In order to discuss the general function of the logo, we must firstly identify and define the environment where this will have to fulfill its function. The environment is called brand and the definition is as follows: the brand is a collection of ideas and images, a collection that constitutes an undivided whole meant to transmit and sustain the values of a company, a product or a service. As you have noticed, this definition has brought into discussion two defining elements: idea and image. I’d like to emphasize that it is important to follow this order: ideas come first and images are born out of ideas to visually represent them. Once we have known the environment and its definition, we can discuss about the functions that the logo must fulfill.

The first function: the logo defines and incorporates values.

The logo must be designed according to the values which we want it to transmit. As the visual impact can mean much more than a description and the logo will [probably] be the most important visual element, it is recommended that it is given its due importance.

The second function of the logo is to communicate values.

The logo does the communication between the company and the consumer and, besides the product itself, it is the first element that presents the service provider.

The third function of the logo is to represent values.
The logo represents a company, an association or another [mainly] legal entity.

Let’s recapitulate – we have identified three major functions of the logo:

- it defines values
- it communicates values
- it represents values

The functions of the logo never change; they only exist. In order to efficiently explore them, the logo must be relevant. In the case of a company, it must be relevant both for the institution, the product or the service provider and for the market. In the case of a non-profit institution, the logo must be relevant for the institution and for the socio-cultural environment.

The conclusion: the logo must be suggestive, but not too open to interpretation. The message that it transmits must be ambiguous enough but without leaving room to wrong interpretations. The functions of the logo can be neither negotiated, nor influenced. They begin to work along with the social exposure of the logo. All we can do is to establish relevant values and constantly sustain them.

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Great looking and promotional brochures create a compelling image of your company, its’ products and services. Whatever your promotional need be, the brochure format is the best answer to your needs. Brochures prove to be extremely versatile in content and use. You could hand them out at trade shows or provide them to your sales reps as selling aids. Whatever the mode of distribution of your brochure be, it’s printing has to be constant and attractive to gain the attention of the reader.

Most of the brochures are flat sized. The number and types of folds in your brochure enables you to create a variety of print communications in terms of look and function. The folding of the brochure creates a great impact on the functionality of the brochure. Four page brochure displays a lot of information and the design concept of the brochure begin with the display of this information within the constraints of the size and layout of the brochure. Most brochures are printed with more than one color; and it is proven that people respond more positively, and longer, to full color promotional brochures. However, when using multiple colors for the brochure, you have to make sure that the colors used in the brochure complement each other to give your brochure a unique appearance. If necessary, you could use photographs and graphics to accentuate your brochure.

Using images and pictures in the brochure adds spice to your brochure. In this way, they also draw the reader’s attention to read your brochure. There are many businesses that stick to a specific font or color for use in the entire brochure. This is because using the same color and font promotes uniformity in the brochure, and at the same time, makes it easier for the reader to read the brochure. You could also consider adding your logo in your brochure, as this proves to be an added advertisement to your company or product. It is always better to hire the services of an experienced brochure designer to create your brochure design for printing. This is because even if the cost may be a factor here, this cost can be compensated when the brochure reaches the masses, and there is an increase in sales! And remember the brochure designed by a professional will definitely be better than a brochure that you venture to create on your own!

After creating the right design for your brochure, it is the right paper that has to be chosen. There are different varieties of paper to choose from; choose the paper that best suits your color and design of the brochure. Remember that printers offer great discounts on orders of large quantities of brochures. So it is beneficial to order brochures in large numbers. So choose the right designer, and printer to help you produce the most efficient brochure possible!

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