Logo: techniques for creating a selling logo. What is a logo and why is it needed - important recommendations, common mistakes

Today we will talk about logos: importance, types and stages of creation. Let's find out why the site needs it and what requirements should be taken into account when developing it.

The largest players in the world market agree to invest multi-million dollar budgets in the creation of the company's main emblem, its trademark. It is difficult for a business without a logo to promote its product, receive high consumer appreciation, and form the image of a successful and prosperous enterprise. According to the results marketing research, modern man receives more than 10,000 advertising messages daily. In conditions of such high competition, the effectiveness of advertising depends, first of all, on the recognition and popularity of the brand.

A logo is the name of a company presented as a text, text-graphic or graphic symbol. The word itself appeared in the 19th century and denoted textual clichés used by printing houses. Only in the twentieth century the term began to be used as a designation of a conventional sign symbolizing a specific brand, organization or product.

Why does a brand need a logo?

First of all, for recognition. It is difficult to overestimate the image function of a good logo. Being more than just a picture, the logo performs a number of marketing tasks:

distinctive– favorably distinguishes the brand from the competitive environment.
Protective– protects the brand product from copying and forgery.
Warranty– when placed on the product confirms the declared quality.
aesthetic- becomes one of the elements in the design of product packaging.
Advertising– recognition works, builds trust, increases loyalty.

What is a company logo? This is the basis of corporate identity, the embodiment of the philosophy and principles of the brand. And also - a symbol that you have to come up with after reading this article.

An example of a great logo is the Formula 1 sign that immerses you in the world high speeds and crazy drive.

How to create your own symbol

There are only three main types of logos:

Symbolic (graphic or sign)

It is an abstract image. The advantage of such logos is that they are easily perceived and quickly remembered, creating stable associative connections in the brain.

Text

Usually a stylized combination of letters or numbers, made using corporate fonts. To create a text logo, it is not necessary to use the company name. These can be abbreviations, abbreviations, artificially created words.

Combined

The most common type of logo, which combines text and symbolic components. It is considered universal, allowing you to use elements separately for placement on different media.

Principles and important rules

In order for the logo of the company to look organically on the website, business cards, packaging, etc., it is necessary to take into account and follow the rules for developing a logo:

Originality

Everyone knows that plagiarism is punishable. Therefore, we strongly recommend to be creative and invent. Moreover, such a solution will favorably distinguish you from competitors, such as Mercedes:

Three rays enclosed in a circle are a symbol of the production of engines for the three elements: earth, water and air.

Simplicity and conciseness

The lightweight design is not only easy to remember, but also looks great on small media. A great example is the NIKE badge:

The swoosh symbol represents the sound of air being cut as it moves.

Versatility

Think in advance about how the logo will look on the office plate, employee business cards, website page, flyer, company T-shirt. Regardless of the area of the advertising plane and the percentage of compression, the image quality should not suffer.

At Gazprom, everything is thought through to the smallest detail.

Symbolism

For all its simplicity, the emblem must necessarily reflect the specifics of your company, evoke appropriate associations. For example, as a sign of the Russian State Library:

Stages of creating a logo

Now let's talk about how to come up with and draw an emblem for your company or personal brand from scratch. For this, you can use special graphics programs (Adobe Photoshop, CorelDRAW, Adobe Illustrator) or one of the online designers (ool Text, Logo Snap, Logo Yes, Simwebsol, etc.).

In order for the sign created by your own hands to fully reflect the philosophy of the company and the idea of the author, you will have to try. You can use associator services (sociation.org), brainstorming and the work of foreign colleagues as inspiration.

Stage 1. Analytical

Before you start drawing, you need to think over the concept of the future logo. To do this, you will have to study the emblems of competitors, formulate the competitive advantages of your brand, highlight the target audience. Such detailed work is not only useful for business, but also a great help in the next step.

Stage 2. Sketch

Draw symbols on paper that you think represent your brand. Be inspired by other people's work, but in no case do not plagiarize. Remember that each trademark must be unique, and copyright infringement is punishable by law.

At this stage, a thorough drawing is not needed. Play with accents and colors. If necessary, involve colleagues or friends in the work, brainstorm or discuss.

