The Function Of The Logo



The function of​ the logo
In order to​ discuss the general function of​ the logo, we must firstly identify and define the environment where this will have to​ fulfill its function .​
The environment is​ called brand and the definition is​ as​ follows: the brand is​ a​ collection of​ ideas and images, a​ collection that constitutes an​ undivided whole meant to​ transmit and sustain the values of​ a​ company, a​ product or​ a​ service .​
As you have noticed, this definition has brought into discussion two defining elements: idea and image .​
I'd like to​ emphasize that it​ is​ important to​ follow this order: ideas come first and images are born out of​ ideas to​ visually represent them .​
Once we have known the environment and its definition, we can discuss about the functions that the logo must fulfill.
The first function: the logo defines and incorporates values.
The logo must be designed according to​ the values which we want it​ to​ transmit .​
As the visual impact can mean much more than a​ description and the logo will [probably] be the most important visual element, it​ is​ recommended that it​ is​ given its due importance.
The second function of​ the logo is​ to​ communicate values.
The logo does the communication between the company and the consumer and, besides the product itself, it​ is​ the first element that presents the service provider.
The third function of​ the logo is​ to​ represent values.
The logo represents a​ company, an​ association or​ another [mainly] legal entity.
Let's recapitulate - we have identified three major functions of​ the logo:
- it​ defines values
- it​ communicates values
- it​ represents values
The functions of​ the logo never change; they only exist .​
In order to​ efficiently explore them, the logo must be relevant .​
In the case of​ a​ company, it​ must be relevant both for the institution, the product or​ the service provider and for the market .​
In the case of​ a​ non-profit institution, the logo must be relevant for the institution and for the socio-cultural environment.
The conclusion: the logo must be suggestive, but not too open to​ interpretation .​
The message that it​ transmits must be ambiguous enough but without leaving room to​ wrong interpretations .​
The functions of​ the logo can be neither negotiated, nor influenced .​
They begin to​ work along with the social exposure of​ the logo .​
All we can do is​ to​ establish relevant values and constantly sustain them.





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