A logo is an easily recognizable graphic symbol that identifies a company, a commercial product, or any public or private entity. It is one of the ways to distinguish a brand in a competitive world, full of graphic elements that try to attract our attention every day. A logo is generally a combination of typographies, graphics/symbols, and colours. It is a graphic element that is part of the visual identity of a brand.

A brand is an idea or image people have in mind when thinking about specific products, services, and activities of a company, both practically and emotionally. This combination of physical and emotional cues is triggered when exposed to all the touchpoints between a person and a specific brand. These can be the brand name, logo, products, visual identity, staff, or advertising – amongst others.