What is a Logo? Logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business.


Logo’s derive their meaning from the quality of the thing it symbolizes, not the other way around – logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like.


To illustrate this concept, think of logos like people. We prefer to be called by our names rather than by the confusing and forgettable description of ourselves such as “the guy who always wear Ties”. In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognizable and memorable.

It is also important to note that only after a logo becomes familiar, does it function the way it is intended to do much alike how we much must learn people’s names to identify them.

What makes a good logo? A good logo is distinctive, appropriate, practical, graphic, and simple in form and conveys an intended message.

There are five principles that you should follow to ensure that this is so…

An effective logo is (in no particular order):



§  Simple

§  Memorable

§  Timeless

§  Versatile

§  Appropriate



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