Logo

A logo is a graphic mark (Signet ) representing a particular subject - for example, a company, an organization, individuals or product. It can be configured as a pure image mark, word mark or word -picture brand and is the essential ingredient of the visual appearance ( corporate design ) as well as carrier of identity ( corporate identity) of the copyright holder.

The semantic origin of the term logo is in the ambiguous Greek term Lógos ( λόγος ).

Shaping

A logo may be composed of one or more letters, or a combination of letters and picture elements. According to another opinion is always a logo from word and figurative mark, as it is otherwise only these were a signet or the pure word mark (see also Logografie ). Straight from the combination of the two arises only the logo.

A logo should be concise and recognizable and stand as an identification mark for the entire company:

Corporate Design

Even organizations such as museums or fairs generally use its own corporate design (CD). In this they lay down the rules on how and what visual elements are used to customize the appearance distinctive. A Logo For example, using: CeBIT and Museum of Modern Art The same is true now for many public institutions, public authorities and municipalities as well as private institutions and associations.

In addition to the logo and typography (fonts and typefaces used ), house colors and the basic design of all advertising resources are set out in the Corporate Design.

Legal background

There is also the brand's legal name brand.

In connection with the logo, the brand is specified as a word mark. If it is a combination of image and character, then one speaks of a word and figurative mark; it consists only of a character image, it is a figurative mark. A logo can legally but are to a brand only through the application and registration with the Patent and Trademark Office.

Design rules

Usually contract with companies or advertising agencies trained graphic designer or a design agency with the design of such a sign. Usually, the following five principles are taken into account.

Intelligibility

The logo can emphasize the meaning of the name or refer to the activities of the company. This can be done by a graphical icon or select an appropriate font. If a company name or a brand name combined with a graphic symbol ( icon), one speaks of a word -picture brand.

Distinctiveness

A logo conveys the company's image. If it is already occupied by other associations, then it becomes more difficult to establish an identity or a company profile. Of such runs the risk of being ignored or mistaken. For lack of distinctiveness and legal problems may arise.

Memorability

Here the formula should apply KISS: " Keep It Short (and) Simple" ( something like: " it keep it short and simple") - which is simple, easy to remember. Successful corporate characters like the Audi, Opel, VW, Nike and Apple are so simple that they can trace many consumers heart.

Reproducibility

Colorful logos are technically no problem, but there are exceptions, and must be suitable for a good logo. It must be especially on products easily recognizable, but also as a fax, a stamp, from a distance, embroidered on a t -shirt or on the promotional product look good. The logo is the sign to a company and not a colorful illustration.

Good logos meet the highest requirements and are, or smaller still clearly recognizable and readable in a width of 20 millimeters. This is a logo all these requirements, it requires many compromises, such as abbreviations and reducing to an optimum. The likes of creative and often-quoted saying " less is more" applies here quite well.

Requirements

A logo contains the main elements and minor elements. Main elements are the company name and the service offered or the product being offered. If necessary expendable minor elements are graphical elements, a slogan or an identity statement.

A company that wants to be first known, is at least the company name and the offered product or service offered must refer also in the logo.

Use

Many logos have a defined protection zone, ie a border around the elements of the logo, which must not be omitted from the placement of the logo and in no other elements may not protrude.