Logo

A logo is a graphic element that symbolizes an organization, product, or service, and a logotype is a typeface rendering of the name of the organization, product, or service. A logo must be representative of the organization, reflecting its desired image and positioning strategy. A logo is created to help convey a unified image by taking a complex communication challenge and condensing it into its simplest and most effective form. An effective logo should be understandable, memorable, pleasing to the eye, positive in its depiction, and timeless. It should be versatile so that it can be implemented in a variety of sizes and color schemes. For instance, it should be effective if executed in black and white, one color, or a combination of colors, and it should reproduce well in large and small formats. The Apple Computer logo, which is an illustration of an apple with a single bite out of it, is one example of a simple design that exemplifies the characteristics of an effective logo.

In public relations, advertising, and marketing, logos are implemented as part of a visual communication system or corporate identity system, which includes a logo, an organizational name, and a slogan or tagline. These elements work together to convey a particular image and/or key message. Many consumers are familiar with the Nike swish logo and its accompanying tagline, “Just Do It.”

Logos can be created using type, line rules, tint boxes, illustrations, or any other graphic device. As part of a visual communication system, logos are placed on an organization's stationery, business forms, and labels, as well as on collateral materials such as brochures and advertisements. Many organizations develop and distribute manuals on the proper execution of their corporate identity systems. Such manuals include instructions on size, placement, and the use of color and type in various executions, ranging from outdoor boards to newsletters. The American Cancer Society and the American Red Cross distribute a variety of manuals and booklets to their divisions, units, and volunteers in an attempt to ensure a consistent portrayal of their logos.

Research is key when developing a logo. A thorough understanding of the organization's mission, goals, desired image, positioning strategy, unique characteristics, and stakeholders is necessary. Brainstorming sessions can be a helpful way to generate logo ideas, and ideas should be mocked up in various applications, such as letterhead and business cards, for purposes of testing and feedback.

Logos can also take the form of trademarks, service marks, collective marks, and certification marks. A trademark is used by a manufacturer to represent its product or products and distinguish it from other products. A service mark is used by an organization offering a service. A seal, emblem, or insignia is used by nonprofit organizations. Collective marks are used by trade associations to promote a product provided by an industry rather than a particular manufacturer. Certification marks, indicating a seal of approval, are used by a testing company to demonstrate that a brand is of a particular quality. On the other hand, a trade name is the name of a brand or organization, which may be in the form of a trademark.

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