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Glossary – Logo

Logo

Nikiforov Alexander
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A logo is a key element of a company's corporate identity. It is an image or textual representation that serves to identify the brand. It is important to note that the connection between a logo and the products or services of a company does not always have to be obvious; it may only evoke associations with them. For example, among globally recognized logos, only the logo of the network equipment manufacturer Cisco directly reflects the essence of the product.

A logo performs several important functions that help a company stand out in the market and establish a connection with consumers. Here are some of them:

  • Defining visual identity: A logo creates the first impression of a company and contributes to its recognition among competitors. For example, the logos of brands like Samsung or Bosch consist of text with a unique font, making them memorable.
  • Building trust: Brands with established logos evoke more trust from consumers. For instance, Nestlé used its family crest to create its logo, which helped establish trusting relationships with clients.
  • Emphasizing individuality: A logo allows products to stand out on store shelves. The simplicity of design, as seen with Apple, makes the technology more attractive and prestigious.
  • Increasing recognition: Logos are actively used on business cards, packaging, and in advertising. For example, the Nike logo, initially designed for $30, has become one of the most recognizable in the world.
  • Legal protection of the brand: A logo protects the company from unfair competition. For example, in 2017, the Chanel brand sued Huawei for logo similarity, highlighting the importance of intellectual property protection.

Logos consist of various elements that can vary depending on the design. Here are the main components:

  • Color: Colors play a key role in the perception of a logo. For example, bright colors can attract attention, while cool shades can create a sense of distance. Studies show that 90% of brand evaluations are based on its colors.
  • Typography: Logos often use unique fonts to convey the company's identity. For instance, the logos of IKEA and Amazon are not only visual symbols but also textual representations of these companies' names.
  • Image: Some logos use graphic elements that are easy to remember. For example, the Telegram logo features a paper airplane, while Twitter has a bird. Such images should be simple and scalable.
  • Subtitle: A logo is often complemented by a slogan that helps explain the essence of the business. This is especially important if the image is abstract and requires further clarification.

For a logo to become a successful marketing tool, it must meet certain requirements:

  • Uniqueness: The logo must stand out among competitors and not be associated with other companies.
  • Compactness and scalability: The logo should look good in various sizes while maintaining readability and recognition.
  • Print readiness: The elements of the logo must be clear and distinguishable in any format.
  • Alignment with brand image: The logo should convey the values and associations related to the company's products.
  • Target audience analysis: A good logo should be based on an understanding of the target audience and its preferences.