Important: it is impossible to patent a logo if there are identical or similar variants. This means that commercial use of such an emblem is not possible.

Stage 3. Trial

Are there a few options left? Show them to customers, employees, representatives target audience. Listen to reviews. Pay attention to the associative array and characteristics such as memorability, symbolism, etc. Make changes to the option you like and present it to the world as a new logo for your business.

Stage 4. Presentation

After all the improvements and error corrections, your logo is ready for legal registration.

Your brand color

In this article, we have not yet touched on another important aspect of creating a logo - choosing a color solution. While it is the color (according to American research) that in 60% becomes a shaping factor that stimulates the purchase. Psychologists confirm that certain shades evoke similar associations in people, cause similar reactions and stereotypes.

Red

Symbolizes activity, vigor, activity. It is actively used in autospheres, fast foods, film industry:

Blue

Calm and reliable, speaks of trust, protection and responsibility. Popular in energy, medicine, insurance, banking:

Green

A symbol of wealth, prestige, environmental friendliness and naturalness. Saturated is associated with abundance, and light - with serenity, which is used by representatives of eco-food, construction and repair:

Yellow

The brighter the shade, the more positive it carries. Liveliness, brightness, joy and fun - all these associations are used by youth brands, fast foods and companies involved in the sale of gadgets and technology:

The black

Respectable and "elite", emphasizes prestige and exclusivity. Therefore, it works great in the "expensive" areas of branded clothing and accessories, perfume:

Do not turn the logo into a rainbow. Two or four colors will be enough to create a spectacular memorable symbol. Otherwise, with a significant reduction (on a business card, as a favicon on a site), it can turn into an unintelligible spot.

As you can see, creating a logo for a website or company is quite simple. If you have the desire, time, perseverance and basic PC skills, you can do it yourself. Try your hand, develop creativity, do not be afraid to embody the most daring ideas - and your logo will actively work to develop and popularize your business.

Logo - graphic image trademark. It is created for easy recognition of the company's brand among consumers.
The logo should be unique and of high quality, to attract the attention of the buyer. The logos were created in order to differentiate the products of manufacturers from the same industry.

The KOLORO company is engaged in the development of one-of-a-kind logos.

There are several types of logos:

Logo "Letter" - one or more letters are used.
Logo "Symbol" - is depicted in the form of graphic or alphabetic symbols.
Logo "Emblem" - a graphic element of the image and text.
The Logoslovo logo consists of letters only.
Abstract Sign Logo - creates a visual form of the company concept with the help of a symbol.

The first logo in the world

The first logo in the world was the image of a dog listening to a gramophone. The dog's name was Nipper.
One of the brothers of the Barro family saw how the dog likes to listen to the Edison-Bell phonograph and decided to capture this moment by drawing the picture "Dog listening to the phonograph".

In 1900, Marc Barraud's brother, Francis, took Nipper's drawing to a disc gramophone company. The owners of the company really liked the picture and they decided to release their goods with this image. But the original version of the drawing, which depicted a drum gramophone, was replaced with a disk one. The drawing became the first trademark of companies: HMV music stores, RCA, Victor and HMV records. The company also began to produce records with Nipper's drawing.
The logo currently uses the music channel of the HWV store.

The evolution of the logos of world brands

The logos of world brands did not always look stylish and concise. Some companies, even though they are popular with consumers, have redesigned their logos. Main reasons:

change in direction of activity;
following new trends.

Let's look at a few examples of the evolution of company logos.

Apple Global Corporation

The first logo of the company was an engraving with Isaac Newton under an apple tree, which was wrapped around a large ribbon with the signature "Apple Computer Co" (1976-1977). The designer of this logo was one of the founders of the company, Ronald Wayne. After the departure of Ronald, the logo was changed.

The second Apple logo was designed by Rob Yanov. Nothing remains of the company's old logo, except, perhaps, the idea of a fruit falling on Newton's head. Apple's new brand name is the rainbow bitten apple (1977-1998).

The logo that we see now on Apple products was changed in 2007. The “apple” became metallic with reflections, but the shape remained the same.

