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We perceive our world through images. That is the way nature made us. That is why the visual factor creates a specific emotional background or resonance in our subconscious mind, which establishes priorities of memorisation and determines strength with which selective information affects us.
Visual perception of a Corporate Identity is ensured by an ultimately concise image capable
of encapsulating the unique information about the Company.
Such a sign elevated to symbol and identifier is called logotype.
The traditional definition of logotype is a character string in the form of a name, abbreviation or anagram. Nowadays, usually no difference is made between the pictorial and literal expression of a sign — they are all logos, the basic element of a Corporate Identity and Corporate Culture.
Graphic, design has formed its own professional rules of logo development. For example, a logo should be clearly visible in one colour and scale, suitable for placing on a business
card or a gift pen, it should fit into a square, a vertical or horizontal rectangle.
This ensures convenience and universality in using the logo.
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