NOMENCLATURE

A logo is not a brand, unless it’s on a cow.

The verbiage used in the creation of logos is a modern Tower of Babel. Terms such as identity, symbol, mark, word mark, and identity system have different meanings, depending on whom you talk to. Here are the terms as defined and referred to in this book.

What Does a Logo Do?A logo can answer these questions:

1 Ownership

Who owns this?

2 Origin

Where was it made?

3 Identity

Who made it?

It can:

1 Differentiate from competition

2 Create a focus internally

3 Provide clear identification

4 Enable the audience to form a personal relationship

5 Create merchandising opportunities

6 Create credibility

7 Bring order to chaos

8 Communicate the message

Logo:

A distinctive symbol representing a ...

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