Samsung

Samsung means "three stars" in Korean. The company was founded in South Korea. The first three logos used the stars and the Samsung name.

In 1993 the company decided to create a new logo for its 55th anniversary. It exists until today. It is a blue ellipse in the center of which "SAMSUNG" is written in white stylized letters.

Twix bars

The first bars were produced in 1967 in Britain. They were called Raider. But a few years later, in 1979, the name was changed. Raider became Twix. After the name change, the products began to be exported to the United States.

The name Twix is made up of two words, "double" and "biscuit". Twix bars are very popular all over the world. In Ireland, they are still sold under the original name Raider.

Coca Cola

Coca-Cola has the most recognizable form style a logo that is over 117 years old. The company was founded in 1886 and the logo in 1893. The company's logo is written in "Spencer" calligraphic font. It was created by Frank Robinson, an accountant and friend of the owner of the company.

In the early 1980s, due to competition from Pepsi products, it was decided to change the company logo to New Coke. Having made this marketing ploy, the company began to lose sales. Consumers did not like the new name for the drink. After some time, the drink was returned to its former name Coca-Cola, thereby the company improved its sales.

Pepsi

In 1903 it was created trademark Pepsi Cola. Agree, the first logo of the company is not very pretty. You could say it's a failure.
To prevent this from happening to your brand, you need to contact the KOLORO team of professionals who will help make the logo perfect.

After the Great Depression of the 1930s, Pepsi-Cola was able to prove to The Coca-Cola Company that it could compete with it on the same level.

In 1962, the company changed its logo to a tricolor ball and dropped the Cola prefix. Now it is called only Pepsi. However, the company logo changes very often. What this is connected with is unknown.

McDonald's

McDonald's was founded in 1940. The first logo of the company - the image of the chef Speedee . The Speedee logo was later redrawn. In the 60s, Jim Spindler changed the company logo to what we know today. And that's the letter M.

Fashion industry logos (famous fashion brands)

Almost every one of us can recognize and name brand monograms. For fashion houses, the logo is very important because most of the fashion houses are named after the founding designers.

Louis Vuitton

The fashion house was founded in 1854. Corporate logo companies - LV monograms. The color of the monograms and the canvas may have changed, but the logo of this brand has not changed to this day, except that it was slightly simplified in the 2000s.
Brand clothes are made from very high quality materials and therefore the products are expensive.

Louis Vuitton brand products are copied the most. But it is very easy to recognize a fake - in the original, the brand logo is always located symmetrically.

Chanel

The first Chanel logo appeared in 1921. He was depicted on the bottle of Chanel No. 5 perfume. The company logo is a double letter C. It resembles two wedding rings that are not closed together. The letter C is the initials of Coco Chanel.

Fendi

The Fendi logo was created in 1972 by the company's new designer, Karl Lagerfeld. The brand logo is capital letters F, which are mirrored.

Versace

The Versace house logo is very extravagant and extraordinary. It was designed in 1978 by Gianni Versace. The logo represents the head of the representative of ancient Greek mythology - Gorgon Medusa. The designer explained why he chose this character: "It is a synthesis of beauty and simplicity that can mesmerize anyone, just like the clothes produced by the brand."

Givenchy

In 1952, the Givenchy brand begins to produce high quality clothing, as well as a line jewelry and perfumery. The brand logo is very simple and concise. A quadruple G is placed in a square. It looks like Celtic jewelry.

Car brand logos

Winged cars:

Bentley- British luxury car. The characteristics of the car can be described in just a few words - aristocratic luxury. The logo of the car is the letter "B" enclosed in wings. The emblem indicates the power, speed, elegance of Bentley limousines.

Aston Martin The car logo was created in 1927. These are the eagle wings that frame the Aston Martin lettering. The owners of the company compared their car with an eagle. Because the eagle is a fast, agile and predatory bird.

Chrysler- The first American car logo was a pentagonal star created in 1923. After the company joined the German concern Daimler AG in 1998, the logo was changed to "open wings". They demonstrate the virtuosity and uniqueness of Chrysler vehicles.

