Logo: Everything you should know

Logo: Quello che dovresti sapere
Come si arriva a disegnare un logo in un certo modo e a dargli un aspetto simile?

Ecco tutto quello che c'è da sapere; o comunque tutto quello che dovresti sapere.

Per cominciare è necessario capire: Cos'è un logo?

A logo is a symbol or a little drawing used to identify immediately a company, an organization or institution, a single product or even a brand.

Un logo può includere il nome dell’azienda, come nel caso di Samsung, o disegni astratti, come nel caso di Nike.

Un logo potrebbe includere anche dei messaggi nascosti, per esempio l’osservatore attento noterà che nel logo di Amazon, l’iconica freccia parte dalla A e arriva alla Z, a simboleggiare che su Amazon si può trovare di tutto.

Un logo è una parte fondamentale dell’identità di un marchio, e i loghi immediatamente riconoscibili sono dei beni di immenso valore per un’azienda. Qualche anno fa, era molto popolare un gioco per smartphone in cui l’utente, dall’osservazione di una parte di un logo, doveva riconoscere l’azienda a cui apparteneva. I livelli più bassi potevano essere vinti indovinando i loghi di grandi multinazionali con un’elevatissima brand awareness & recognition. Indovinare questi loghi sembrava facile come riconoscere un amico in fotografia, questo perché il logo è come il volto di un’azienda: il primo segno visivo che il nostro occhio associa a quell’impresa.

that's why logos are patented and closely guarded from companies whose guarantee is guaranteed by copyright law.

Main features of a logo

It is necessary that a logo has few fundamental features.

First of all it has to be readable: if there is an inscription in the logo, anyone who sees it for the first time has to read it easily, without having to strain to interpret the character, or symbols used in place of letters. It is no coincidence that the brands of the biggest brands only have horizontal writing, in high contrast colors

It has to be consistent with the main activity of the company. It is no coincidence that logos of the largest high fashion houses, or those of the main automotive industries are inspired by the same style as the logos of the competitors.

It has also to be adaptable and replicableit could be printed if need, or used in digital; it may need to be used on a light or dark background; for a business card, or a street billboard. It must be able to adapt to any medium and be reproduced in any context without losing its fundamental role in defining the brand identity.

in the end, a logo has to be simple and unforgettable: anybody has to catch it at first sight and the association of the logo with the company must remain etched in anyone's memory, even if the viewer just give a quick sight.

types of logos

The logo can also have different characteristics: for example, not all logos bear the company name. In this regard, we distinguish seven main types of logos: the monogram, the logotype, the pictogram, the combined logo, the abstract logo, the mascot, and the emblem.


The monogram generally depicts the initials of a brand whose name is made up of several words (HP, IBM, NASA, HBO). Long names are difficult to remember, so to simplify the brand recognition process it is preferable to use an acronym. For example, few people know that HP stands for Hewlett-Packard, the names of the two founders. In this way you will be able to obtain a logo that makes the brand identification process more instinctive.

The logo consisting of only letters (and a few) must be legible both digitally and on printed paper, and must let you know what the company in question is doing. If the name of the company suggests in which sector it operates, for a company at its origins it is preferable to write the entire name, and to resort to a monogram only at a later stage: this is the case of IBM, which from 1924 to 1946 used a logo bearing the full name (International Business Machines), while in later stages of the company's history it only resorted to the initials.

The logotype is also a logo in which only text appears, but this time the company name is all represented in the logo, as in the case of Google, or Disney. If the brand has a catchy name, the right choice of font will make the logo an essential factor for brand recognition.

The font is very important to communicate the essence of the brand: the pharmaceutical industries tend to use essential and orderly fonts, to convey the idea of ​​innovation and efficiency, while the brands that produce items for children generally opt for more fonts. playful (Disney, Chicco, Lego).


Pictograms are icons, and it's probably the logo everyone thinks of when they hear the word "logo". The pictogram is often chosen by companies whose logo is so recognizable that it is unnecessary to even write the name, such as Apple, or Twitter.

Yet, the Apple logo has not always been what we all know: at the beginning, even Apple had opted for a logo that explained the sector in which it operated and in which the full name "Apple Computer Company" figured in full. Only after years of activity, they decided to rebrand by streamlining the logo and replacing the word Apple with the pictogram of an apple.

The pictograms, in fact, convey a meaning: the Apple's apple effectively makes the name superfluous, while the twitter bird implies the message that only short messages can be shared on Twitter, such as a twitter.
An abstract logo is a specific type of pictogram: instead of a recognizable image such as an apple or a bird, an abstract logo depicts a geometric image. This is the case with Pepsi, Spotify, or Mastercard. An abstract logo offers the opportunity to express what the company offers in symbols: the Nike swoosh, for example, conveys the idea of ​​movement and freedom.

A mascot is an illustrated character that represents the company, like brand ambassadors. Some famous companies that have opted for a logo featuring a mascot are Pringles, Michelin and KFC, Birra Moretti. In some cases, like KFC, the mascot is the stylization of a real character (in the case of KFC or Pringles, the founders of their respective companies).

In other cases it is a fictional character, such as "the Michelin Man". The Michelin man actually has a name: it is called Bibendum, gerund of the Latin verb to drink. The name is the diminutive of a verse by Horace (Odi, I, 37, 1) which reads «nunc est bibendum» (now you have to drink). In 1984 during an exhibition, Edouard Michelin noticed a bunch of tires that looked like an armless man. Four years later, his brother André Michelin met the cartoonist O’Galop who showed him a drawing depicting a large human figure holding a glass of beer, this too large and the words "nunc est bibendum". The design was initially conceived for a Munich brewery, which however did not appreciate the idea. André, on the other hand, suggested replacing the man with an anthropomorphic figure made of wheels. Today, Bibendum is one of the most recognized brands in the world.

Combined logo

A combined logo depicts both the company name and a small symbol. Often, it features graphics in which the pictogram and the company name are combined and complement each other. For example, in the Burger King logo, the writing would seem to represent the hamburger and the pictogram the bread itself.
The combined logo may also feature a graphically split but logically interconnected pictogram and logotype, such as the Unilever or Lacoste logo. A logo of this type is very versatile, it can in fact be used in its combined graphics, or by splitting the parts to adapt it to different uses.


In a logo-emblem, the characters are integrated within a badge, seal, or emblem. The traditional appearance of these types of logos can have a significant impact, for this reason they are often chosen by universities, organizations and government agencies (such as the University of Bologna, or that of Palermo).

Among the large companies that have opted for an emblem, in a more modern key than the traditional austere-looking emblem, Harley-Davidson and Starbucks.

L’emblema funziona bene perché è facilmente riconoscibile: ad esempio, il logo di Starbucks è talmente iconico (emblematico, per l’appunto!) da rendere i bicchieri di caffè immediatamente identificabili. È anche importante che il logo abbia un livello di dettaglio tale da poter essere stampato nitidamente su ogni tipo di materiale di marketing (come biglietti da visita, volantini, ma anche capi d’abbigliamento, o altri supporti utilizzati a fini promozionali.

Adesso dovrebbe essere un po’ più chiaro il processo grazie al quale disegnare un logo.

Se sei alla ricerca di qualcuno che possa realizzare il logo adatto alla tua impresa, contattaci.

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