What is a logo? What are the features of the logo? Why do you need a logo?
Everywhere we are surrounded by company logos. Look around - everything that is made by mankind is labeled on behalf of the manufacturer in order to advertise this product, spread information about it among as many consumers as possible.
We will devote this article to the question “what is a logo”, what is its role and why do they pay so much attention to it.
So, if we turn to the origin of the term, it will become clear that, translated from ancient Greek, this word means the combination “word and imprint”. Accordingly, logos are used to verbally or graphically designate any information (in particular, about a product, company or organization).
It is believed that the first logos of brands appeared in the early 20th century. This was due to the growth of production in the United States. And what is most interesting,the creation of logos carried a purely practical function - they were developed in order not to reprint the installed graphic signs. Such were, for example, the original inscription, the image with the name of the company and the like.
There are three common types of logos. They have been used around the world for more than a century. These are: logos of companies in the form of graphic signs (a picture denoting a logo); text logos (presented in the image of the inscriptions), as well as a combined version in which the picture and text are mixed.
It is characteristic for logos that all symbols, both graphic and textual, are designed according to a single well-established pattern, which is repeated every time as soon as it is required to apply the logo again.
There are several roles played by the logo of a company. First, it is informational - concluded in informing the consumer about who produced the product. Or, for example, the logo performs the same function when designating the office of an organization.
Secondly, the logo conveys some message from the company to the consumer, consisting, for example, in the mission or designation of values, which the manufacturer adheres to.Thirdly, the logo is intended to create a certain feedback in the imagination of the consumer; an association that aims to create a link between the product itself and the name of the company that issued it. Finally, fourthly, we can say that a corporate logo can also play an aesthetic function to the extent that it will simply have an attractive appearance for the buyer.
So, what is the logo and what is its purpose, we figured out. Of course, there are other functions that perform trademarks and logo companies. How they are used by the organizations or companies depends on the nature of the product and its mission, values.
It should also be noted that each logo is created in such a way as to correspond to the company to which it belongs. For this reason, the manufacturer is trying to include in the design of its logo elements that characterize its activities or, for example, something related to its products. In this way, communication is maintained between the product and the company that manufactures it.
The most famous logos
Understanding what a logo is is easier if you see clear examples.Since each of us has seen hundreds, if not thousands of logos, in his life, it’s easy for you to remember some of them. Take at least the world's largest companies like McDonald’s, Coca Cola, Apple ... Even now, sitting at a computer, you see at least three or four logos — the manufacturer of your device, the logo of the operating system, and the brand name of your favorite search engine or mail service. It is possible that all of them have become so familiar to us that we don’t even notice the majority of the submitted logos. However, this is their mission - to be remembered for us at the subconscious level in order to arise in the future in the memory. Such a kind of “self-advertisement” that our brain creates for itself.
At first, it may seem when you find out what a logo is, that it is necessary exclusively for some transnational companies and the largest manufacturers in the world. In fact, this is not the case - even a small chain of grocery stores can (and should) afford to have its own trademark, a logo that will distinguish it from competing points.
Firstly, such a move would give more weight in the eyes of the consumer, because a well-designed logo is a sign of a serious company,the activity of which has a long-term perspective, since it is developing its own logo. Secondly, if we are talking about stores, the presence of your logo will make it possible to distinguish the outlet from competitors. Thus, if the buyer knows that your products are cheaper, he will look for your trademark, bypassing competitors. Thirdly, having worked in the market for a long time, it will be possible to talk about the recognizability of the logo, about the habit that the consumer will develop for him.