Cars with animal logo

Jaguar- whose emblem was originally SS - Swallow Sidecar. From English "swallow" means "swallow". After the Second World War, most Europeans had negative associations with the SS emblem (association with the Nazis), so the company's owners decided to change the name of the brand. The Swallow Sidecar was replaced with a Jaguar. Agree, strength, elegance and grace are very suitable for modern Jaguar cars.

Lamborghini- At first, the Italian company was engaged in the production of tractors. Therefore, the bull became the emblem of the company. This animal is very hardy and strong. Now, Lamborghini brand cars are powerful, expensive supercars, and the golden bull emblem suits them very well.

Ferrari- the car logo of this brand is familiar to everyone. Its main attributes are a prancing black stallion on a yellow-golden background with a painted Italian flag at the top of the logo.

Initially, the Ferrari emblem was on the plane of the pilot Francesco Baracca, during the First World War. Enzo Ferrari asked Francesco to give him this logo. The pilot agreed and gave Enzo the right to use the logo.

Best music industry logos

Virgin is a British record label. Created in 1972 by Richard Branson and Simon Draper. The label name is very interesting. Virgin in translation from English means "virgin".

Created a logo Virgin Records(first company), English illustrator Roger Dean.

A few years later, the Virgin brand became very popular among English performers. After signing Virgin with the punk rock band the Sex Pistols, Branson decided that their company lacked audacity. Therefore, it was decided to change the company logo.

Legend has it that one of the artists drew the new logo we know now on a napkin. Branson really liked it. Richard associated the new logo with his company. “Simplicity, attitude and energy are about us,” said Branson.

Sony Music Entertainment- established in 1988 and owned by Sony. Included in the "Big Four" record companies in the world. Sony Music covers almost the entire show business.

The first logo of the company is multi-colored, small triangles in the middle of which were the letters SMV. The logo of the company changed very often. In 2009, Sony Music decided to make the logo completely different. The new logo looks like this: on a white background, a simple red brush effect and the text "SONY MUSIC" appears in the appropriate Sony font.

AC/DC is a world famous rock band. Most people may not know the band's work, but everyone recognizes the AC / DC logo.

Creative director Bob Defrin helped create the rock band's logo. The font was chosen from the Gutenberg Bible - this is the first ever printed book.

Huerth's intention was to create an emblem in keeping with the biblical imagery of the AC/DC song "Let There Be Rock". Of course, the lightning and blood red coloring suggest less angelic influences.

The Rolling Stones are a famous British rock band. Designer John Pasha helped make the band's logo. For his work he received 50 pounds. The designer was inspired by the expressive lips and tongue of Mick Jagger. It was also inspired by the Hindu goddess Kali.

Queen are a British rock band from the mid-1970s. She captured the hearts of many listeners. The logo was created by lead singer Freddie Mercury. He depicted the letter Q (the name of the group), which is surrounded by the signs of the zodiacs of the musicians of the group.

Logo Design Trends 2017

Design trends change almost every season. This applies not only to clothing, makeup and style, but also to trends in graphic design logos.
Logo Trends 2017

Minimalism

Many companies resort to this style, because minimalism is all about simplicity and conciseness. Minimalism uses very few colors. Everything should be simple and executed in the same style, without unnecessary additions.

For example, the well-known application Instagram used this style.

The company's first logo was a black and white image of a Polaroid OneStep camera. In May 2016, the company decided to rebrand not only the logo, but also change the design of the application. Now it's a camera and a rainbow rendered with a gradient effect.

color gradient

Creating a logo with a gradient of colors is a very good move for many companies, because this trend will be at its peak for a long time to come. A striking example is the international payment system MasterCard. The company's designers have simplified the design and used the filling of the geometric shapes of the logo.

black and white trend

Black and white design will always be in trend. Conciseness and simplicity of two colors is always a win-win option.

The best example is the world famous Nike brand.

Carolyn Davidson helped create the logo for the brand. The logo depicts the abstract wing of the goddess Nike.

Geometric figures

To create a unique but at the same time simple logo, designers use geometric shapes that are very easy to perceive and remember.

