What Is A Logo?

To understand what a logo is, we first must understand what the main purpose of logos is. The design process must aim to make the logo immediately recognizable, inspiring trust, admiration, loyalty and an implied superiority. 

The logo is one aspect of a company’s commercial brand or economic entity, and its shapes, colors, fonts, and images usually are strikingly different from other logos in the same market niche.

Paul Rand, one of the world’s greatest designers states that “a logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly), it identifies. A logo is rarely a description of a business. 

A logo derives meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it represents is more important than what it looks like. The subject matter of a logo can be almost anything.

A good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner’s intended message. A concept or “meaning” is usually behind an effective logo, and it communicates the intended message. 

A logo should be able to be printed at any size and, in most cases, be effective without color. A great logo essentially boils down to two things: great concept and great execution.

5 Principles Of Effective Logo Design

  • Simple
  • Memorable
  • Timeless
  • Versatile &
  • Appropriate

One way to create a versatile logo is to begin designing in black and white. This allows you to focus on the concept and shape, rather than color, which is subjective in nature. Also keep in mind printing costs: the more colors you use, the more expensive it will be for the business over the long term.

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