Logos

Logos are graphical elements, symbols, or icons that, together with their logotypes (which is set in a unique typeface or arranged in a particular way) form a trademark or brand. Typical logos are designed to cause immediate recognition by the viewer. Logos are aspects of a brand of a company or economic entity, and the shapes, colours, fonts and images are usually different from others in a similar market. Logos may also be used to identify organizations or other entities in non-economic contexts.

Logos are iconic symbols designed to represent companies, organizations, products, services, and sometimes certain places (e.g., The English Riviera).

The word "logo" is derived from the original word "logotype". In the days before means of mechanical typesetting were invented, compositors in printing offices used to assemble, or "set" type into a composing stick, picking up individual letters as they went. An idea to save time and effort resulted in commonly used words such as "the", "and", etc were created onto a single body of type and this composite piece of type was called a Logotype. Later on as technology improved the same idea was used to create a design, or symbol representing the identity of a company or institution.

Distinct aspects of complete logos:

• Logotype/Wordmark/Lettermark: text or abbreviated text
• Icon: symbol / brandmark
• Slogan: description of the company

A logos uniqueness is often necessary to avoid confusion in the marketplace among clients, suppliers, users, affiliates, and the general public. To the extent that logos achieve this objective, they may function as trademarks, and may be used to uniquely identify businesses, organizations, events, products or services.

There are several elements of good logos. Effective logos -

• should be unique, and not subject to confusion with other logos among viewers
• are functional and can be used in many different contexts while retaining their integrity
• should remain effective whether reproduced small or large
• can work in "full-colour", but also in two colour presentation (black and white), spot colour, or halftone
• should be able to maintain their integrity when printed on various fabrics or materials (where the shape of the product may distort logos)
• display basic design principles (space, colour, form, consistency, and clarity) that represent the brands/companies appropriately.

Logos can represent any organization or entity, not just corporations. Perhaps the most recognizable (and possibly the oldest) of these is the emblem of the Olympic Games: the Olympic Rings, five interlocking rings (blue, yellow, black, green, and red) on a white field.

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