
The logo is the distinctive symbol of every company, "His Majesty, the Brand", what identifies it and, together with the "Payoff", exalts the brands’ values and company mission, constantly calling to mind services and products that are different from the competition’s.
Creating a logo or brand, means transmitting appeal, that’s in today’s society where symbols and Brands become more and more important in the public’s eye and play a key role in determining corporate identity.
Creating a company logo means communicating the uniqueness of the brand or product through a visual identity, an identity that must be presented with strength and style and that must be identifiable in a simple and immediate way.
Study and creation of a company trademark is a process that takes several parameters into account. Color studies, for example, are a fundamental part of the creative process: these describe emotions and values, and making the right choice requires knowledge of the meanings associated with them. Creative and appropriate use of colors helps define the values and mission of a company.
All this is obviously valid not only for logos but for the creation of the entire coordinated look, (corporate image) of a company.
Entrusting the job to ComPart Multimedia means receiving detailed and profound attention to all these aspects. For every company, this is the first, giant step that a brand must make on the road to success.
A logo (plural: logos) is a graphical representation typically associated with a product, service, company, or organization. It usually consists of a symbol or a graphic version of a name or acronym, featuring specific typography. Various types of logos can coexist within a brand: A trademark is any sign capable of being represented graphically, including words (such as personal names), designs, letters, numerals, sounds, the shape of products or packaging, combinations of colors, or other elements, provided they serve to distinguish the goods or services of one company from those of others. In Italy, trademarks are regulated under Articles 7–28 of the Industrial Property Code (Legislative Decree No. 30 of February 10, 2005). To be registered, a trademark must meet the following criteria: The term payoff, widely used in advertising language, refers to the verbal expression that encapsulates a company's or product's positioning. 'Positioning' refers to the space the product or company occupies in the target audience's mind—essentially, its personality. Examples include: The payoff should not be confused with the title or headline, which serves to communicate the product or service's strategic promise and is often derived from its Unique Selling Proposition. In Italy, 'payoff' is frequently used synonymously with tagline or endline. The target refers to the intended audience for a marketing or communication strategy. It is defined by demographic, geographic, behavioral, or psychographic criteria, aiming to reach those most likely to be interested in the product or service. Brand awareness in marketing refers to a brand quality composed of two aspects: one quantitative (recognition) and one qualitative (brand image). Brand recognition measures the audience's ability to identify a specific brand. This can be assessed using recall indicators. The lowest level is no knowledge of the brand. At a higher level is recognition or aided recall, where the audience needs prompts to identify the brand. Spontaneous recall occurs when the audience remembers a brand without prompts. The highest level, top of mind, occurs when the audience immediately associates the brand with its product category, such as 'Coca-Cola' for soft drinks. The strategic promise is the cornerstone of a communication strategy: it defines the unique benefit the product or service offers to the consumer, translating the Unique Selling Proposition into a clear, targeted message. The USP identifies the exclusive benefit that sets a product or service apart from competitors. This core marketing concept emphasizes what makes an offering unique in the consumer's eyes. Brand positioning is the process of defining how a brand differentiates itself from competitors in the consumer's mind, occupying a specific and meaningful position. It relies on factors such as perceived value, quality, and emotional connection. The tone of voice is the style and manner in which a brand communicates with its audience, reflecting its personality and values. It can be formal, friendly, professional, or creative, depending on the communication strategy and target audience.Glossary:
FAQ: Frequently Asked Questions