What is a company logo. Logo concept

A logo is much more than just words, an icon, a color. A good logo tells a story about your company: who you are, what you do, and where you stand.

Creating a logo is not an easy task: there are many nuances that need to be taken into account when designing it. Luckily, you don't have to do it alone. With this step by step instructions, you can do it easily and simply. But enough words, let's get started!

What is a logo and what is it for?

But before we go directly to the recommendations, we want to advise you on the online service from Turbologo , which can create a logo for you all in a few minutes. Just enter your company name and the site will create some logos for you!
Now let's get to the article :)

Every day we constantly encounter logos.

For example, the average US citizen sees 16,000 advertisements, logos, and labels per day. If you look around, you will probably also notice several dozen logos around you.

Why are there so many of them and why do so many companies spend thousands, hundreds or even millions of dollars to create this little element?

What do we, first of all, understand by the word “logo”?

A logo is a symbol or emblem that is used
to identify services, products and the company itself.

A logo presented in the form of a stylized corporate font (letters). In addition, small graphic elements are often used, such as the smile on the Amazon logo.
The advantage of such a logo is that it is easy to remember and helps to stand out from the competition, especially if they use other types of font.

Word elements can be:
– existing words in the company name;
- artificial words;
- abbreviations;
- letters;
- numbers.

This logo uses both text and symbols. This look takes advantage of the previous two: the graphic element makes the logo memorable and helps make the company name special and attractive.

Emblem

Logos of this kind enclose the name of the company within a special art form. This is one of the most complex types of logo.

Alphanumeric

A character is used that represents the name of the company using the initials or first letters of the name.

Many companies choose to use this type of logo because their initials illustrate the company name better than the full name (if it's too long or hard to pronounce). These are the logos famous companies like Hewlett-Packard, Chanel and General Electric.

Below are examples of the most popular forms of logo creation, as well as the associations that each form evokes.

The Target logo is a great example of a versatile logo.

How to check the versatility of a logo?

Ask yourself if a logo would be great if it:

Is it printed in one color?
Printed the size of a postage stamp?
Printed like a big one billboard?
Printed in black and white?

If the answer is “yes” to all questions, congratulations! You have created a universal logo!

I like to work from the beginning in black and white to make sure the logo looks good in its own simplest form. Color is very subjective and emotional. This can detract from the overall design.

Patrick Winfield.

Compliance with the field of activity of the company

The logo should correspond to the field of activity of the company.
For example, if you are designing a logo for a children's toy store, it would be wise to use a "fun" font and icons that are associated with toys, children, etc. On the other hand, the logo does not have to literally depict what the company does. For example, the BMW logo is not a car at all, and the Hawaiian Airlines logo is not an airplane.

The question arises - should the logo correspond to the business area? The answer may come from a recent study of one online constructor for creating logos.

The Chinese brand BYD, whose logo looks suspiciously like the logo of the German car giant BMW.

11 questions to ask yourself before creating a logo

This section is the cornerstone in development corporate identity. So take it seriously.

Before you start creating a logo, it is very important to preliminary analysis your business, niche, competitors.

What is it for?

The analysis will help pave the way for successful creation company logo, it is better to understand what are the features of your business, what idea and qualities you want to convey to customers, and what makes you different from competitors. Therefore, we recommend that you answer the 11 questions below:

Analysis of your business

How would you describe your company in 1-2 sentences?
What are the long-term goals of your company?
What keywords can you describe your business?
What is the value of your products and services?
What is your target audience?
What qualities does your logo need to convey to your customers?

It is very important to answer questions 5 and 6. So the more you know about target audience, the easier it will be for you to create a logo they can fall in love with.

Competitor analysis

Who are your main competitors?
Why are they better/worse than you?
How would you like to differ from your competitors?
What logos do you like and why?

Competitor analysis should help you figure out why competitor logos work or don't work and prevent you from creating a similar logo. You want to be original, right?

Analysis of logo application

How and where will the logo be used most of the time?

You need to answer this simple but very important question.

For example, airline logos should look great on the tail of an airplane.

If this is not the case, the company is unlikely to be noticeable against the background of others.

Another example.
A company that does most of its business online.
In this case, the full range of colors can be used for the logo, because digital devices have no problems with color reproduction.

On the other hand, it would be a very poor choice for a company that does business offline and the logo will be used more often in print.

For this reason, you should always carefully consider where and how the logo will be used most of the time so that you don't waste time on ideas that can't be done in practice.

How to choose a font for a logo?

The font is one of the most important elements of a logo. The readability of the logo, its perception, the transfer of the main meaning depend on it.

