A business logo appears on all of the company letterhead, communications, marketing and advertising pieces of a business as a graphic representation or symbol for the company. Essentially, the logo is typically the first thing a reader may notice before reading the text. Logos help in the creation of a brand identity for a company or business because the primary functions of a logo are to inspire trust, recognition and admiration for a business or product. A logo must be simple, memorable, timeless, appropriate and versatile, but at the same time conjure up the feeling you want your target audience to associate with your business.
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History Of Logo
Although logos could carry roots from ancient civilizations that used pictures to communicate words and ideas, logo beginnings more specifically came from the 13th century. At this time, goldsmiths’ marks and watermarks by paper makers as trademarks emerged. A powerful trademark that has stood the test of time is that of the Rock of Gibraltar that represents Prudential Insurance; first introduced in 1896, this solid image is still in use today. Another logo that has at least 100 years of exposure is the image of a dog, Nipper that sits in front of the phonograph with the motto “His Master’s Voice.” First used in 1910, the dog image is still in use by RCA, which obtained the Victor Talking Machine Company in 1920.
Types Of Logo
Four general categories of logos exist: textual, illustrated, symbolic and a combination of these three. Textual logos use recognizable words as the logo (example: Walt Disney). The words appear in unique fonts, shapes and sizes. Illustrated logos are an illustration used as a logo (example: Pepsi-Cola’s red, white and blue circle). Symbolic logos tend to be abstract in design and can work well internationally (example: Nike’s swoosh). Combination logos are any mixture of the other three types. An example of this is FedEx, whose textual logo also contains the arrow symbol in the white space between the capital E and the x.
Often the shape of a logo design correlates with or is relevant to the business. For example, the image of a high-heeled shoe can represent an upscale-ladies’ shoe boutique, or a bold monogram can represent the business name starting with that letter. The colour should be bold and eye-catching, but not overwhelming or awkward. The logo should be trademarked and put to use on everything that carries the business name.
A good logo design displays the overall essence of the business. It portrays a business that is positive, professional, stable and reliable. The logo promotes awareness of the company and allows the company to stand out from other similar companies. It presents the values and services of the business in a memorable visual image. In essence, when someone sees the company logo, it should conjure up the appropriate feelings about the business or its products or services. For example, when someone sees the ADT logo, it should make them think of or feel safety or security. When someone sees the Disney logo, they should feel whimsical and fun.
It is difficult to develop a simple, yet strong logo to display on a billboard and a business card. Complex designs may work on a grand scale, but may contain too much detail for a small display. It is equally difficult to create a timeless logo--how the logo communicates the business brand in 20 or 30 years from its creation. To have a logo professionally designed, the business must be willing to invest in an experienced designer that will spend time truly learning what the business represents and create an image that reflects it.
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