What is a logo? This is the generic question we start with to emphasize the importance of this element that goes far beyond the simple combination of graphic elements.
Let’s start by saying that the logo is one of the most important elements that identify a brand.
Logo (short for logotype, from the Greek logos meaning “word” and typos meaning “letter”) is defined as “the graphic appearance of the brand or company name” and, as such, should be as representative of the company as possible. A logo is the graphic sign of a brand (composed of specific words and fonts). The brand is the set of visual and textual elements that identify the communicative code of the brand and are composed of pictograms and the logotype (logo).
A logo, therefore, symbolizes a company, brand, product, service or organization and summarizes its values, philosophy, history and ideas. It tells with immediacy the identity card of what it represents and does so with the universal language of shapes, colors and symbols. The logo represents the core value of Brand Identity and is a fundamental element of the communicative aspects of a company precisely because it summarizes its soul and genetic imprint. It is the distinguishing character from the competition.
The logo is in turn reinforced by the brand image, which includes visual, emotional elements and mental associations. Together they become critical to developing and maintainingcustomer loyalty and credibility. For the customer, recognizing a logo means identifying a (strong) brand and expecting the fulfillment of the promises inherent in the brand and, consequently, trusting the company.
Buying a specific product or service with a specific logo means buying the brand that logo represents.
The close link between brand and logo means that operations that enhance the logo have a positive impact on brand perception and brand awareness to which corresponds, in general, a high propensity to purchase the brand on the part of the consumer. The same occurs, but negatively, in the case of operations that degrade or demean the logo or brand.
