- You want the tie between your name and visual identity, but have a really long name.
- You work in an industry where shortening your name to initials is common (looking at you, law firms!)
A logo is a graphic mark, emblem, symbol or stylized name used to identify a company, organization, product, or brand. It may take the form of an abstract or figurative design, or it may present as a stylized version of the company’s name if it has sufficient brand recognition.
Logos have become an integral part of a company’s brand identities. A widely and instantly recognized logo is a valuable intangible asset for a corporation and is thus trademarked for intellectual property protection, in the majority of situations.
The Cleverness of Hidden Messaging in Logo
While logos aim to bring instant brand recognition, some cleverly maintain hidden messaging that only eagle-eyed consumers may spot. Consider the logo of the package delivery company FedEx. A close study of the logo reveals that the negative space between the letters ‘E’ and ‘X’ shows an arrow, which suggests delivery accuracy and a forward-looking business dynamic. Another example comes in the logo for Wendy’s restaurant, the lines in the collar of Wendy’s blouse spell out the word “MOM,” to suggest a homey feeling.