Logos on logos

A new emphasis on corporate and organizational logos has begun. As companies merge, they want a logo that proclaims their new and unified identity. As companies split, they fight custody battles over which has the right to the logo, because the cost of making a logo familiar to the public is high. Other organizations want logos to differentiate themselves in an increasingly competitive world. As a communicator you may be involved in helping create the logo. The paper examines some of the things to be considered in developing a logo; the article also illustrates both effective and ineffective examples.