The Logo and the Company
A correct and efficient design of a logotype is that which easily identifies and represents the company and not that one which is significant for its owners because it makes reference to personal matters which move them or that one which is complexly designed. Firstly, all personal emotions and feelings have to be left aside when a design is done, since this one is not part of your family album but an image which characterizes and represents your company before the public, who little cares about what you feel but it cares about knowing what your company produces and how it does it. Secondly, the complexity of a logotype is absolutely counterproductive. A very exuberant design is not good because it is difficult to remember, difficult to recognize and difficult to reproduce. In terms of logotypes “difficult” is a word that has to be avoided. The best is to create a simple drawing, easy to remember, with no many colours and explicit (clarity in the message that the logo transmits will assure its effectiveness), above all, explicit, a design that does not lead to mistakes or to various interpretations.