Example - logo YouTube - video hosting service. The brand logo is a “bubble” in the middle of which is the “play” icon.

Lettering

Pretty simple style. Letters are selected specifically for a specific name or text and are used only once.

Lettering includes the company logo. Google. The first company logo was created in a graphics editor by co-founder Sergey Brin. new style designer Google logo became Ruth Kedar. It was she who came up with the logo design that we know now.

hand drawn

Hand-drawn logos look clear and “folk style”. A lot of world famous companies use this style.

Johnson & Johnson — good example new trend of 2017. The company logo is very simple - it is red text on a white background, handwritten.

Web animated logos

Web animated logos are the trend of 2017. They look very bright, extraordinary. With the help of Gif logos, you can attract the attention of consumers.

Disney has been using this trend for a long time. Back in 1985, Tinker Bell began flying over the Sleeping Beauty Castle.

KOLORO company will develop for you a unique design of your logo, because our specialists are always on the topic of new trends in world design.

Many people confuse the logo with various signs by which a company or its products can be identified. What it is and why a logo is needed is an important issue that is decided when a company creates its own style and defines its mission.

The logo symbolically or allegorically expresses the essence of the company. This can be done using graphic as well as verbal techniques.

In a few letters (not to be confused with an abbreviation!) The meaning of the name of any organization is encrypted. A drawing or ideogram may also be used. To understand the basis of creating a logo, it is best to refer to examples.

Classification

There are 3 main species that are ubiquitous. All the variety of logos can be classified by image. Each belongs to one of the following sections:

picture
text
picture + text

Organizations, especially trading ones, most often use the latter type. It is the most convenient, because it can combine the emblem and the short name of the company.

Meaning of logos

Having understood what a logo is, it is easier to understand its meaning. It mainly depends on the mission of the company. Trade groups use it as a trade mark that is involved in product promotion. Other enterprises and organizations make a logo that matches the style, tasks, purpose. Most often, a small emblem reflects activities or products.

Why do you need a logo

There are several functions that the logo performs (Table 1).

Video about creating logos:

Helps you stand out

Like a person, at first any organization is “greeted by clothes”. That is, pay attention to appearance. Memorable logos help you find familiar companies among hundreds of others. A clearly articulated idea of the company, enclosed in a logo, helps to focus attention on it.

Legal guarantee of property

The logo cannot be repeated by two companies that, for example, produce the same product. This is the property of the company, which is protected by law.

If it is used as a trademark, then no one has the right to make the same. Otherwise, a company that violates the rules will be subject to administrative or criminal liability.

Customer confidence

Almost every manufacturer has its own logo. If a company monitors the quality of a product or service, it will acquire a permanent customer. People often distinguish products only by company logos.

unusual

Each company has its own characteristics that it is desirable to transfer into a graphic or verbal form when creating a logo. Any unusual idea, enclosed in a logo, allows you to attract customers and make them stop at this particular product.

Help in promotion

Only a logo that is endowed with the following qualities can help in the promotion of a product or service: originality and literacy in execution. In this case, the buyer will remember the product by the logo.

The most famous logos

One of the most famous logos Apple. Everyone knows the famous apple, but it did not appear immediately. First there was an engraving with Newton under an apple tree. After a while, one bitten fruit remained.

At Samsung, the logo is an ellipse, against which the name is written. Simple but memorable. The same can be said about Pepsi Cola. His blue-red-white logo is known all over the world.

Own logo

But not only global manufacturers need their own logo, but also small companies. After all, in fact, their tasks do not differ: to become famous among consumers and to become memorable.

Creation errors

The main mistake when creating a company logo: piling up a large number of details.

The client appreciates the simplicity of presentation, so you need to give up excessive pretentiousness. The eye should calmly perceive what is encoded in the logo. Nothing should annoy: neither the combination of colors, nor the amount of information.

Stages of creation

The logo itself can be very simple, but it takes a lot of time to design and create it. The creative process can be divided into several stages:

Each of these steps is important in its own way. Without preliminary - the creation of the logo will be superficial. The second step is to keep the emblem simple and stylish. The final stage is needed in order to check the effect of the created logo and, in which case, correct it.

