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A logo (abbreviation of logotype;[1] from Ancient Greek λόγος (lógos) 'word, speech', and τύπος (túpos) 'mark, imprint') is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordmark.
In the days of hot metal typesetting, a logotype was one word cast as a single piece of type (e.g. "The" in ATF Garamond), as opposed to a ligature, which is two or more letters joined, but not forming a word.[2] By extension, the term was also used for a uniquely set and arranged typeface or colophon. At the level of mass communication and in common usage, a company's logo is today often synonymous with its trademark or brand.[3]
Logos serve to represent a given organization or company through a visual image that can be easily understood and recognized. A logo generally involves symbols, stylized text or both. Logos are often created by a graphic artist in consultation with a company and marketing experts.
Three categories of logos exist and are often used in combination. These three categories are:
- Ideographs - freeform images that can be entirely abstract.
- Pictographs - symbolic, representational images.
- Logotypes - simple, textual representations, like a company’s initials.
As a key part of an organization’s identity, a logo must try to communicate the brand essence of a company or what the organization represents. This makes designing logos a critical job for a graphic designer and is often a creative process that is heavy in research and consultation. For international organizations, cultural differences in symbolism or the associations of colors must be considered.
A logo isn't intended to explain or directly sell a company. Instead, its sole purpose is to identify the company in a way that is memorable and familiar. For example, Apple uses a bitten apple as its logo. The bitten apple does not explain what the company does or sells in any way, but it is distinctive and recognizable.
A logo is meant to be long-term as it is intended to become familiar to customers and promote brand loyalty. As a result, logos are generally not redesigned very often.
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