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Glossary of Terms - Logo

The word logo is short for logotype, a phrase that was derived from the printing process before mechanical typesetting was commonly used. A logo is a graphical symbol or icon that represents a given business, product, service or organisation.

Whatever it’s usage a logo would usually consist of a combination of four elements:

• A symbol or icon
• A typeface
• Colour
• Words

A logo is designed to be immediately recognition by the viewer, along with this recognition the logo should also evoke an understanding of what the business, organisation, brand, service or product it represents actually does, how it does it and what it stands for.

The logo is a central and key element in developing any brand. As such the logo should be present on all communication materials that are produced for the brand including letterheads, business cards, advertising, brochures & leaflets and the website, etc.

A good logo will usually have the following attributes:

• Distinctive
• It should adhere to accepted design principles
• Representative of the company
• Easy to use in all required circumstances, i.e. large or small, black or white, online or offline, etc

A well known or famous logo is often a very valuable asset in its own right. Because of this the logo of a large or high profile business, brand or organisation is usually trademarked to prevent others from attempting to copy any aspect of it. An example of a logo like this would be Coca Cola or British Airways.

The creative process to develop a logo can be very complex. It is important to consider the position of the business, product or service in its market, its core values and its points of difference.

A logo can be used to build awareness of the business, organisation or brand it represents. In addition to the consistent use of the logo on all communications materials, the use of the logo in sponsorship campaigns or displayed on the sides of company vehicles would be examples of this.

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