A logo or logotype is a small graphic element which is a part of a brand or trademark. A logo is usually arranged in a distinctive manner what can be achieved by using various fonts, typefaces, color schemes and so on. The most important requirement is that a logo should be distinctive from other logos in a similar market.
Recently enough the term "logo" has been used for various emblems, signs, symbols, coats of arms and flags. However the modern meaning of a logotype is wider - usually it implies some textual content featuring a brand slogan. As it was mentioned the uniqueness of a logo is the most important thing when you put your product on the market and introduce it to a vast number of suppliers, clients, affiliates, users and the general public.
Uniqueness is required as a logo serves as a trademark that clearly identifies organizations, businesses, products, events or services. That is why it is necessary to protect your newly-designed logo through registration as a trademark. Once registered, no third party is allowed to use it - thus a logo becomes an important intellectual property asset.
It is a quite valuable asset because large corporations spend hundreds of thousands of dollars for logo designer work to design distinctive logos, develop signs and signage systems. However smaller companies usually get local graphic designers to design corporate logos reducing costs for the design. Sometimes young designers create really unique things that become widespread.
The most striking example is Nike. When Phil Knight started Nike he was inspired very much by Adidas success and was focused on creating a brand as recognizable as famous Adidas three stripes. He hired young designer Caroline Davidson to design a logo for Nike paying just thirty five dollars for it. Davidson's work has become one of the most recognizable marks in the world making Nike the biggest supplier of sportswear in the world.
The logo designer work is commonly believed to be one of the most important in the field of graphic design. Utmost uniqueness should be achieved and a logo should be very eye-catchy yet simple enough - two things difficult to combine. There are some tips on designing a good logo. A good logo should be unique not to be correlated to other logos. A good logo should be functional to be used in many different contexts while keeping its integrity. A good logo should be equally effective regardless of its size.
An appropriate color scheme is very important that is why one of the most important things in the logo designer work is to design distinctive colors for a logo which should reproduce the image well with color-printing as well as half-tone and black and white printing. A good logo should be able to keep its integrity when printed on fabrics such as T-shirts because the shape of the product can distort the logo. A good logo designer work should follow the basic design principles of color, space, shape, consistency and clarity to represent the brand appropriately.