated is associated with abundance, and light is associated with serenity, which is used by representatives of eco-food, construction and repair:

Yellow

The brighter the shade, the more positive it carries. Liveliness, brightness, joy and fun - all these associations are used by youth brands, fast foods and companies involved in the sale of gadgets and equipment:

Black

Respectable and “elite”, emphasizes prestige and exclusivity. Therefore, it works great in the “expensive” areas of branded clothing and accessories, perfume:

Don't turn your logo into a rainbow. Two to four colors will be enough to create an effective, memorable symbol. Otherwise, if significantly reduced (on a business card, as a favicon on a website), it can turn into an incomprehensible blur.

As you can see, creating a logo for a website or company is quite simple. If you have the desire, time, perseverance and basic PC skills, you can do this yourself. Try your hand, develop creativity, do not be afraid to embody the most daring ideas - and your logo will actively work to develop and popularize your business.

Logo

A logo is the original design or abbreviated name of a company, a product group produced by a given company, or one specific product produced by it.

Typically, a logo consists of 4-7 letters. Approximately 4 out of 5 trademarks are registered in the form of a logo. The logo is always unique. Which, by the way, also has legal support. For example, during registration, the mark will be checked for uniqueness.

Logo concept

The logo is the main attribute of the company's corporate identity. Logo development is necessary to attract attention to the company or its product. Logo development is a visual expression of the concept and idea of ​​a brand. logo brand communication

Creating a logo or creating a trademark involves creating a sign or symbol. It is simple, harmonious, evokes an associative series, and lays the image of the product in the consumer’s subconscious.

A high-quality logo is a symbol by which you can read the brand idea, the company’s mission, its attitude towards the consumer and positioning in the market. There are billions of logos. The best of them were remembered and consistent with marketing strategy companies.

A logo cannot exist on its own; it must fit harmoniously into the advertising concept. For consumers, a logo is an introduction to a company, product or service.

Here are the basic rules and criteria that should be followed when developing a logo, sign or trademark:

1. Individuality

This property allows you to stand out in the market and become competitive. This requirement is fundamental when developing a logo and ensures the possibility of registering the mark, as well as its further use without violating the rights of other business entities.

2. Originality

This is what sets its logos apart from its competitors. This property should evoke positive emotions and associations among any potential consumers of this product.

3. Functionality

A very significant and important criterion taken into account when creating a logo. For example, a logo or trademark can be placed both on letterhead both on the website and on fax paper, souvenirs or leaflets. At the same time, the logo should be easily scalable and relatively simple. This requirement for the development of logos is advisory in nature and involves the use of elements targeting intermediate level consumer erudition, restrictions on the number of elements included in a sign or logo. Another important requirement for logo development, which is not included in the main ones, but nevertheless must be taken into account, is the associativity of the trademark.

4. Associativity

This property of a trademark indicates the presence of connections and associations between the trademark and the characteristics of the product it marks. All these requirements for developing a logo or creating a trademark are closely interrelated. Individuality, simplicity and attractiveness taken into account when developing a logo or trademark are the key to its memorability for consumers. The individuality and recognition of a trademark contribute to its protection from counterfeiting.

Moreover, individuality ensures it at the stage of registering a mark, and recognition helps to maintain protection subsequently, even if the logo has become very famous and is widely used in colloquial speech.

The first impression cannot be made twice. That is why the company’s image should not cause doubt or discomfort in the consumer.

A logo is the foundation of a future brand, its main element, therefore the creation of a logo or the development of a trademark should be treated as carefully as the choice of an artist. The development of any corporate identity begins with the creation of a logo.

Logo making directly involves logo design, i.e. working on the idea that the company logo expresses. It is important to understand the goal to achieve which the corporate style should work effectively. After formulating the goal, the actual production of the logo begins.

Competent logo development takes into account color schemes, fonts, and a whole range of visual characteristics.

The logo is the central element of the company’s corporate identity; all other components with the help of which the brand communicates with the consumer are graphics in trading floor or typographic fonts in advertising - as a rule, are selected after creating the logo. The first thing a buyer sees when entering a store or choosing products on a shelf is their name. With the help of a logo, the shortest communication between consumers and a brand occurs, lasting only a fraction of a second. Therefore, the main requirements for a logo are conciseness, memorability and integrity.

In addition, more and more attention is being paid to the emotional content of brands and, in particular, the logo. In conditions of progressive stress, logos simply must convey positive emotions to the consumer. Typically, the most accessible means of perception are brand symbols or signs.