Logotypes: form and effectiveness

This text consists of a synthesis of the work carried out and theoretical reflection prior to the empirical research currently underway. It focuses on the study of formal factors with regard to their function in the effectiveness of the visual sign. The images on which work is done ara brand signs. We are concerned with determining the relationships between formal variables and legibility and impact, as well as the relationships between the latter in their determination of the effectivenss of the message. On entering this field we find that certain theoretical and methodological problems must be resolved before begining the empirical research.