ABSTRACT
Ironically, despite the simplicity of the best logos, the more successful they become, the more they may defy conscious recognition. A logo should that it represents something of significance and interest, a direction or subject worth following, something more than the sum of itself. A logo communicates with intent to stir emotion, which it should do with a simple ease–simply notable, simply understandable–and, for ease of reproduction, simply reproducible. Logotypes are potent when the name or names they contain also have potency. All identities must generally include a logotype, for the name always needs communication. In a combined logo the symbol tends to act as an endorsement of the logotype—perhaps a sign of guarantee or mark of true or pretended prestige. A virtual logo occurs when a product ultimately becomes so established within the broader realms of society that it becomes in effect an icon in its own right.
