Development of company logo

Logotype (from the Ancient Greek λόγος — word + τύπος — imprint) — is an original depiction of the full or abbreviated name of a company or goods. An intelligent development of a logo embraces a whole range of parameters.

A logo needs to be more than just a well made image, where color, form and text come together in an attractive composition. Its purpose is to become a distinguishing feature, a symbol that remains in the memory and identifies a brand or firm.

The result of the development must be a logo that is simultaneously individualistic, practical and laconic. Its individuality must not be excessive: the idea behind the company logo design does not necessarily have to be «absolutely unique» — it is sufficient for it to be original, understandable and recognizable on the market in which the brand shall be promoted. A logo’s practically may be demonstrated by the degree of its successful reproduction in small sizes, in a negative and monochrome version. The laconic nature of the logo design lies in that there is one graphic idea and a maximally simple and precise method for its expression.

Development of a company style

Company style consists of an aggregate of graphically harmonious elements, united by a common idea. This allows a company or trademark to become recognizable, to stand out among its competitors.

Just as a book is «judged by its cover» in forming a first impression made up of seemingly insignificant details on the dust jacket and how they complement one another, so can company style tell much about a company, its goods and services.

In developing a company style, the first considerations are the aims and specifics of its activity, which form the basis of a creative idea and the fundamental message behind the design of the company style and logo. In some cases, a firm is just entering the market and wishes to draw attention to itself; in others- the main aim is to raise the company’s prestige, to stress its favorable difference from its competitors. An adequate logo design and company style is conducive to accomplishing the aims and tasks of the company, always and in all matters.

In developing a company style it is very important to have a sound knowledge of all the possibilities of contemporary graphics as, at the end of the day, these technologies make the style expressive and up to date.

The rest is simply a matter of technique and quality control.