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Logos and corporate image

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 usually a graphic mark or emblem that represents a product, service, company or organization used to aid and promote instant public recognition. Typically consists of a symbol/icon, is either purely graphic or is composed of the name of the organization. There are different types of logos that can be used simultaneously:

  • logotype: it is the graphic sign whose referent is phonetic, it is a written trademark, such as the "Coca Cola" logo
  • pictogram: is an iconic sign whose referent is an object or a class of objects, an aspect or action that the object can express, such as the "Apple" logo
  • diagram: is a non-iconic sign, or with a iconicity low degree, and can have no reference to reality, such as the "Nike" logo.

A trademark or trade mark or trade-mark is a distinctive sign or indicator used by an individual, business organization, or other legal entity to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or services from those of other entities.

The essential function of a trademark is to exclusively identify the commercial source or origin of products or services, such that a trademark, properly called, indicates source or serves as a badge of origin. In other words, trademarks serve to identify a particular business as the source of goods or services. The use of a trademark in this way is known as trademark use. Certain exclusive rights attach to a registered mark, which can be enforced by way of an action for trademark infringement, while unregistered trademark rights may be enforced pursuant to the common law tort of passing off.

A payoff or tagline is a variant of a branding slogan typically used in marketing materials and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product (like a film), or to reinforce the audience's memory of a product. Some taglines are successful enough to warrant inclusion in popular culture.

  • Adidas, Impossibile is nothing
  • Nokia, Connecting People
  • Star Wars, A long time ago, in a galaxy far, far away...
  • Star Trek, Where no man has gone before
  • The X-Files, The truth is out there

Top of mind awareness (TOMA) is "When people think of you first to fulfill their product or service needs.

TOMA has traditionally been defined as "the percent of respondents who, without prompting, name a specific brand or product first when asked to list all the advertisements they recall seeing in a general product category over the past 30 days".

Another way to explain TOMA is to ask, "Whom do you think of first when you think of [product/service]?" The answer to that question is the company that has achieved Top of Mind Awareness with you. TOMA varies from consumer to consumer.

"Top of Mind Awareness" is a way to measure how well brands rank in the minds of consumers. Companies that build brand awareness tend to also rank highly in "Top of Mind Awareness." Thus, TOMA correlates strongly with market share of a product.