The word logo (from Greek: logos = word) is based on the the term logotype, describing a method in traditional hot type print technique in which single types were arranged and set as an uniquely typeface.

Nowadays, a modern logo can be composed of one or more characters, an image, pictogram, symbol, icon or a combination of all these elements. But what is to be considered while designing or redesigning a logo?

A logo that represents an organisation or a company is called a corporate logo; a logo, which stands for a product or a brand is called a brand mark or trade mark. Logos help people to recognise a brand, organisation, company and help to identify with them. Therefor it's not advisable to change and redesign a well established logo all the time just to follow trends. Brand recognition and uniqueness are among the most important features of a good logo.

Whoever designs or redesigns a logo has to consider a lot of different factors 'cos the requirements of a modern logo are vast. But as a basic principle we can use the phrase: "less is more".

A professionally designed corporate logo should be emotive and appealing to the viewer and transport a whole variety of information (such as character, range of activity, philosophy, size, ...) about the company within just a second. In addition to that, a good logo must be catchy and recognisable and its design shuld be unique so it won't get in conflict with already established logos.

The fact that a logo has to be applicable in differenten medias should not be underestimated. It should look good on a 3-meter-dislplay as well as on stationery, business cards, in the internet or on a company car. In short, a really big job for just a "simple image"!

On the design and style of a logo all further layouts and appearances may be based. All together it is called corporate design and express the look-and-feel of a company.