It is well known that, in the context of visual communication and organizational settings, logos are
an essential medium with multiple uses. It appears that the adoption of a logo by an organization or
institution, regardless of its size, reflects one or more previously identified strategies. With this in mind, the
question arises: what is a logo and why should every self-respecting organization have one?
In general. A logo can be defined as a “graphic representation specific to an industrial, intellectual, or
commercial brand.”
For some, a logo is a “schematic symbol” that identifies an organization or institution. Others refer to a
logo as a “symbol” specific to an institutional brand.
As a conventional “diagram,” the logo is an abbreviated and meaningful “sign” of an intention relating to
a field or sector of activity.
Upon observation, and following the decoding of the existing logo, the logo plays a role as a
communication medium. It should convey and transmit a message to the public.
It is therefore a visual means of indicating, in a concise manner, an abstract reality specific to a
community of practices and professional activities. In this way, the logo aims to give visibility to an organization; it
contributes to making it known.
Given the roles it plays, namely representing the company, the design and choice of a logo is not the
result of an improvised or random process. Indeed, the logo must fulfill one person: to communicate effectively.
Many companies, among many others, are recognized by their logos, which immediately convey their
activities to the public. This is the case with organizations such as Meta, Amazon, Microsoft, Orange, etc.
It should be noted that the logo is the visible DNA used to characterise a set of services specific to a
brand.
Conceptually, the logo can take several forms or appearances, in terms of symbol, graphic or acronym.
Thus, based on the existing situation, we note that the logo, as a visual tool, is often illustrated by:
- One or more numbers;
- One or more letters;
- A bird/animal;
- A circle/circles;
- Various geometric shapes;
- An acronym;
- A symbol;
- Fruit;
- A key.
It must be acknowledged that adopting a logo, which is a real necessity for visibility, is not simply a matter
of mimicry or fashion, of ‘doing what everyone else does.’ No, conceptually, the logo is part of a strategic and
visionary approach. It must be designed with care and pedagogy.
Given that the logo conveys an image, its choice and colours are crucial to the brand's longevity. Very
often, many organisations want to save money by designing their own logo without realising the consequences
and impact this will have on the company's future. The consequences of this may include:
❖ the inability to integrate it into the website because it does not meet the required dimensions;
❖ the choice of colors not being in line with the company's mission, vision, and values, which will have an
impact on sales. Indeed, on sales, because the colors you choose for a company can have an impact on
customers and, in turn, on sales.
❖ the consistency of the brand image, the choice of your logo and its color also have an impact on all
communication media used to convey a message to customers.
Therefore, if you want to build a long-term organization, it is important to work on your logo with
someone who is knowledgeable about graphic design.
For well established companies, logos can evolve over time, considering the company’s status and
position in the minds of consumers. This has been the case for companies such as Nike, Pepsi, UPS, etc., whose
logos have evolved over time.
Recently, it has become possible to use artificial intelligence (AI) to inspire logo design using tools such
as Canva to brainstorm at the beginning of the logo creation process. Next, you will need to work with someone
who is skilled in graphic design to ensure that the logo complies with typography, style guide, and graphic
standards, which will help you avoid copyright and intellectual property issues.
In conclusion, a logo is an essential element in the functioning of an organization, which is why it is
important to ensure that it is well designed from the outset, even if it may evolve later in line with new
strategic directions for the company and science.
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