What is a Logo?

A logo is a sign, symbol, trademark or badge which conveys the identity or ownership of a product, company, campaign or concept in as memorable a way as possible.




How are logos used?

A logo can be used in many different forms, sizes and contexts. For example, the logo for a hotel could be printed on a letterhead or menu, embroidered onto a napkin or jacket, embossed on metal cutlery or illuminated as a huge neon sign on the side of the building.


What are the basic qualities of a good logo?

A logo should be simple so that it retains its clarity of design in different contexts. If it is too complicated, its details may be lost when it is reduced in scale. Also, a simple logo design is faster to read, easier to remember and consequently more instantly identifiable. The 'I Love New York' logo by Milton Glaser, one of the most reproduced logos ever, illustrates most of these basic qualities.


What is the main function of a logo?

A logo should convey an immediate and memorable identity and must connect with its target audience in a positive manner.


How have logos evolved?

Logos have been around in one form or another for several thousand years. The Ancient Egyptians are known to have branded domestic animals with hieroglyphs to mark their ownership. The Ancient Romans and Greeks marked their pottery to identify the manufacturer. The great faiths of the world have all adopted symbols for ease of recognition. From the 12th century onwards through medieval times, heraldic designs (coats of arms) were used to identify the status and property of the nobility. In general, however, the most common early logos were trademarks signifying the origin or quality of a craftsman's product. Hallmarks, which testify to the quality of precious metals, are a good example of this practice.