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Logo

A logo is a symbol used to aid and promote public recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a logotype or wordmark.

In the days of hot metal typesetting, a logotype was one word cast as a single piece of type. By extension, the term was also used for a uniquely set and arranged typeface or colophon. At the level of mass communication and in common usage, a company’s logo is today often synonymous with its trademark or brand.

Since a logo is the visual entity signifying an organisation, logo design is an important area of graphic design. A logo is the central element of a complex identification system that must be functionally extended to all communications of an organisation.

Therefore, the design of logos and their incorporation in a visual identity system is one of the most difficult and important areas of

graphic design.

Logos fall into three classifications (which can be combined). Ideocompletely abstract forms; pictographs are iconic, representational designs; logotypes (or wordmarks) depict the name or company initials. Because logos are meant to represent companies’ brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos.

Color is a key element in logo design and plays an important role in brand differentiation. The importance of color in this context is due to the mechanics of human visual perception wherein color and contrast play critical roles in visual detail detection. In addition, we tend to acquire various color connotations and color associations through social and cultural conditioning, and these play a role in how we decipher and evaluate logo color. While color is considered important to brand recognition and logo design, it shouldn’t conflict with logo functionality, and it needs to be remembered that color connotations and associations are not consistent across all social and cultural groups.

Choosing an organisation’s logo’s color is an important decision because of its long term implications and its role in creating differentiation among competitors’ logos. A methodology for identifying potential logo colours within an industry sector is color mapping, whereby existing logo colours are systematically identified, mapped, and evaluated.

Logo design process:

Designing a good logo often requires involvement from a marketing team teaming with the graphic designers. Before a logo is designed, there must be a clear definition of the concept and values of the brand as well as understanding of the consumer or target group. Broad steps in the logo design process include research, conceptualisation, investigation of alternative candidates, refinement of a chosen design, testing across products, and finally adoption and production of the chosen mark.

Do you need a new, or updated logo, that represents you as a business and its target, goal and strategy? Feel free to get in touch with us to know more about our prices, processes and recent samples of our previous work.