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designing a logo
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designing a logo

The Logo is the image representing a company before the consumer public’s eyes. This image is composed both of icon and verbal substance and its purpose is to convey a message representing a company, as well as being an item differentiating it from its competitors. The corporate logo is the visual introduction of the company it belongs to and all advertising spheres center around it.

From the point of view of the icon, the Logo conveys a visual figurative message, and, as such, it is not an univocal message at all: the image, drawing or shape this element has does not convey a message everybody interprets in the same way. The message conveyed by a Logo icon is polysemous (having several meanings), since it is an image. However, a good design makes the message transmitted fit into coherent parameters, carrying the purpose the company has when ordering the Logo. The great benefit derived from this information transmission through figurative elements is that the message conveyed is more strongly engraved on public's memory, since the brain retains more easily this means of information transmission than, for instante, verbal means. This is very important, since one of the corporate Logo persuasive and advertising power pillars is its ability to be memorable. That is to say, a powerful Logo is the one that, among other things, is able to be consolidated on consumers’ minds. That is why the element design does not have to be too complex, since the more complex it is, the more difficult to remember it. Here is where the problem usually arises: the customer orders a Logo and the designer gives him a simple design. Then, the customer feels disappointed or even swindled by the design simplicity and demands that it should be more complex. This is a very common mistake and one needs to be warned: the design complexity will make the Logo more difficult to remember and in this way it will lose part of its advertising power.

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From the verbal material approach, we can say that, in this sense, the Logo has two features: typography as image and typography as verbal message support. Typography (font type) as an image complements what is said through it. That is to say, the typography is the shape acquired by the fonts used to create words conveying a sonorous message and this shape is also conveying meaning on its own. Depending on whether the font is formal, funny, ancient, modern, etc., it will transmit something besides what is said through it. An ancient typography refers to the idea of age and a formal typography refers to the idea of formality. This seems patently obvious, but it is, however, the reason of serious mistakes. Whether it is due to the customer’s request or designer’s negligence, an inadequate typography produces terrible results. For instance, if a function room for children has a funny typography on its Logo, it will be a designer’s great idea and people seeing the Logo will associate funny typography with the fun had on the room. Nevertheless, if this typography is used for the Logo of a company selling surgical equipment, the association made by the public (surgical equipment-fun) will cause terrible sales for the company because the item and the firm lose the formality and the message of sobriety and accuracy they need.

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