Let's review the history a bit to know the Logo from its origins.
In the Middle Ages, artisans and blacksmiths used a distinctive image that they printed on their productions to authenticate them and record their authorship. Also, the kings used some royal insignia to mark the letters that had to travel long roads and were very susceptible to falsification.
Likewise, many kingdoms or empires had an image that represented them in battle or to mark what territories they possessed.
Going back even further, we can talk about prehistoric caves that have a mark that seems to indicate the belonging of a group.
Already closer to our days, from the industrial revolution, companies began to identify and differentiate themselves from their competitors with a corporate logo that they printed on their products.
It was here where the Logo design and the advertising escalation of these elements were born.
The elements of the Logo (icon and typography) fulfill a different communicative function in the final objective,
each of these functions will be developed below.
The icon: transmits a message from a figurative image. We can call this message connotative as opposed to the typeface that we will call denotative. The connotative condition of the image arises from its imprecision when communicating the message that the company wants to convey to the consuming public. This image does not send a clear and univocal message but rather presents polysemy, a variety of meanings. In truth, when this image is designed, it is sought, in effect, to convey a specific message and that is why the designer strives to avoid that the figurative nature of the icon means that the receiver will interpret anything. In other words, although there are a variety of possible interpretations for an icon, these are framed within parameters that do not allow the corporate message to fade.
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The typography: is the denotative transmitter although not in an absolute way: the verbal material that is transmitted through the typography is the denotative element, but something is still missing. Verbal material (words) are signs that find their proper meaning in the language that we all share and in the sound representation (the alphabet) that we all use in the same way. The words in a Logo are usually the name of the company and, eventually, a brand slogan. The company name does not present itself to a variety of interpretations like the icon does. The brand slogan is a corporate slogan that accompanies the company at all times and not only in a certain campaign or product as the slogan does. The brand slogan is a catchy and attractive phrase that tries to captivate the public and make the brand memorable. The typography transmits these words that do not present difficulties of interpretation because they refer to a meaning shared by all the members of a community. However, there is also a very strong connotative element about typography. Typography is the typeface used to write a word and this choice is not innocent: each typeface refers to something different. Some fonts are very formal, some are funny, some are traditional, etc. The correct choice of font will give more power to the Logo. The shape of the letters generates a response in the audience's subconscious, a response to such a stimulus. If we find the correct answer, we will achieve a much more efficient Logo. For example, In the Logo of a company that is responsible for animating children's parties, a typeface that refers to humor and fun can be used with the aim that the recipient of the Logo subconsciously responds to it, considering it fun. This answer will be automatically associated with the company and the result will be hiring this company will make my son's party a lot of fun.
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