Logos serve to represent a given organization or company through a visual image that can be easily understood and recognized. A logo generally involves symbols, stylized text or both. Logos are often created by a graphic artist in consultation with a company and marketing experts.
Three categories of logos exist and are often used in combination. These three categories are: Ideographs - freeform images that can be entirely abstract. Pictographs - symbolic, representational images. Logotypes - simple, textual representations, like a company’s initials. As a key part of an organization’s identity, a logo must try to communicate the brand essence of a company or what the organization represents. This makes designing logos a critical job for a graphic designer and is often a creative process that is heavy in research and consultation. For international organizations, cultural differences in symbolism or the associations of colors must be considered.