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A logotype is a graphically expressed pith or concept of the company that it stands for. In marketing design a logo is fundamental when it comes to developing a company style and a tool, when it comes to building an advertising policy, a tool that will represent, if not personify, the company itself in the minds, at least at an emotional level. So the true professionalism behind the logo will tell on the marketability of the other artistic attributes of the brand, the power with which they influence the purpose audience and the correspondence between the image created and the stance and image that the company wants to be associated with.

The uniqueness of a logotype is about having the graphical pithiness carry a big informational and emotional load. The following must add-ins of a good logo speak well of the difficulty of the creation process:

¤ Originality of the idea and fullness of the content;
¤ Graphical and compositional expressiveness;
¤ Product identifiability;
¤ Correspondence with the purpose;
¤ Laconic designer solution;
¤ Easy readability and memorability;
¤ Esthetic attractiveness;
¤ Marketability;
¤ Produceability (adaptability in usage).

A truly good logo does not only have an artistic value in itself but it also works as an economic factors for it is there to enhance company competitiveness and hence to bring profit.

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