Companies choose to use logos because the human mind can process images faster than words alone. This allows a client to just glance at their logo and identify the company. The logo also serves as a visual representation of “What we’re about” with out all the words.

Text logos are a subset of letters put together to form a word or acronym. Although that sounds like a normal word they are in fact images when they are finished because of the effects and font applied to the text. For example a thick font conveys strength and power. A slanted or italic font conveys movement, and a script font conveys elegance.

A symbol uses an image to convey a representation of what the company does. Because a symbol is more generic then text it allows for a wider interpretation of what the company does.

Colors in a logo should match the corporate image the company is trying to convey. For example a technology company may select a contemporary look with shapes and symbols and select a black and white color palette to add to the contemporary look. While a financial institution may take on a more conservative look with their logo and select blues, dark reds, and dark greens to add to their conservative image.

Logos should be unique and different. When someone views a company logo they should immediately associate that logo with only one company. Companies should use clipart sparingly as it is probable that another company may use it as well. Companies should also not use common fonts as it defeats the purpose of having a logo that stands out and can portray a company that is unimaginative and bland.