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In order to go over the general function of the logo, we need to firstly determine and define the atmosphere exactly where this will have to fulfill its function. The environment is known as brand and the definition is as follows: the brand is a collection of concepts and images, a collection that constitutes an undivided entire meant to transmit and sustain the values of a business, a item or a service. As you have noticed, this definition has brought into discussion two defining elements: notion and image. I'd like to emphasize that it is important to comply with this order: tips come initial and pictures are born out of suggestions to visually represent them. As soon as we have identified the atmosphere and its definition, we can discuss about the functions that the logo have to fulfill.

The 1st function: the logo defines and incorporates values.

The logo have to be designed according to the values which we want it to transmit. As the visual effect can mean much more than a description and the logo will [possibly] be the most crucial visual element, it is advisable that it is provided its due significance.

The second function of the logo is to communicate values.

The logo does the communication in between the company and the consumer and, in addition to the item 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 yet another [mainly] legal entity.

Let's recapitulate - we have identified 3 key functions of the logo:

- it defines values

- it communicates values

- it represents values

The functions of the logo never adjust they only exist. In order to efficiently explore them, the logo must be relevant. In the case of a business, it should 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 atmosphere.

The conclusion: the logo should be suggestive, but not too open to interpretation. The message that it transmits must be ambiguous adequate but with out leaving room to incorrect interpretations. The functions of the logo can be neither negotiated, nor influenced. They start to work along with the social exposure of the logo. All we can do is to establish relevant values and constantly sustain them. associa