In order to discuss the general function of the logo, we must firstly identify and define the environment where this will have to fulfill its function. The environment is called brand and the definition is as follows: the brand is a collection of ideas and images, a collection that constitutes an undivided whole meant to transmit and sustain the values of a company, a product or a service. Two defining elements, idea and image, is what this definition has brought into discussion and this is something you may have noticed. Ideas come first and images are born out of ideas to visually represent them and it is imperative to emphasize that it is important to follow this order. We can discuss about the functions that the logo must fulfill once we have known the environment and its definitions.

The first function. The logo defines and incorporates values.

Make sure that the logo is designed according to the values which we want it to transmit. The logo will probably be the most important visual element and the visual impact can mean much more than a description which is why it is recommended that it is given its due importance.

The second function of the logo is to communicate values.

The logo does the communication between the company and the consumer and, besides the product itself, it is the first element that presents the service provider.

Representing values is considered as the third function of the logo. The logo represents a company, an association or another [mainly] legal entity.

Let’s recapitulate – we have identified three major functions of the logo.

it defines values Logos communicate values values are represented

Remember that the functions of the logo doesn’t change and they only exist. In order to efficiently explore them, the logo must be relevant. In the case of the company, make sure that it is relevant not just for the institution but also to the product or the service provider and also for the market. The logo must be relevant for the institution and for the socio-cultural environment in the case of a non-profit institution.

All in all, the logo must not be too open to interpretation but it must be suggestive. The message that it transmits must be ambiguous enough but without leaving room to wrong interpretations. Also, you can neither negotiate or influence the functions of the logo. They begin to work along with the social exposure of the logo. Establishing relevant values and constantly sustaining them is all we can do now.

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