The symbols and marks can be summarized as marketing tools they use to the company. So it''s important to meet the functions
entrusted to them, because their proper design will become an attribute of the market. Thanks to accurate construction, they will not only serve to identify the company and its distinct from the competition, but above all to become a strategic element of the identity of the company.
The support of the statement perfectly illustrates the fact that the value of the world''s most recognized companies fairly often in more than 80% of the value created by the brand, whose main component is the symbol and mark.
What is the symbol and mark?
A trademark is a designation used to distinguish products (or services) of one undertaking from the same or a similar type of product (or service) from another company. Trademarks can be divided into: verbal (words, slogans), which is illustrative graphics, spatial (included in the cube), sound, combined (eg spatial-word-image) and color compositions.
In contrast, the symbol can take two forms: logo or the logo. Logo is the name of the company or its abbreviation written in a way characteristic different typeface, the letters in the corporate colors, some of them possibly honors or coherent composition names, images, colors. The logo is part of the system of visual identification company, which normally is not expressed in words, but only by using logos or statement of letters and logos. There are symbols:
* Inspired by the organization''s name,
* Thematic (graphic image akin to the industry),
* Symbolic (graphic image of a concept, process or operations),
* Inspired by heraldry,
* Inspired by the letters and numerals,
* Abstract (game colors, lines, blocks).
So how skillfully compose a symbol or trademark, which will attract attention? How to arouse curiosity in the recipient? First of all we have to put on originality, which is to distinguish our company from a number of others which already exist in the market. Prerequisite for achieving this objective is a suitable project, which ensures that all its elements will be formally consistent in its visual characteristics, and will be subordinated to the idea of the identity of the business.
There are several principles in constructing symbols and marks. In the first place mention should be mentioned attributes the company, it positively distinguishing characteristics, which should be reflected in the content and form of symbols and characters. The rule is that emphasis be placed on highlighting the most important and unique elements that characterize the company. Then, construction of the mark should correspond to specific companies or maintain unity and cohesion of the whole system of communication, which the company uses in the relationship of communication with customers. The best solution seems to be signs of simple forms. Although a symbol of calls made richer and deeper reflections of association to cause difficulties in its being and restore it after a certain period. By contrast, simplicity and znaczeniowo legible, and thus easier to remember the symbol quickly reaches the awareness of consumers, and also creates a nice combination of their imagination. It is important that designed the sign possessed an appropriate structure. An ill-chosen colors, fonts or the proportion of its cause erroneous perception, but also may lead to a loss of credibility in the eyes of potential business customers.
Skillfully designed logo clearly identifies the scope of the business, and consistency in its application will create a positive image among consumers. It is finer aspirations of the company and its market position and conveys the main marketing messages. So it''s important to be properly designed. By based on a combination out elements that characterize the company, and does not become the result of momentary pleasure. The symbol is guaranteed a competitive edge if it is a different uniqueness and consistent with each other all the elements.