After completing the second stage, you need to check the logo for compliance with several categories. If it has the following properties, then the main work is completed:

In order for the work to be done qualitatively, it is necessary to entrust its implementation to trusted companies with a good reputation and guarantees.

To get a high-quality logo, it must meet all the requirements listed above. Therefore, its creation is considered not only a creative process. Ultimately, such a sign should both decorate and maintain the prestige of the company.

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What is a logo: types, functions and their implementation

Working on a logo is not cheap, because, with its appearance, the customer company intends to solve the following tasks:

1. Providing a distinctive, associative function. With a successful logo, its owner will have no problem recognizing their products and the company itself against the background of any number of competing enterprises.

2. The protective function consists in the ability to call to account negligent competitors who illegally use someone else's designation. The whole secret lies in the right of ownership, which implies the legal protection of labeled goods and services. Violation of the rules of ownership is fraught with administrative, civil and criminal liability.

3. The guarantee function lies in the fact that the presence of a logo is the prerogative of companies that have earned popularity with a responsible attitude towards production process and the ability to guess the needs of the market. Only self-confident manufacturers allow themselves to spend money on creating a logo and, through its application, sign as a product.

4. Aesthetic function. A beautiful logo that combines the harmony of color and shape will make the design of the product even more visually attractive. Moreover, a special aesthetic effect is only enhanced by the awareness of quality assurance and protection against counterfeiting.

5. One of the most important functions of this kind of designation is an advertising purpose. Such an icon contributes to the formation of the image of the company at the level of the consumer's subconscious. Moreover, the effect of recognition of goods increases, associative links with the quality and reputation of the company are born, which cannot but serve its reputation.

Not sparing labor costs and financial investments in creating a logo, thus, its owner creates an attractive image for himself. In addition, it is worth mentioning the informational and psychological significance. Only with such a marking, the buyer receives maximum information about the manufacturer of the product in demand. Based on this, a positive attitude towards the company of interest is formed.

So, there should be no questions about the expensive pleasure of creating a logo. The symbol that carries The huge volume meaning, is born in the throes of highly professional efforts, accumulated experience and deep knowledge of different aspects of the market and human psychology. Playing a primary role in the individualization of the owner company, the logo does not stop performing its assigned functions throughout the entire period of its use.

Components of a professional logo

1. Style, appropriate for many years.
2. Extreme clarity of subtext and visual perception.
3. Ability to attract consumers.
4. Legibility.
5. Excellent visibility.
6. Maximum possible simplicity.
7. The ability to remember.
8. Descriptiveness.
9. Color range.

Types of logos

At the time of creating a logo, you can give preference to one of the well-known types, or stop at their combination. There are such symbols of a similar purpose:

1. Illustrative, allowing you to get an idea of the company's activities.

2. Graphic, indicating the activities of the company in a generalized or abstract way. In this regard, graphic elements will serve.

3. Textual, which are based on a text that gives an understanding of the activities of the customer company.

Regardless of the choice of one or another type of logo, the main purpose is not only to attract the attention of potential buyers, but also to retain and extend it.

Creating a sufficiently effective corporate designation is a step towards the formation of a brand. As an example of world famous logos, we can name:

McDonalds, recognizable in any country;

Nike, the lion's share production of sports shoes and clothing;

Nokia is a symbol of quality and reliability;

Coca Cola - an icon that confidently holds the leading position in the ranking of the most expensive;

Lacoste is popular not only in France, but all over the world.

A company that owns a logo is different from colleagues that do not have a similar symbol, just like the permanent effect of attracting new customers is different from not having them at all..

A little history of the logo

Such a concept as a logo appeared already at the beginning of the 19th century. But at the time of its appearance, it was just a designation of 2-3 characters of a typographic font, which included any cliché that did not require re-typing. During that period of its existence, the logo was nothing more than a synonym for the expression "ligature". It was only in the 20th century that a stylized typeface of the name of interest began to be included in this category. The use of this kind of symbol played a significant role during the period of the rise in production, export of products and tougher competition.

