We can define a logo as a graphic mark or symbol commonly used by commercial enterprises, organizations and even individuals to aid and promotes instant public recognition. Logos are either purely graphic symbols/icons or are composed of the name of the organization.
During days of hot metal typesetting, a logotype was a exclusively set and arranged typeface or colophon. At certain level of mass communication and in common usage a company’s logo is today often synonymous with its trademark or brand. The recent era of logo design began in the 1870s with the first abstract logo, the Bass red triangle. Now days there are a lot of corporations, products, brands, services, agencies and other entities using an ideogram (sign, icon) or an emblem (symbol) or a combination of sign and emblem as a logo.
As a result, only a small number of the thousands of ideograms people see are recognized without a name. An effective logo may consist of both an ideogram and the company name (logotype) to put emphasis on the name over the graphic, and employ a unique design via the use of letters, colors, and additional graphic elements.
The Coca-Cola logo is identifiable in other languages, here written in Cyrillic.
Ideograms and symbols can be more efficient than written names (logotypes), in particular for logos translated into many alphabets in increasingly globalized markets. For instance, a name in the Arabic language would be of little help in most European markets. By contrast, ideograms keep the general proprietary nature of the product in both markets.
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