Graphics utilisation in logos : logo use in corporate identity

Abstract

The logo is a unique way of spelling out the name of the company and product. It's the organisation's signature that can be applied to every aspect of its printed or visual material. Presenting the central idea of the organisation with impact, brevity and immediacy. The logo is a powerful tool. This study is about the graphic application in the regard of logos in corporate identity and the importance of visual communications. Expert Interviews with four marketing managers of four local organisations and three Focus Groups were carried out in order to arrive to the results. This study identifies the diverse reactions and opinions that people with different educational levels and various age groups, have towards logos. If a logo reflects the philosophy of the company and has good exposure, the logo can be easily linked to the company by its clients. Thorough research is necessary in order to produce a successful logo. Common colour, 1030 and typography should be used for a better association of the product /organisation. Shape is an important aspect in logos, that stimulate the imagination of the public. Organisations are realizing the importance of ensuring that the logo reflects the image they want to portray.