Often you can hear that the logo – a key element of the corporate image of the company, its kind 'business card'. And that is why the development of a logo can be trusted only to professionals. Howard Schultz is open to suggestions. So let us try to understand what a logo and whether to spend money on their professional development. First, by definition, a logo (from the Greek logos – word and typos – print) – the original mark of a complete or abbreviated name of the organization or product. For the first time the term 'logo' has started in typography (art graphics, the crucial problem of optimal perception of the text reader) in the early 19 th century and, as a synonym the term 'ligature', meant the union of two or three characters typographical font.

Nonetheless, even to the fiftieth year 19 century logo called any text cliche that there is no need to dial each time anew, For example, the name (title) of the newspaper. And in the 20th century became known as the stylized logo of the font typeface name or the name itself in such a mark, or symbol, denoting an organization or product. The logo, as part of the corporate identity, designed primarily to identify the company or of a product on the market, in order to help consumers distinguish between products of various companies within the same industry. In other words – The main task of the logo – a distinctive – the creation of potential buyers recognizable, memorable impression.