Logo design dates back to the human history of expression. We can find its roots back in Greek etymology where pictures and symbols were used to express messages. Monograms were heavily used on coins that referred to the era of kings. The ancient civilizations of Egypt, China, Rome, and Babylon, among many others, used pictographs to cipher their messages and communicate their ideas. The word logo itself is derived from Greek language that means name, symbol, or trademark. Every civilization has used symbols to communicate its message. People have used signs and symbols to communicate their ideas that gave meaning to these symbols. This gave words a symbolic representation. In fact, the power of symbolism is the true essence of a logo. The logos are always in the lineage with the social communication used by humans in different times and locations. It was in 12th and 13th century that the logos or symbols were transformed into trademarks. The meaning of the symbols or images remained unchanged since the pre-historic times. These symbols carried the same meaning for traders and corporations as it did for ancient people. For example, an image of a serpent has always represented evil and danger. Similarly, the Nike swoosh has its association to doing things the right way. The industrial revolution, in 19th century, popularized the usage of logos by businesses. It expanded the reach and scope of logos. Corporations and traders started using symbols to differentiate themselves from others. This gave way to building corporate image through which companies maintained a cohesive image. The companies used various modes of communication to design a consistent image to accomplish certain corporate goals. It was 20th century, when designers and corporate giants enormously influenced the process of building corporate identities. The introduction of new media, i.e. the electronic media redefined the nature of logos and introduced animated logos. This gave way to developing brands as Naomi Klein states, “In order to be successful multinational corporations, you need to produce brands, not products.” The logo is now not only a visual identity of a product but an image that ascertain brand equity by using logos in various marketing situations. Through their effective usage, logos have inspired fanatical loyalty among consumers. Today, the logo, which now cannot survive without the brand image, transcends the product itself. Brand is now an idea; it’s a perception that transcends the product or service of the organization. The power of the brand has become so strong that the popular logos have become a matter of pride for the consumers. These brands have transformed the lifestyle of the consumers. It is an inseparable identity without which the brand cannot be represented in the global world. Starting as mere human expression, logos have evolved into a brand identity that is thriving to grow. The advancement of technology will revolutionized the usage of logos. But the role of custom logos would remain the same, and that is to give a meaningful representation to raw information and ideas. How much the role of logo will be extended, is yet to be witnessed.
Posted on: Sat, 17 Aug 2013 05:18:10 +0000
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