What is a logo?
The logo (from the Greek. Logo – the word and tipus – imprint, form, pattern) is a sign (symbol) consisting of text and / or graphics, which is distinctive for a company, company, organization, etc. Ideally, a logo with graphic means should express the main activity of the company.
In everyday life, we constantly encounter thousands of logos. They are found on almost any product (food, industrial, – from cars to paper). On any package you can find the manufacturer’s logo. Most print editions (magazines, newspapers) have their own unique logo, thanks to which this edition is distinguishable from the rest.
A designer who wants to create a good and memorable logo needs to familiarize himself with all existing types of logos, analyze the advantages and disadvantages of each, in order to choose the most suitable option in accordance with customer requirements.
All logos, regardless of their thematic affiliation, can be divided into 3 groups:
Combined: sign + text.
Consider each group in detail.
The logo of this group is made by writing the name of the company (product, trademark) of the selected typeface. Depending on the type of headset used, this group can be divided into two subgroups: classic and decorative. Classic fonts include serif fonts (Times New Roman, Courier) and chopped fonts (Arial, Pragmatica). Decorative headsets are free style fonts.
Classic text logos
Serif fonts (antique). Serifs, or serifs, are horizontal elements of the end of the main (sometimes connecting) strokes, which have the most diverse shapes: rectangular, curved, kuvoobrazny, one-sided, etc.
Logos of this type are very simple and, as a rule, not labor intensive. Many famous companies have chosen text logos. However, to create an original and really high-quality logo will have to spend a lot of effort. It is necessary to work out all the subtleties and details: shade, shadow, etc.
Text or not particularly noticeable in the visual perception of logos are usually distinguished by frequent advertising and / or high quality products (Sony, Panasonic). For such companies, quality and reliability work on the logo, and not vice versa.
Logos of this group are obtained by making the original symbol (sign). Usually these logos are painted in any color. Often these logos are obtained using original decorative fonts. The only difference is that graphic elements are often added to iconic logos. Here are some examples:
Such logos are obtained by combining text and sign. This is the most common type of logos, as the use of a graphic element in the logo makes it more memorable and allows you to make a long company name more visually attractive and distinctive. In addition, the iconic part of the logo is excellent as a “stigma” on the products (products) of the company.
What to choose?
Before starting the development of the logo, be sure to ask the customer about his company: in what field does it work, what products does it produce, where are they going to print the logo, etc. Find out the wishes of the customer himself: what he specifically wants to see in the logo, which of the known logos he likes … Such information will help you most correctly generate an idea on the concept of the logo. So do not be afraid of the customer – ask him!