The somewhat inaccurate yet common term “logo” stands for the word and/or (→) symbol that represents a company or a material or immaterial product. It is inaccurate because the Greek word logos actually means “word” or “speech,” thus a more precise derivative would be “word sign.”

A logo typically consists of text, graphic image, or a combination of both. It is an important element of corporate design in that it formulates the visual identity of the entity or institution it represents. Some consider the logo to be the foundation upon which the design of a (→) corporate identity is based, while others see it as more of a finishing touch, believing that good corporate designs should ultimately be identifiable without the use of a logo. Due to the growing complexity of global corporate structures, it has gradually become necessary to develop an entire system of signs and symbols for purposes of identification.

Designing a logo is a challenge for many designers. A good logo is quickly...