What is a Logo?
A logo is an easily recognisable graphical mark that identifies a company, product or any other public or private entity. It is generally a combination of typography, graphic symbols, and colours. Simplicity and clarity are key to a really good logo enabling it to stand out and be memorable. Your logo is also an important part of the visual identity of a brand.
If your designer is creating a new logo for your company or product, this is not a brand. The logo is a very small part of the overall brand that conveys a particular feelings, ideas and experiences in the eyes of the consumer. The strength of a strong logo comes from the clear definition, uniqueness and articulation of the larger brand strategy.
The logo can be compared to the tip of the iceberg. The iceberg itself comprises the overall brand, while the visual portions above the waterline represent the logo as part of the visual identity system.
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