Every day we happen to see different logotypes/trademarks: some of them are eye-catching and memorable; the others are not distinguishable at all. What is the reason? What are the main tools for designing an ideal logotype/trademark?

• Investigate the scope of action of the organization/company/individual.
• Research what kinds of logotypes/trademarks were in use in the past.
• Find out what developments and trends of logotype/trademark design and usage are present in the current market.

• You have taken a very brave step to reach your goal if your choice has fallen upon the first variant. A quick research will make you sure that there are a great number of logos/trademarks made in a text format. The design of a logo/trademark composed only of a name or a title may become an easy solution only if the client is already popular enough for the high-quality product, activities or services.
  When using only a name or title as a logo it is extremely important to choose or design a specific font or else you will have to persuade your client to spend considerable amount of money on advertisement (even in this case there is a great possibility that the consumer will be attracted not with the logotype/trademark designed by You, but with the name/title itself).
  It is also highly acceptable to use abbreviations in such kind of logos/trademarks (e.g. UPS, IBM). Moreover, you should take into consideration that the shorter it is, the more attractive it will be. However, advertisement campaign will still remain as an irreplaceable component in this case.
• The second variant with a symbol is more interesting and gives more opportunities for creative approaches. Here you must find an appropriate combination of geometric figures, which will satisfy both the client's requirements and your ambitions, and will take up its unique position in the variety of logos/trademarks.
• The third variant is comprised of the two above-mentioned elements and includes both the title/name and the symbol. This choice is the most effective one: on one hand, a graphical image and/or a symbol will represent the organization/company/product/services in a particular way making it more memorable; on the other hand, the name/title will once again remind the market and the consumer about the client, the product or the scope of its action.
  Moreover, the application of this last variant is beneficial due to another aspect. Depending on circumstances and environment there often appears a necessity to use either the symbol or the name/title or their combination: in these terms, the third variant may meet all the emergencies.