Turystyczne logo

Abstract

A logo (the sign of a trade mark) is a simplified ,graphic picture, presenting the most characteristic features of a product and / or a company in order to identify and differentiate it / them from competitive ones. Logo most often occurs in four forms:  picture (an iconic symbol) – real or abstract drawing,  name of the product / company or its acronym, written in a characteristic way, (type,colour,distinguishers) i.e. so called logotype,  cohesive composition of name, graphics and colours, or  facsimile of the product sponsor and / or company . Logo is not only the compound of higher or lower numbers of elements mentioned above.They should make a precise unity with constant rules of composition (so called promotional constans). The main sign should have several complementary variants e.g. logo in vertical and horizontal schemes, in colour, black and white, enlarged, reduced. Another aspect is an exact determination of the area and context in which logo is to be used i.e where and when, in what form, with which materials (company paper, visiting - cards, envelopes, badges, posters, t-shirts, stationery etc.) and also accompanied by whose products. The most significant functions of logo are:  identifying function – enables quick and unmistakable recognition of the given product (or company) and also distinguishing among other products (firms) on the market,  informative function – indicating functional features of the product (firm), emotional advantages resulting from the purchase, values sought by consumers etc.,  promotional function - consists in the use of the graphic sign in promotional activities of the product (firm), significant especially in case of non - pecuniary products,  function of guaranteed quality – it suggest that the produce with the given sign has definite (assumed: high) quality, and its manufacturer takes resposibility for it.