логос

A logo (Greek λογότυπος = logotipos) is a graphical element, (ideogram, symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form a trademark or commercial brand. Typically, a logo's design is for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority. The logo is one aspect of a company's commercial brand, or economic entity, and its shapes, colors, fonts, and images usually are different from others in a similar market. Logos are also used to identify organizations and other, non-commercial entities.

Logo design is a most important area of graphic design, thus the most difficult to perfect. The logo (ideogram), is the image embodying an organization. Because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos.
When designing (or commissioning) a logo, practices to encourage are to

* avoid being excess in attempting uniqueness
* use few colors, limited colors, spot colors
* avoid gradients (smooth color transitions) as a distinguishing feature
* produce alternatives for different contexts
* design using vector graphics, so the logo can be resized without loss of fidelity
* be aware of design or trademark infringements
* include guidelines on the position on a page and white space around the logo for consistent application across a variety of media (a.k.a. brand standard manual)
* not use a specific choice clip-art as a distinguishing feature
* not use the face of a (living) person
* not use photography or complex imagery as it reduces the instant recognition a logo demands
* avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is committed to being associated with any and all connotations such imagery may evoke