For the first time in history, the registration of such an OIC took place in 1876. In connection with this event, the British Patent Office has issued a title of protection for the type mark for Bass beer.

Thus, a symbol in the form of a red triangle received a ticket to life. This mark, as well as the drink itself, for which registration was carried out, still exist. b

Such centenarians include the Coca-Cola logo, registered in 1886. Designation Gebrüder Thonet , used for bentwood furniture, began life without registration (in 1859).

Over time, when the world became aware of such a concept as industrial graphics, stable combinations of graphic elements and other attributes emerged that provide company identification. Moreover, the combination of graphic signs, props and elements of corporate decor served to form stable combinations from the category of corporate blocks. There are also known examples of company identification without the use of graphic style. For example: until 1989, Toyota did without its sign of three ellipses.

Property rights protection

How to protect yourself from unscrupulous competitors, seduced by the effectiveness of a particular logo? The only correct way out would be to obtain titles of protection that provide the exclusive right to own IP. To provide this kind of advantage, there is no other way out than to register a logo in accordance with the rules provided for a trademark.

The first step towards the implementation of the plan will be the execution and submission of an application for the designation of interest.

During the registration procedure, confirmation of uniqueness will be required. To make sure that there is no likelihood of claims from the owners of similar designations, a preliminary search in the database of trademarks registered and applied for this procedure will allow. Otherwise, the refusal of the Patent Office threatens. In addition, the violator often faces civil liability (Article 1515 of the Civil Code of the Russian Federation), administrative (Article 14.10 of the Code of Administrative Offenses of the Russian Federation) and criminal (Article 180 of the Criminal Code of the Russian Federation). The use of someone else's logo is not considered a violation of the Law only if there is permission from the copyright holder (, a commercial concession agreement, an act of purchase / sale).

Temporal and geographic restrictions

The right to use a legally registered logo extends for a 10-year period. At the discretion of the owner, you can always take advantage of the chance to extend the title of protection for an additional 10 years, moreover, as many times as circumstances require. True, in case of non-use of the protected designation for a period of 3 years, any of the competitors may file a claim regarding the early termination of legal protection in full or in part (in the specified).

Secrets of successful logos

The most important thing in working on a logo is the effect of visual perception, which responds on a conscious and subconscious level with the desire to deal with a specific manufacturer and his products. In implementing such plans, special attention deserves:

1. Choosing a font that reflects the personality of the owner. Options are possible: with serifs; without serifs; handwritten; typewritten; decorative.

2. Color requirements as a way to evoke positive associations and, at the same time, not overshadow the essence of the designation itself.

3. Memorability, justified by the exclusion of overly complex elements. Extreme simplicity is the key to recognition and good readability in any size. For example: the usual Nike swoosh will not go unnoticed even on crowded store shelves. Even at a cursory glance, such a logo catches the eye and evokes an associative connection with something familiar, almost native.

4. Durability. (To stand out from the crowd, not following the fashion hysteria of different times).

5. Universality achieved through vector development, which allows maintaining quality regardless of the size and change of the demonstration environment (on the site, on the form, in advertising, directly on the product or packaging).

6. Reflection of the scope of activity and compliance with the characteristics of the company will provide a thematic symbol. For example: a company of children's things, chooses associations with toys, a "fun" font.

7. Uniqueness does not negate the ability to emphasize the industry where the activity takes place. But under no circumstances should you copy someone else's logo and repeat the ideas of other companies. As a plagiarism, it is worth mentioning the Chinese brand BYD reminiscent of the BMW logo

To please the company with the desired results, you need to answer a number of questions:

1. Understand the features of the business and differences from competitors, penetrate the essence of the idea conveyed to the consumer. Here you need to decide on long-term goals, characteristics of the target audience, the value of the advertised goods and services. It is extremely important to find keywords in the business description.

The logo is part of our Everyday life. They represent a brand and influence our purchasing decisions, whether we realize it or not.

One has only to look around and you can notice a lot of logos around you. They are everywhere!

But what exactly is the purpose of the logo? What is their history? What is included in their development and the correct logo?

What is the purpose of the logo?

