Active vocabulary. A logo is essentially a visual brand identity of a company

A logo is essentially a visual brand identity of a company. The origins of logos can be traced to the 19th century, when industries added a symbol to represent their companies and to help customers easily identify their products. The trend caught on, and today corporations, services, products, agencies, universities, and colleges all have a specially designed identifying emblem or logo.

The idea probably stemmed from royal courts and the nobility, who for centuries had specific coats of arms emblazoned across everything they owned, from saddles to stables, to farms, castles, manors, furniture, jewelry, and dinnerware.

Since the logo represents a distinct identity, it must have the essential elements of: simplicity, proportionality, flexible color palette, easily legible fonts, and uniqueness. A logo must be designed so that it not just represents the company, but sets it apart. Originality and distinctiveness are the keys to a successful logo. The design elements such as font and color should lend themselves to redesigning as well as to representation in single or multiple colors.

Even before selecting a designer for the logo you need to clarify certain basic thoughts. What should the logo convey? What is the basic identity of my company today and what are the expansion plans? What are my objectives and strategy? Study your product and its customers, brainstorm with those who are committed to the success of your company, and never forget the competitors.

Remember, the logo is essentially a business tool so it must reflect professionalism, competency, and commitment. The logo must survive time and be valid even centuries later.

In logo design, it would be prudent to use vector graphics, as they allow resizing and retain design integrity. Keep away from complicated and intricate logo designs. Limit colors to two or three, this is not just economical but practical. Also chose colors that are in keeping with your industry. Choose a font that is universal and uncluttered.

Here are some common associations: blue represents trust, loyalty, and power; yellow energy, joy, and hope; while green represents growth, sustenance, and regeneration. Among shapes, a circle is associated with connection, community, trust, and safety; a rectangle represents strength; and a triangle power and aggression. Keep such aspects in mind while discussing possible design elements.