The poster has established itself as an integral part of modern marketing and has acquired the status of a typical Swiss quality product just like the one it was intended to sell. A good example is the poster designed in 1952 by Herbert Leupin (1916–1999) for the Pelikan fountain pen company. Showing an eponymous bird with a pen in its beak and a wing ink, it’s done with very little text. The message is simple: the bird is a brand name. Anyone looking to buy a fountain pen.
Logos are the graphic representation of your company and may consist of a symbol, an illustration or be represented typographically. A well-designed logo helps your brand stand out from the competition.
As a visual representation of the company, logos should be able to have the following characteristics.