What is a logo?
Logos are symbols in which a company’s mission is entrenched. As such they are not mere signs that are designed for their own sake. This implies that a given logo’s information should be chosen in a way that it conveys the core values that reflect an organization’s values. This eliminates any eventuality of misrepresentation. Logo information entails various aspects as discussed below.
Simplicity
Simplicity is one aspect that arises when choosing logo information. Designers choose words that are simple to understand. Consumers in the outside world do not need to strive to understand what an organization is all about. They simply need to read a logo’s information and understand the organizations core values. Subsequently, designers need to find simple words that people can understand easily. Literacy, is also an element that makes keeping logo information simple critical. Despite most populations especially in developed worlds being fairly literate, a significant number of individuals in the market remain illiterate. As such, keeping logo information simple augurs well with this group.
Memorable
Logo information should also be memorable. This implies that the information displayed alongside a logo should be one that the reader should always remember. Logos achieve this by appealing to human emotions. An element that significantly appeals to human emotions is humor. People like to remember moments of delight in life. This is not to say that painful moments are forgotten. However, one would not want people to remember his or her organization as a painful moment. Perhaps it might only be appropriate to allude to pain in a hospital logo. However, it is important to note that even hospitals strive to keep away syringes from their logos. On the contrary, logo information for hospitals depicts them as centers of care.
Timeless
Logo information should also be timeless. What is meant here is that logo information should remain relevant across different time lines. Remember, building an organization culture is not an easy task. Subsequently, when this culture is built, the organization should strive to protect it. Most organizations that exist today are firms that were established many years ago. However, their logos display words that still remain relevant in the modern world. One might ask how is a designer supposed to tell what is relevant across different timelines. There is a saying that states that nothing under the sun is really new. As such, human beings merely replicate ideas. The existence of the stock market today can be traced to a traditional form of mercantilism in ancient times. One should therefore identify those human aspects that are constant like sexuality, and allude to these aspects in logo information.
Appropriate
Another critical element of logo information is appropriateness. Although this element relates closely with the element of timelessness, it directly implies the core values of the organization. It asks the question of how appropriate is the logo information. The logo information should directly reflect what the organization does. It would thus be suicidal to reflect a mismatch of services in logo information. Choosing inappropriate information for a logo also comes with the disadvantage of mis-communicating an organizations services or products.
Versatile
Lastly, logo information should also be versatile. Versatility primarily implies that logo information should be flexible. It should be chosen in a way that it cuts across services and timelines. Individuals interpreting the logo information should interpret it in their own unique way. As such, logo information should not tie interpreters or readers in a specific framework of thought.
