Origins of the Business Logo

The word Logo derives from the ancient Greeks and literally translates to 'word'. Popular definitions would define it as a name, symbol or trademark, designed for easy recognition and a mark of ownership.

People's desire to state ownership is intrinsic, either through greed, dignity, or immortality. We learn to develop a unique signature, which attempts to preserve our identity. For generations initials have been carved into trees, in an attempt to make a name permanent. A logo simply put is as an extension of this desire.

Using marks to claim ownership was not a modern idea. Ancient Egyptians would use stamped bricks to mark an area of their intended construction site. Stamps continued to be used to identity decorative items and weapons.

During medieval Europe society was at the time largely illiterate. This led to a mark being used for the purpose of a signature. However, the thirteenth century traders started using designs, which progress from plain cipher to an early trademark, typically a single straight line of letters set on a circle or crescent, which later incorporated a palm leaf or wreath. The invention of the print press towards the latter part of the medieval period saw the use of symbols (usually based on the cross) used as early printer marks. The increased production of porcelain in the 1700 developed these symbols for the use of manufacturing marks to identify the factory origin.

However, it was the Industrial Revolution during the early 1900's that really saw the rise in use of the symbol or icon for visual identification. The trademark became vital for visual recognition. Trademarks changed radically during the 1950's and became used by multinational corporations as a means to convey and sustain a cohesive message.

With the development of technology and the progression of time, these symbols and icons have continued to evolve. The advent of information technology, inevitable made significant changes to the logo, not only in visible design, but also with the increase of public consciousness to the visual impact. This meant that a strong importance to the visual message being communicated to it's external audience, an emphasis on recognition and longevity were key to a successful logo and brand.

The logo itself does to some extent remain true to its origins. However, with the change of society values and ideals, a simple mark for identification alone, is simply not enough. A logo should also convey a clear message about the company values and ethos, to a wide and diverse audience. In terms of the logo as a larger brand, ownership is less about the manufacturer or merchant, and more about the audience sense of ownership.

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