Why Do Companies Use Logos?

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Companies use logos as a basic form of identity and branding, so that the company can be identified instantly when the logo is printed on letters, napkins, pens and merchandise. Understand the importance of logos with help from a management teacher in this free video on advertising.

Part of the Video Series: Advertising Techniques
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Video Transcript

Hi, my name's Mark, and we're going to discuss why companies use logos. Logos, are a form of basic identity. They're a way in which a company differentiates itself from it's competitors. To stand out. To be different. A company logo, is a corporate form of branding. Branding, is the identity of the company. And this can be found through many ways. The logo is the physical form of a company, it's moral standing, it's views, it's motto. A logo, incorporates all of it's visual, and spiritual, social foundations. A company uses sound, it uses color, it uses images, it uses all sorts of ways, in which you can identify with that organizational brand. That's why companies use logos. Okay, so a company uses the logo, as an expression of it's identity. It uses symbols, colors, sounds, any form, any which way it can create an impact on the target audience, on the customer, on you. And the symbol within that logo, is the way in which it identifies who, and what it stands for. Colors, sounds, images, symbols, they're all there to create the company identity, to differentiate it from it's competitors, and to make it stand out.

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