Logotypes are designed to be distinctive and unique, with a defined alphabetic font. The distinctive look and layout of the alphabetic elements give the logotype its character and facilitate fast and easy recognition by consumers, clients and public.
The logo is a graphic element (ideogram, emblem, symbol or icon) which, together with the logotype (a specific font, uniquely arranged), forms a trademark. It is a characteristic symbol which may consist of letters (in various typographic styles), graphics and other combinations (with the addition of a slogan). The shape, colours, fonts and illustrations must be different from those used by others in the same market.
The first decision to be made when creating a logotype is an idea, or association, which must be imprinted on the mind of the consumer. The logotype must always be clearly understandable at first glance. In other words its look (colours and shape) must evoke the products or services your company offers.
The process of creating a logotype includes a concise design idea based on a variety of information from the client’s brief. A number of different proposals are developed and presented to the client. The client gives his opinion and suggests changes or improvements which should result in a satisfactory final solution.
When the selection is completed, the final design is delivered to the client in all file formats (a range of sizes suitable for various uses) so that technical implementation may begin. Design proposals are presented in .jpg or .pdf formats. These output formats are only suitable for inspection of the logo. JPG is difficult to modify and unsuitable for use on, for example, a business card, letterhead or Web page because of its size and inferior quality.
Finished logotype design – why vectors matter
The execution of logotype design employs software applications based on vectors and curves. Logotypes created in this way may be modified (scaled up or down) with none of the loss of quality which would occur in a raster image. This means that it can be deployed in all kinds of media, with additional processing of course. The finished logotype is delivered to the client in the original format (.ai, .cdr, .eps) or in other file formats as needed.
The primary aim of the logotype is to present a product, service, company, event, person, object or idea)
The ultimate goal of the logotype is to enhance the success of the company.
Its role is to establish a novel, unique image in the market and to produce a differentiating effect.
A strong logotype achieves:
• Differentiation from your competitors
• A distinguishing symbol which represents your business
• Clear identification
• An identity to which clients feel personally linked
• New business opportunities
• Communication with the entire world through an effective pictorial message
A professional logotype can improve the image of your company, organisation or product. Conversely, a shoddy logotype can destroy the image of the brand and portray your company in an unfavourable light.