The contribution of a logo to the visibility of a company, with particular reference to Maltese companies

Abstract

This study aims to discover how a logo contributes visually to the success of a company or product within the market. The logo presents a main impression of any company or product. This dissertation researches the importance of the logo within the confined boundaries of the Maltese market. A literature review provides the knowledge needed to provide a guide for the practical research. Eight Semi-Structured interviews with Maltese companies are used in order to add substance and detail to what has already been researched. The study concludes that the logo introduces the brand which it represents and is a main factor in maintaining it. This further implies that the logo stands for all that its company is and does. It shows that the logo is the point of entry to each and every brand. It must be immediately recognized, as it is the company's calling card at all times, especially in the face of competition. The study also shows that continuity and cleanliness are key factors to be looked for within a logo. Contrast between foreground and background helps reinforce the strength of the image helping maintain remembrance and representation.