Fiecărui semn (sau fiecărei combinaţii de semne) îi corespunde o semnificaţie (sau mai multe), relaţia

dintre semn şi semnificaţie („A înseamnă B”) fiind stabilită printr-o regulă semantică. Semnele
materiale (fumul – semn că arde focul), naturale (plânsul – semn pentru disconfortul psihic),instituite
prin convenţie (literele alfabetului) sau semnele formale (simbolurile din logică) au funcţia de a
reprezenta ceva independent de ele. Septimiu Chelcea p39

Corporate visual identity plays a significant role in the way an organization presents itself to both
internal and external market. In general terms, a corporate visual identity expresses the values and
ambitions of an organization, its business, and its characteristics.

The organisation wants to present itself as clear and comprehensible

The organisation wants to symbolise its ethos, its attitudes and personality.

The Organisaion wants to differentiate itself & its products from those of its competitors in the
marketplace Altaf Shaikh pune din alta carte cu semn apud sau cum se pune.. p 20

We live in a highly visual world. Most of what we do is supplemented by graphics and images to help
convey mean- ing. Digital color inn graphic design Ken Pender Focal Press Oxford 2008 p9

As individuals, not only do we vary in our description of colour, but our perception of colour is
influenced by expe- riences, memory, and even, research tells us, by the use of hallucinogenic drugs p
20

Logo, emblem, trademark, symbol, call it what you will, that image will stand as the “face” of your
company so it is very important to understand everything there is to know about a logo. Logo Design
Bluesodapromo 2013 p5 asta e proasta.

Recycling and Redesigning Logos Michael Hodgson, ed Rockport. 2010 USA. Asta e bunaCorporate
logos are intended to be the ‘face’ of a company: They are the unique identifier of a company, and
through colors, fonts and images, they provide essential information about a business that allows
customers to relate with the company’s core brand. P5

Speaking of brands and logos it is time to identify the relationship they have between each other
because it’s a very important one.

• Your brand is the story of your company and all it represents • Your logo is the image
that identifies your company p6

Companies are identified and recognized by their logo. It’s typically the first thing people connect
with your business, in fact in some cases it is the first thing people think of before knowing your
business; therefore you must be careful when choosing a logo. P6
Good logos will provide their audience with a simple mental shortcut to help them quickly
understand what a business is about while designs that are too complex are harder to create
recognition with and rarely work p9

Your logo reflects who you are. Stop freaking out about modifying your logo. If your logo is old and
dated, then you look old and outdated. If your logo is ugly and irrelevant, then you look ugly and
irrelevant. While consumers are critics of your logo they focus more on the feel of your brand they
get from it p 19

Logos speak of a company’s rich history. It can tell how the company climbed mountains to reach the
peak of success. Every logo has a story to tell. P23

Your company logo is not only the “face” but also the story to your brand. Before going and deciding
on a fairy to be your company logo, think about the meaning, the story, the message. Does a fairy
stand behind your values and company mission? P25

A logo – the word is an abbreviation of the word logotype (or logogram), which is defined as ‘a
symbol representing a phrase, word, or idea’– has represented many things throughout the times.
The Guide to grreat logos 2011, Logo factory Canada. Steve Douglas p7

In our commercial endeavors, logos have come to mean a quick meal (the McDonald’sarches and
other fast food logos), sports (the Nikeswoosh) soft drinks (Coca-Cola– who even brought us today’s
version of Santa Claus as part of their branding endeavors) p8

A great logo on a welldesigned letterhead or business card design will stand out against a bunch that
aren’t. P10

A well-designed logo (accompanied by an effective ‘look-and-feel’branding system) gives newcomers

to your business a perception of professionalism and attention to detail. P10

A professional logo and corporate identity gives the impression that you care about your business,
and in turn, care about the things your business does. You take pride in everything about your
company – from how it looks, which obviously translates to how it looks after its customers. It is an
overall image of strength, quality and professionalism that starts the minute your clients are exposed
to your business p10

One of the litmus tests we can employ at this juncture is this; if you’re planning to develop some
brochures, maybe even an advertisement in the local paper – you might need a logo. You’ll notice
that’s still a ‘might’. Bulletin boards at the local supermarket are full of hand-posted ‘flyers’– you
recognize them by the multitude of tiny ‘pull off strips with hand-written phone numbers, and while
these advertisements might be more noticeable with a decent logo, they probably perform to the
level that can be expected – a trickle of inquires and one or two solid leads. If that’s all that you’re
after, then a full-blown logo, and the work involved in creating one, is still more than what you need.
P13