The first and most important role a logo plays in the life of your company is identification. They help the consumer recognize, identify and choose your business before any other. In the end, all other logo requirements are just talking about nothing compared to this role.

A bit of history

A logo is an emblem or symbol. This visual entity denoting or individual person used for identification and recognition in society.

The logo is an emblem in the form of stylized letters and / or images that contain a certain idea.

The logo is the most important element of the company's image. From the point of view of an ordinary consumer, the presence of a logo or trademark of a company with an established status is a guarantee of the good quality of a product or service. Products that do not have a well-known logo are called noname.

Your logo is an extension of your brand and your brand is your story.

The word logo itself comes from two ancient Greek words λόγος - word + τύπος - imprint, and the term "logotype" appeared at the beginning of the 19th century and meant the combination of two or three characters of a typographic font.

The first officially registered logo was the emblem of Bass beer, once the best-selling beer in the UK. The logo was registered by the owner of Bass & Co, William Bass, on January 1, 1876, with the British Patent Office. Interestingly, the trademark, logo, as well as the beer itself, still exist.

The first logos include one of the most recognizable in the world, the Coca-Cola emblem, which was coined by pharmacist John Stith Pemberton and marketed as a remedy for nervous disorders in 1886. But the name of the new product and the first Coca-Cola logo were invented by Frank Robinson, who worked as an accountant for Pemberton.

Logo development process

A good logo is the cornerstone of your brand. It helps customers understand who you are and what you do.

A logo is a big responsibility on a tiny image!

Designing a good logo often requires the participation of an entire team. Before a logo is designed, there must be a clear definition of the brand's vision and values, as well as an understanding of the consumer or target group.

Although it is worth noting that many of the world famous logos today were invented by the owners of the companies themselves, their assistants, accountants and other people who have absolutely nothing to do with design or art.

Types of logos

Font style
Graphic style
Combination of graphics and font style

Not a single business has become successful thanks to its logo. The purpose of the logo is to increase the recognition of the company. The quality of services and goods is done by you

First of all, the logo should be easy to remember and recognizable.
A good logo should evoke a certain association in the consumer with the goods you produce or the services you provide. In other words, a good logo should have a clear meaning lying on the surface.
Bad logo design can seriously damage the first impression of your business. Don't skimp on good designers. After all, nothing is more expensive than a cheap design.
The logo should look good on large posters and small business cards. It should be simple. If you make your logo too complex, you will lose a lot of detail when you make it smaller.
Originality also plays important role. This will help you stand out from the crowd of competitors.
And of course your logo must be unique.

Logo components

Most, if not all, logos consist of a combination of the following elements:

Color

Colors are the main communicators of your Logo. They tell your audience about the mindset of your company. The color palette can consist of one or more colors (although we recommend sticking to a two- or three-color combination).

The colors for the logo will later be used in the corporate style.

Typography

The main thing in the logo is simplicity and ease of remembering. Very often, a regular font is taken, slightly changed, and voila, the company has a good, universal logo and high recognition.

Here are some examples of successful text logos: IBM, CNN, Yandex, Google, Facebook, Coca-Cola, Amazon, etc.

The image can vary from a simple arrow to a detailed image of some object.

If you decide to use an image - remember that when you reduce the size of the logo, some details may be lost; try to use something that looks understandable and scalable.

Combined logos are perhaps the most common type. Such logos contain both typography and an image.

This type of logo gives more room for creativity.

Subtitle

Located below the logo, the slogan typically includes a slogan designed to hook your audience or clarify what your company does.

Logos don't have to be accompanied by a slogan, but this is something to consider if, say, your logo image is itself an abstract interpretation of the concept of harmony - while it may convey your values, it doesn't really tell your customers anything about your business.

How to protect the logo

Logos and their designs may be copyrighted through various intellectual property organizations around the world that make available procedures for applying for design registration.

® - the mark of a registered trademark, is a confirmation that this trademark is officially registered as belonging exclusively to this company, and is legally protected by permanent protection for a certain period.

The strongest protection of the logo is provided in the case of its official registration as a trademark, which protects the company from unfair competition and allows you to protect your rights in court.

A trademark may not be used by others without the consent of the owner.

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