The Widespread Adoption of Logo Design
In a general definition, a logo is an image that takes the place of words and, subsequently, other intended concepts in people’s minds.
Today, the subject of Strategic logo design is addressed and emphasized more than ever due to two primary reasons:
The limitation of the alphabet and the repetitive nature of words.
The proliferation and multitude of different brands.
Logo design, and any symbol in general—like the visual symbols found on streets, in subways, on roads, in hotels, and in other high-traffic areas—are common, simple, and foundational examples of this definition. These pictorial signs replace words and sometimes even long sentences (such as “No Honking,” “Proceed with Caution,” “Ladies’ Restroom,” “Danger: Radioactive Material,” etc.). They are seen almost everywhere: on various packaging for all sorts of products, in public spaces, in computer applications (which are a particularly vivid example), and more.
One of the reasons for the widespread use of logo and brand design in the modern era is that the quality of a brand’s or company’s logo is usually synonymous with the perceived quality of that brand or company.
The main function of a logo is to be identifiable to the audience through its uniqueness.
Therefore, the principle of differentiation from other competing logos is a fundamental and extremely important principle in logo design. It should also be noted that a logo must be beautiful, comprehensible, impactful, and memorable to the audience.
Another reason for the ubiquity of logo design today is that it is a valuable tool that facilitates the quick and easy recognition of a commercial name. Simply put, it is an exclusive symbol that reflects the identity of a brand or company. When a logo design is placed on a company’s letterhead, it represents an important part and a representative of that company’s identity.
Furthermore, a key reason for the widespread adoption of logo design is its pivotal and intensely important role in communication and conveying the goals, values, and ideas of a commercial name today.
The Design of Symbols and Logos Throughout Time
It is worthwhile to briefly glance at the history of various symbol designs: As far as we know, about forty thousand years ago, early humans, who subsisted by hunting wild animals, began drawing very simple pictorial symbols on rocks and inside caves to express their thoughts. Through this method, human thought, which until then had only been expressed through sounds and body movements, gained the ability to be recorded and preserved! Archaeologists believe that early humans scratched the walls of caves in what are now Spain and France to warn others of danger or convey information about other matters.
Throughout human history, various signs have been used as a means of communication.
Archaeologists have discovered tools from ancient Greece inscribed with signs and symbols that can evoke specific sensory reactions in us. In the Middle Ages, merchants and tradespeople used unique symbols and marks to identify their goods or products. At the beginning of the 20th century, American cowboys used their own specific symbols to denote ownership of their livestock, with the roots of their visual language tracing back to the symbols used by ancient Egyptians.
The Importance of Logo Design in the Current Era
In recent years, some Iranian university professors have attempted to use the term Neshāneh (Sign/Mark) instead of the foreign word Logo. However, as we have addressed in previous training, the term Neshāneh covers a much broader range than the subject of logo design. For instance, the logos of various companies are considered a type of Neshāneh, but traffic signs are not considered Logos in the sense of commercial marks.
Logo design for commercial brands and companies is considered one of the most important categories of Neshāneh design and represents the identity of an organization or product. One of the reasons for the widespread adoption of logo design is that the logo is considered one of the intangible and intellectual assets of a brand. Even with the growth and expansion of a brand, its name and logo remain unchanged.
Standard and Professional Logo Design
At a quick glance, the first thing that catches the audience’s eye in any part of a brand’s visual identity, such as its stationery, is the brand’s logo design. A professional logo design must, at first glance, convey the brand’s message and provoke the audience’s attention toward the brand—even if the design does not fully illustrate all of the company’s activities!
This matter has progressed to such an extent in the current century that if a company’s or brand’s logo design undergoes fundamental changes, the audience of that commercial name or company perceives that the ownership of the commercial name or company has changed!
A standard, normal, and professional logo is referred to as a design that, in addition to addressing the aesthetic dimensions and conveying the intended concepts and values of the brand, has also been executed technically correct and within standard graphic frameworks. This includes ensuring that the logo does not suffer in terms of aesthetics or clarity when miniaturized. The execution technique is sometimes the most important factor in simplifying the details of a complex and challenging image and transforming it into a beautiful and comprehensible logo. For this reason, it must possess high executive maneuverability.