Selling your company to strangers. Once again, if you’re simply filing tax returns on behalf of friends
and family for a few bucks on the side, none of this is an issue. Simply naming your company should
be enough. If, however, you’re trying to sell you services to strangers – and have but a few seconds to
convince them that you are exactly what they’re looking for, you need to think about branding your
company. Because that’s what a great logo (and related branding) is all about. Convincing strangers
that you are the best (or at least very good) at what you do. P15

So what can you expect from developing a logo for your company? Will, for example, a good logo
build a business? No. If your business comes from word-of-mouth or referrals, I’d argue that you
don’t even need a logo. A new company name will suffice (or even your own name if you’re pushing
the personal touch). It’s only when you’re trying to market, compete and promote your company
against other folks would it really become an issue. P17

The word logo is short for logotype-a graphic representation of a brand. So, essentially, a logo is a
picture that represents the collection of experiences that forms a perception in the mind of those
who encounter an organization. P8 Brand identity Esentials 100 principles for designing lofos and
building brands Ed. Rockport, Kevin Budelman, yang kim. Curt wozniac2010, USA.

Identity is often (mistakenly) used interchangeably with logo, but an organization's identity
encompasses much more than its logo. The organization's name is equally as important as the picture
used to represent it. Other elements, such as the color of a company's mailing envelopes or the music
customers hear while on hold on the telephone, are elements of the identity. P8

All illustrative logos are pictures, but they cover quite a range of meaning. Some literally illustrate a
product or service. Others symbolically represent an idea or metaphor more loosely related to an
organization's mission.

If your client is a dentist, and you create a logo for her practice that resembles a toothbrush, her logo
functions like a highway sign. It says, "This is the dentist, not the cobbler." P9

Design needs to communicate directly with a specific group of people. When developing the
photography or illustration style for a program, you don't need to trade clarity for sophistication p11

Well-executed programs demonstrate the personality or character of the brand through details of
interior and exterior architecture as well as signage. Logos should be treated with care, but pulling
other program elements into a physical space is a fantastic way to build a brand beyond the logo p 23

Strong brand identities not only stand in contrast with their top competitor(s), but also with the
overall market landscape. Contrast in brand identity begins with positioning, which should focus on
points of differentiation, and can be reflected through graphic style, program application, and
meaning Brand identities that use contrast well stand out based on how they look, feel, and behave
differently than the rest of the market p30

We live in a world of complex symbology, where symbols with deep cultural roots are modified,
editorialized, and juxtaposed to create evernew meaning. P40

The best brands tend to symbolize something in a culture beyond the specific, pragmatic offer. In rare
cases, brands themselves have risen to the level of becoming cultural icons.
When people buy bags prominently displaying the logo of a shoe company, get a tattoo of a computer
company logo, or write a song about a car company, you know these brands symbolize something
beyond shoes, computers, or cars. When a brand authentically connects itself to an idea that
resonates with audiences-health, education, community, etc.-the brand symbolizes more than a
business value proposition. Brands that are as much about belonging as they are about buying tend
to build the greatest value over time. P42

An organization's name establishes its most overt identity. Beyond that, a strong name also provides
excellent raw material for a strong graphic identity. P51

The logo is only the beginning of the story, and just like a good book jacket, good logos communicate
the story without giving away the ending. P56

The world's most memorable brands tend to distinguish themselves in the connotation-not just the
denotation-of the value proposition. Brand builders strive to create just the right connotation for the
brand in the mind of its target audience. Success in this endeavor is a rare and precious commodity.
P85

Once it has become familiar, a logotype is registered by the brain in much the same way as a symbol:
as a single, visual entity rather than a set of related verbal ones. Is there anyone who actually reads
the words ‘Facebook’ and ‘YouTube’ in the way they read text, when they see them in their familiar
fonts and settings?

However, the symbol logo and the logotype are diff erent creatures. Language is no barrier to a
symbol, generally; to a logotype, it can be. On the other hand, a logotype needs no accompaniment
to do its job of identifying its owner. While it is

establishing itself, a symbol needs its hand held by a written name, in the form of a wordmark or
other logotype. Only once an association with a brand has taken root in the minds of the audience
can a symbol shed its words. P5 Logotype Michale Evamy , Lauwrence King ,2012, London

Today, there are logotypes wherever you look. The most traditional forms – monograms, signatures,
plain type – still off er possibilities to designers of corporate identities. But the accelerating advances
in printing, media and design technologies have opened the door to infi nite variety. Designers can
manipulate, integrate and decorate letterforms and words with almost total freedom, and realize
visual ideas that, a generation ago, would have had to remain in the imagination. P9

And, in a future in which logos will have to work ever harder, with ever less media time and space in
which to operate, the kind that communicates both visually and verbally in a single, self-contained
mark could easily come to dominate the creation of brand identity. P10