The logo is a symbol that is used to represent an institution, brand, person or society. It is characterized by being composed of images, symbols and / or letters.


Around 1800, the first logos began to emerge. These were very rudimentary symbols and colors, but they were intended to serve as an identifier among the owners and attract more attention from the incipient buyers. Subsequently, the logos have been adapted to different times, becoming a reference for identification by the companies they represent.

Logo features

The logo is intended to be the graphic representation of a company. It is used to publicize and identify the company or institution for a long period of time, in such a way that the recipients associate the products or services offered by it with that company. If they achieve this it will be easier for them to stay in the public mind to facilitate their sales.

Companies communicate and distinguish their products or services through logos; granting benefits to both those responsible and consumers. To the former you are giving added value to your products and services, while to the latter you indicate quality or value.

Characteristics of a logo

For a logo to be successful it must be:

  • Simple: A logo should be easy to remember. It is advisable to avoid gradients and to use an easily recognizable typology and a maximum of two or three colors.
  • Adaptable: with the arrival of new technologies it is important that a logo adapts to any medium. It must be adapted to any size and then transferred to the support that is required.
  • Legible: One of the characteristics to take into account is that it can be read without problems. Legibility is essential. When letters are substituted or gradients are incorporated, it must be done in a manner consistent with the logo that has been created for the brand.
  • Timeless: This feature is of utmost importance because fashions change continuously. Therefore, having a logo that remains in time and in the memory of the public is very relevant.
  • Original: The logo must be unique and original like the company it represents. You have to investigate the logos of the market to which the firm belongs to make a difference.

Examples of success logos

Some examples of success logos are:

  1. Google: Meets all the previous parameters. It is an easily recognizable, simple and timeless logo.
  2. Coca-Cola: Although it has evolved, it retains its essence and design. It has remained practically the same since its origin in 1886.
  3. Carrefour: This logo is the union of a French word and a symbol easily recognizable among users.

Advantages of having a logo

Among the advantages of having a logo are:

  • It is a priority part of the corporate identity of the company.
  • Establishes the differences between companies in the same sector.
  • It allows customers and users to become familiar with it to keep it on their mind.
  • It can become a guarantee of quality over time. If the company grows and is recognized, the logo will position itself in the market over its competitors.