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Logo and the logic behind making an everlasting logo

Defining a logo

Wikipedia defines a logo as “an emblem, graphic mark, or symbol used to aid and promote public identification and recognition.” Historically, the use of logo dates back to the times of ancient civilizations, when kings and emperors used a particular insignia to represent their sovereignty. Use of logo to identify a business or a company started in the nineteenth century and proliferated in the beginning of the twentieth century. According to Paul Rand, the great graphics designer, “The principle of a logo is to identify and simplicity is its means.”

Designing a logo

Elizabeth Resnick, Professor and Chair of Graphic Design at Massachusetts College of Art and Design, Boston, says that the basic elements of logo are same as that of any other graphic design namely:
line (pic)
space (pic)
size (pic)
balance (pic)
emphasis (pic)
rhythm (pic)
unity (pic)
contrast (pic)
Colour and luminance is used to pour emotion and improve the recall of the logo. The 2D effect or orthographic projection gives a rich feel to the logo but not without increasing the cost of its reproduction on various mediums.

Structure, shape and type of a logo

A logo is not the description of a business. It is not the whole of brand identity and it cannot become an effective sales tool. A good logo is, however, distinctive, visible, timeless, memorable and universal
piece of art. Good logo designers keep in the mind the cognitive ability and capability of the onlookers to comprehend imagery, while doing their job. Logo should fulfill the principles of Gestalt. Gestalt is a German word that stands for “structure” or “pattern”, which helps us in visual perception. Gestalt laws have been conceived to explain how man perceives imagery. These laws are similarity, proximity,
symmetry, closure and continuity. We will deal with them later in a separate blog post. In addition to this there are certain practical constraints like that of doing away with the negative space and following a minimalist approach. A logo should be designed so that it can be reproduced with ease and limited expenditure on all kinds of print material and online platforms. Click To Tweet
Sometimes a logo is cut out from themetal sheet. A good design ensures minimum cost and wastage when it is reproduced in three dimensions.

What happens when we look at a logo?

Logo is interpreted through three levels: visual processing, visual perception and cognition. We can separate than as follows in the example. Page 28 of pdf Visual processing Here we see the logo in terms of where [shape and text recognition] and what (colour, emotion and texture) 7 up Visual perception Here we read the logo as one whole piece of creativity. IBM cognition Make in India Here we understand the logo.

Let us get an idea of different kinds of logo in vogue.





How does the logo give the company visibility in confused marketplace noise?

Logo as free-standing works of art embodies the company’s ethos. Well designed logo conveys the brand’s message concisely and sharply. Click To Tweet

It has a rationale and philosophy behind it. It gives the company a wide and lasting recognition. The logo creates brand associations, which get deeply entrenched in the public’s mind. A change of logo by flourishing many a company has resulted in a business disaster. Most catchy logos have a rich eternal feel about them. Over time, they come to espouse the company’s values, ethics and business proposition.

Which is the most popular logo in the world?
Well, we came across the answer in “Hegarty on Advertising” by John Hegarty of BBH fame. It is neither Apple’s nor Virgins’ logo that has the most of eternality and simplicity associated with it. Well,
according to Hegarty, the greatest logo is the cross of Catholic Church. He says, “It is a logo that is easy to reproduce and is made even more powerful when you attach the company founder’s son to it (Jesus Christ)—demonstrating the ultimate sacrifice.” We find great wisdom in Hegarty’s words. Nothing beats a logo, which embodies the spirit of enterprise and sacrifice of the company’s founder!

Logo and business – a symbiotic relationship

Another remarkable counsel about the logo comes from Paul Rand. He says that a logo functions only after it has familiarized itself in the marketplace. And it becomes truly representative only when the
product or service it represents has been classed as effective or ineffective. No matter how accomplished the designer is and no matter how much creativity has been poured into its design, yet its popularity depends on the success of the company it stands for.