Logos and Trademarks Corporate Identity - A corporate identity is an internationally recognized representation of a company’s personality. Defining such a personality in a simple graphic statement,as in a logo or trademark, takes extensive research, creativity, and skill. Registered Trademark - A registered trademark usually has two parts. Word mark refers to the words that represent a company. Device mark refers to the visual symbol that accompanies words. Logo - a logo is a device mark, or a composite device and word mark.
Design Considerations Practical/Aesthetic - A logo identifies and differentiates a product, serivce, or organization. It acts as a business tool by endorsing the product, service, or organization and by adding value and professionalism. It is both practical and aesthetic. A logo is expected to communicate the very essence of the business in a rapid fashion. Simplicity/Longevity - An effective logo is simple in design, yet powerful in content. Simplicity makes it easy to reproduce and easy to remember. It can take the market a long time to recognize and remember a logo. Generally, a logo is designed to last 10 years or more, and is updated very carefully only when necessary.