The concept of a logo has undergone tremendous change over the years. Earlier trademark was used to identify the products and services of a merchant in the marketplace. The concept of using a logo changed with the advancement of technology. The products and services were being introduced in the market on a mass scale. In such a situation, marketers started using logo to promote their products and services.
The main purpose was to distinguish a company's product from its competitors in the market. In the modern age, a logo is used not only for the identification purpose but also for the promotional reason. In today's market, a trademark is used for representing the business identity of an organization. It is used to communicate the essence and values of the company.
A marketer stresses on effective designing of the trademark. There are several reasons behind an attractive designing of the trademark. A company's graphic symbol should be clear and lucid in appearance. The clarity and lucidity makes the trademark more understandable. A viewer is able to grasp the details and meaning of a trademark. It should be designed not for the sake of creating a symbol for an enterprise. An entrepreneur can create a symbol which can convey a meaning or the message of an organization. It is used to express the personality and individuality of an enterprise.
A designer should be able to create a trademark in such a way so that it can be reproduced on all sorts of corporate materials. Company's graphic symbol is reproduced on all these materials for promotional purposes. The corporate materials can include newsletters, flyers, bill boards, official documents, stationary and much more. A graphic symbol printed on these materials can distinguish a company from its competitors. Therefore, it is used to be reproduced on the product of an enterprise.
A marketer can decide the shape, color, size, font and image of this visual icon. You can set all these elements and patterns of the logo design in an attractive manner so that a symbol appears unique. You can emphatically depict the personality of an organization. All these factors contribute to the significance of the trademark.