About Logos: Origin, History, Benefits, Necessity, Types, and Logotherapy

Have you ever wondered where the term “logo” comes from?

The word “logo” is derived from the ancient Greek word “λόγος” (logos). This term encompasses “word,” “reason,” and “meaning,” and ancient Greek philosophers used it to explore the truths of the world. Through this exploration, “logos” has evolved into a powerful tool that companies and brands use to express their purpose and identity.

The origin of logos dates back to ancient civilizations like Egypt and Mesopotamia. During these times, royalty and nobility used symbols to represent their authority and divinity. These symbols are the predecessors of modern logos. Later, in medieval Europe, they evolved into coats of arms and heraldry. As we moved into modern times, logos became widely used by businesses and merchants as a visual means to express their identity.

If we turn our gaze to Japan, we find “kamon.” Kamon, used since the Heian period, were emblems that represented the lineage of aristocrats and samurai, functioning as visual identifiers of family identity. Like today’s logos, kamon carried powerful messages through their simple designs, serving to distinguish one family from another.

Japanese kamon are often based on motifs of plants, animals, or tools, symbolizing the history and values of a family or clan. The symbolism and simplicity of kamon designs align closely with key principles in modern logo design. In fact, the influence of kamon is still evident today, with some companies incorporating these elements into their logos and brand marks.

The commonality between kamon and logos lies in their ability to convey complex meanings through simple designs. Just as kamon are deeply rooted in Japanese culture, logos continue to evolve as powerful symbols of a brand or company’s identity.

Note:

There are different theories regarding the origin of the word “logo.” One theory suggests that it derives from the ancient Greek word “λόγος (logos),” which means “word,” “logic,” or “meaning.” This term was used by ancient Greek philosophers in their quest to understand the truth of the world. Another theory posits that the word comes from “λογότυπος (logotupos),” a combination of “logos” and “tupos” (meaning “type” or “model”), which refers specifically to logos used in print or trademarks. Therefore, the origin of the word “logo” may depend on the context, with either “logos” or “logotupos” being applicable.

Have you considered the role a logo plays in a company or brand?

A logo is far more than just a design. It serves as the “face” of a company or brand, visually representing its presence and bringing numerous benefits:

1. Enhancing Brand Recognition:

   A well-designed logo has the power to differentiate a company or brand and embed itself in consumers’ memories. A memorable logo plays a crucial role when consumers are choosing between products or services. For instance, Apple’s apple logo and Nike’s swoosh are instantly recognizable and strongly reinforce the identity of these companies.

2. Building Trust:

   When selecting a trustworthy company or brand, people often unconsciously assess whether its logo appears professional and appealing. A logo serves as a visual symbol that communicates the reliability of a company, playing a key role in establishing trust with consumers.

3. A Tool for Differentiation:

   In a competitive market, a unique logo is essential to make a brand stand out. A logo symbolizes a company’s distinct value and strongly appeals to consumers as a viable choice. For example, Coca-Cola’s calligraphic logo stands out among many other soft drink brands.

4. Conveying a Message:

   A logo is a tool for visually conveying the message a company or brand wishes to communicate through colors, shapes, fonts, and other design elements. For example, in the case of eco-friendly companies, you might notice that their logos often feature green or blue tones, visually expressing their commitment to sustainability.

The logos you encounter daily come in many different forms, each serving to visually communicate what a brand or company stands for:

1. Wordmark:

   This type of logo uses a specific font or design to represent the company or brand name. Examples include Google and Coca-Cola, where the company name itself is visually emphasized. At our company, we refer to this as a “Logotype.”

2. Symbol/Logo Symbol:

   These logos represent a brand through iconic images or symbols without using text. As mentioned earlier, Apple’s apple and Nike’s swoosh are powerful examples of logos that are instantly recognizable by their symbols alone. We refer to this as a “Symbol Mark” or sometimes as a “Logo Mark.”

3. Combination Mark:

   This design combines both a logotype and a symbol. For instance, Adidas’ logo features both the brand name and the iconic three stripes. At our company, we generally refer to this combination as a “Logo” (though we might also refer to either the logotype or symbol mark individually as a logo).

4. Emblem:

   An emblem integrates the symbol and text into a single, cohesive design, such as the Harley-Davidson logo.

When thinking of the word “logo,” I am reminded of Viktor Frankl, the Holocaust survivor, psychiatrist, and psychologist, and his concept of “Logotherapy,” introduced in his book Man’s Search for Meaning. Logotherapy, like the term “logos,” is rooted in the ancient Greek word “logos,” which represents “meaning,” “word,” and “reason.” It is a form of psychotherapy that asserts finding meaning in life is the primary driving force for humans.

For a company, a logo is not just a design; it symbolizes the “meaning” and “value” the company offers to society. By clearly communicating the company’s philosophy and vision through its logo, the company’s reason for existence becomes even more solidified. In this way, Logotherapy and logos share a fundamental concept of discovering and conveying “meaning,” a connection we are deeply aware of when creating logos.

A logo is not just a design; it is a vital element that visually symbolizes the essence and value of a company or brand. Just as Starbucks’ logo represents more than just a coffee shop but a lifestyle and culture, your company’s logo can also express the soul of your brand.

Understanding the history and types of logos and creating the most suitable logo for your company can enhance brand strength and earn consumer trust. Just as Viktor Frankl’s Logotherapy explores the meaning of life for individuals, a company’s logo represents its raison d’être.

We encourage you to recognize the power of logos and cherish your company’s logo as it serves as an important message, showing what your company aims for and the value it provides.

If you don’t mind, please take a look at our logo design work.
Logo Design – Work

At AEDI, we are a web development and design company based in Kurashiki, Okayama. In addition to logo design, we assist with graphic design centered around logos, web design/development, and branding. We serve not only Okayama and Kurashiki but also clients nationwide. If you are planning or considering creating a company/service logo, branding, or website, please feel free to contact us.

References:

Logo – Wikipedia

Kamon – Japanese Heraldry – Wikipedia

Logotherapy – Wikipedia