A logo, in other words a company symbol or a brand mark, is a part of it that can not be expressed in words. The logo is a unique combination of name, graphics and color. It is a graphic visualization of the shortcut of thought, the accepted idea. The logo may consist of a verbal, iconic or mixed sign. The logo is an indispensable component of the company’s visual identity system.
A well-prepared logo should help in recognizing the offer and constitute a guarantee mark. The company symbol should be legible and easy to remember and do not cause negative associations.
In today’s culture, the symbolism of shapes and colors is the basis of marketing communication. Symbols representing brands are much more memorable to consumers than other types of information related to the brand. The use of colors and images in the visualization of the brand significantly supports the remembering of the brand name.
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