Logo as the Greatest Symbol of Brand
Abstract
The visual identity of a brand is what comprises a substantial part of its value, as it is the logo and the symbols used by a brand that distinguish it from competition and confer its competitive advantage. Logo can even be perceived as a work of art, which, however, beside its artistic value, needs to respect several principles. It needs to fulfil all the requirements posed on visual form, such as aesthetic aspect, as well needing to be a visual representation of what the brand has to say and how it seeks to operate on the market. The aim of the article is to clarify the issue of branding, which is closely related to the creation of the logo, on the basis of available domestic and foreign literature and online and magazine sources. The methods of description, analysis and synthesis were applied in the paper, particularly a descriptive approximation of theoretical knowledge relating to brands and logo creation presented by both domestic and foreign authors and by internet and magazine sources, connecting separate parts into a coherent whole and the analysis of the use of logo by individual brands.
Key words
Brand. Branding. Design manual. Logo. Visual identity.
GALERA MATÚŠOVÁ, J.: Logo as the Greatest Symbol of Brand. In European Journal of Media, Art and Photography, 2021, Vol. 9, No. 2, pp. 126-133, ISSN 1339-4940.