Maurizio Pisani

Italy: How to create a successful logo

Logos are the graphic emblem that identify a brand. It's a symbol made up of colours, words and shapes.

Each brand has its own logo. And it is just as important as its name.

But why is that? Because our mind works with images. It is easier to remember an image than a name. How many times do we think things like "I want to buy that melon with the yellow sticker because it tasted really good last time", but we don't recall the name of the brand?

There are many ways to create a logo. It can be horizontal, vertical, square, round, rectangular, etc. 

But which is the best shape for a logo? The theory says that the best logos are the rectangular ones, where the base is double the height, for example, like the Avis logo (car rental service - on the right). This shape and these proportions maximise readability and visibility, and this makes it easier to use.

Using upper or lower cases also influences readability. If we think about the crowded shelves of supermarkets nowadays, customers have to be able to identify a product from afar.

Therefore, considerable time and energy must be spent to create a logo. Of course, the help of a graphic designer is always needed, but you need to explain to him what it is exactly that you are looking for. Otherwise the logo might look great but with no relevance to the brand.

We must remember that brands are a system. They are developed beginning with an idea (to differentiate from competitors and to stand out for buyers) and they consists of both words (the name and the claim) and the graphic part - the logo, the colours, the style.

All of these elements need to be connected and intertwined if a brand is to distinguish itself from the rest and be noticed, recognised and remembered.

For further information:
Maurizio Pisani

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