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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.

Glossary:

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:

  • Logotype: A graphical sign representing a phonetic expression, such as the wordmark 'Coca-Cola.'
  • Pictogram: An iconic symbol that refers to an object, a class of objects, or an action the object represents, like the apple symbol for 'Apple.'
  • Diagram: A non-iconic sign (or one with minimal iconicity) that might not have any direct connection to reality, such as the 'Nike' swoosh.

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:

  • Distinctiveness (Article 13 of the Code): A trademark must have a distinctive character and cannot be generic or descriptive of the product or service’s intrinsic qualities, such as its nature, quality, or geographical origin. Its function is to distinguish a product or service offered by one entity from those of others.
  • Graphical representation (Article 7 of the Code): The mark must be representable graphically to be precisely identified by consumers. This includes drawings, words, colors, sounds, or even fragrances.
  • Novelty (Article 12 of the Code): The mark must not have been previously used or registered for similar goods or services.
  • Legality (Article 14 of the Code): The trademark must comply with laws and public order and not offend morality.

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:

  • Adidas: Impossible is Nothing
  • Nokia: Connecting People

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.

FAQ: Frequently Asked Questions

A 'logo' refers to the graphic symbol or design representing a company, whereas a 'brand' encompasses all visual and communicative elements identifying a business, including the logo, name, and pay-off.

Corporate image refers to the collection of visual and communicative elements representing a company's identity and values, including the logo, colors, typography, layouts, and other graphic components defining the brand's appearance.

Colors are crucial in logo design as they evoke emotions and convey specific meanings. Strategic color selection is vital to reflect a company's values and mission.

An effective logo should be simple, memorable, versatile, and relevant to the company. It must clearly communicate the brand's identity and remain recognizable across various contexts and sizes.

A coordinated visual identity includes the logo, color palette, typography, letterhead, business cards, and other graphic elements ensuring visual consistency across all company communication materials.

A coordinated visual identity builds a strong and consistent brand presence, enhancing recognition and customer trust. It conveys professionalism and reinforces positive brand perception.

A logo is a graphic symbol representing the company visually, while a pay-off is a short phrase accompanying the logo, summarizing the company's mission or values and strengthening the brand message.

Choosing the right logo type depends on the company's identity and goals. Options include text-based logos (wordmarks), abstract symbols, icons, or combinations of text and symbols, based on visibility and messaging needs.