The logo should be clearly legible and not too complicated. Simple shapes and a small number of colors are the best solution, however, it sometimes happens that companies that want to refer to the tradition use more complicated shapes and more colors, patterned on coats of arms. However, such an action is quite risky. In addition, the logo should be constructed in two versions - horizontal and vertical. This allows you to use it on various products without worrying about the space limitations resulting from its dimensions. Additionally, it should also be designed in contour, full-tone and monochrome versions. Thanks to this, for example, printing flyers or advertising posters can significantly reduce costs by using only halftones of one ink.
To ensure the standardization of the logo, the so-called basic brand book (it can be part of the visual identity book). It is a precisely image manipulation service defined record of the shape and structure of the logo, as well as the rules that must be followed in order to use it correctly. Larger brand books, which also include rules for the use of the logo in specific projects and marketing campaigns, so that it brings the best benefit to the company. A properly prepared book of signs should contain 7 basic cards containing: a description of the meaning of the logo, description of the logo structure, colors, description of protective fields around the logo, variants of the logo and its individual elements, a precisely described set of signs of the company's typeface as well as examples of correct and incorrect logo design.
In a highly competitive marketplace, a well-developed image is key to success. Book of visual identification July 17, 2013 Dictionary The book of visual identification , sometimes also called the CI (corporate identity) book, is a compendium of knowledge about the corporate identity system of the company . It creates a coherent image of it and protects against unnecessary changes. It is a useful tool for company employees dealing with marketing and administration, as well as for advertising agencies, graphic designers and designers, especially when creating advertising materials, because it contains all the guidelines for trademarks and their use. It is a slightly more extensive version of the basic brand book and can exist in both paper and digital form.