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Glossary of Terms - Logos

The word logo is short for logotype, a phrase that was derived from the printing process before mechanical typesetting was commonly used. Logos are a graphical symbols or icons that represent given businesses, products, services or organisations.

Whatever the usage, logos would usually consist of a combination of four elements:

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

There is huge variety amongst the design and styles of logos worldwide to reflect the wide range of languages, cultures, religions and tastes.

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.

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

Well designed logos 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

Well known or famous logos are often a very valuable asset in their own right. Because of this the logos of large or high profile businesses, brands or organisations are usually trademarked to prevent others from attempting to copy any aspect of them. 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.

Logos can be used to build awareness of the business, organisation or brand that they represent. 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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