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Today there are many corporations, products, services, agencies and other entities using a ideogram (sign,icon) or an emblem (symbol) or a combination of sign and emblem as a logo. Resultingly, only a few of the thousands of ideograms people see are recognized without a name. It is sensible to use a ideogram as a logo, even with the name, if people will not duly identify it. Currently, the usage of both images (ideograms) and the company name (Logotype) to emphasize the name instead of the supporting graphic portion, making it unique by its letters, color, and additional graphic elements.

Ideograms (icons,signs, emblems) may be more effective than a written name (Logotype), especially for logos being translated into many alphabets; for instance, a name in the Arabic language would be of little help in most European markets. An ideogram would keep the general proprietary nature of the product in both markets. In non-profit areas, the Red Cross (which goes by Red Crescent in Muslim countries) is an example of an extremely well known emblem which does not need an accompanying name. Branding aims to facilitate cross-language marketing. The Coca-cola logo can be identified in any language because of the standards of color and the iconic ribbon wave.

Colour is important to the brand recognition, but should not be an integral component to the logo design, which would conflict with its functionality. Some colours are formed/associated with certain emotions that the designer wants to convey. For instance, loud colours, such as red, that are meant to attract the attention of drivers on highways are appropriate for companies that require such attention. In the United States red, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with health foods, and light blue or silver is often used to reflect diet foods. For other brands, more subdued tones and lower saturation can communicate dependability, quality, relaxation, etc.

Colour is also useful for linking certain types of products with a brand. Warm colours (red, orange, yellow) are linked to hot food and thus can be seen integrated into many fast food logos. Conversely, cool colours (blue, purple) are associated with lightness and weightlessness, thus many diet products have a light blue integrated into the logo.

Logo design is a most important area of graphic design, thus the most difficult to perfect. The logo (ideogram), is the image embodying an organization, because logos are meant to represent companies’brand or corporate identity and foster their immediate customer recognition; it is counterproductive to frequently redesign logos.

When designing (or commissioning) a logo, practices to encourage are to:

  • avoid being excess in attempting uniqueness

  • use few colors, limited colors, spot colors

  • avoid gradients (smooth color transitions) as a distinguishing feature

  • produce alternatives for different contexts

  • design using vector graphics, so the logo can be resized without loss of fidelity

  • be aware of design or trademark infringements

  • include guidelines on the position on a page and white space around the logo for consistent application across a variety of media (a.k.a. brand standard manual)

  • not use a specific choice clip-art as a distinguishing feature

  • not use the face of a (living) person

  • not use photography or complex imagery as it reduces the instant recognition a logo demands

  • avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is committed to being associated with any and all connotations such imagery may evoke.

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