Company logo design - visual identity
A logo is a graphic mark of a company or institution. It is created in a unique graphic style representing a mixture of graphic elements (visual and typographic units) or is an explication of a specific graphic solution. A logo should be designed in a simple and clear manner, being momentarily recognizable as an application both in color and in black and white print as well. Graphically complex logos are not popular nowadays and are hard to remember.
A logo has to do with the brand of a company. In this sense, the logo is nothing else but the visual identity of a company, organization or institution. Logo represents the company, its business and distinguishes it from the competitors. The simplicity of shape and form, choice of color, modern typography and art solution are the characteristics of a good logo design.
An integral part of the visual identity are corporate colours. The heading and interface of a company site entail implementation of the company logo in the left-hand-side corner and background colour of the company, which includes the heading and the central navigational system. Company logo is a hotlink (hyperlink) which under the Web convention leads the user back to the home page. Corporate colours must not be ‘vague’. it is best to take one of the 16 basic colours to be the corporate colour. While making the selection of the corporate colours, the meaning of the colours in our culture should be taken into consideration and the colour that expresses the line of business of the company should be chosen.
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