Before we move on to the basic rules for choosing a font for a logo, let's look at what categories of fonts there are and their psychological perception.

Font categories

1. Serif fonts
2. Sans serif fonts
3. Handwritten
4. Typewritten
5. Decorative

1. Serif fonts have small dashes at the ends of each element of the letter and a transition from a thick line to a thinner one.

4. Typescript fonts imitate text typed on a typewriter.

How to choose a color for a logo?

Color, color and more color! This is the first point of interaction and the most memorable object, says Leslie Harrington, Executive Director by The Color Association.

Understanding how color affects human perception is very important when creating a quality logo, says Martin Christie of Logo Design London.

Color can help you enhance the right feelings and create a strong emotional connection. Use the infographic (large size) to choose the right color for the logo.

How to choose the right logo color?

To answer this question, you need to ask yourself 3 questions:

What color emphasizes the personality of your brand?
What colors characterize your products/services?
What color is your competitor using?

The colors are not tied to any particular industry, but certain colors are better suited to some services/products than others.
You should strive to choose a color that highlights your company's personality. The color should make the right impression on customers who see your logo for the first time.

What to do when you figure out the colors of competitors?

One option is to use the opposite color of the main competitor's logo. This will help you stand out. But it is worth taking into account the colors of your industry so that the opposite color matches the industry. For example, pink for a bank logo or law firm looks awkward and awkward.

Consider the characteristics of color in different cultures. For example, in Western world white is considered the color of purity and peace, and in some Asian countries it is the color of death.

One color or several?

To convey the desired feelings and emotions as much as possible, one color is usually used when creating a logo design. However, there are many successful logos with multiple colors - Google, eBay.

Therefore, you can safely use both one color and several. The main thing is that they match! But, of course, you should not overdo it and use a large number of colors.

— Pamela Wilson.

How to choose multiple colors for a logo?

The easiest way to find the right colors for your logo is to use color schemes.
There are many online services for finding great color schemes. You can find several in this one.

For example, Adobe Kuler or the Russian-language service Colorscheme.

Designers often use the 60-30-10 rule. It consists in the fact that you choose 3 different colors and use them in a ratio of 60%, 30% and 10%. This rule provides an easy way to create a professional color scheme for your brand.

— Jared Christopherson, Yellowhammer

Where can you find logo inspiration?

It is often very difficult to take the first step when we are dealing with something unfamiliar. For example, with the creation of logos. You can spend a day, or even a week, thinking and making logo drawings, which is very exhausting.

Fortunately, there is a good way to get rid of the stupor as soon as possible and make the first step less painful. For example, get inspiration from other logos and designer work.
For this we have selected Top 10 Sites where you can peep ideas for your logo.

Logo Pond

Step 1. Create some drafts

At an early stage of creating a logo, you may have several ideas that you want to express in the logo. Do not neglect them, it is better to write them down, perhaps some of them will be useful to you when creating the final version of the logo.

Step 2. Sketch the Logo Design

Sketching is a quick and easy way to put ideas on paper where you can evaluate them more easily.
Do not erase or discard sketches. Design is not a linear process. All ideas can be valuable, even if you don't think so right away.

If you can't draw, don't worry. You can try sketching the logo using screenshots. Go to several online generator sites, icon galleries, etc. Try to find the desired images that you like and save them. You can then use them to create your unique logo.

Step 3: Choose Your Logo Creation Tools

You can create a logo with:

– graphic programs – Adobe Illustrator, Inkscape, Photoshop;
– platforms for ordering logos – 99Designs:
- online services and designers -, Turbologo . Very helpful service, highly recommended!

If you are confident with graphics programs, use them to create a logo without a doubt.
But one should not neglect online services. They can be used to find inspiration or test ideas.

Step 4. Create a logo

Step 5. Test the logo

Have you created a logo and decided that it is perfect? Perhaps it is not. It will be more effective to show the logo to colleagues, friends, some clients and get feedback. Ask them a few questions: what do they think of the logo, do they like it? If you are satisfied with the answers, then you did everything right.
However, be careful with the reviews of friends and relatives. If they are not professional designers, their advice may not be entirely useful to you or even false.

Step 6: Check logo scalability

Check the image of the logo in various versions - in newspaper ads, on a business card, on your website. The logo should look good, whether reproduced in large or small format.

A few tips:
– If the logo has a lot of detail or lines that are thin, then the logo may look too fussy at small sizes.
– If the logo is created for a business card or website, then it will usually look awkward when large sizes.
– Use graphics programs such as Adobe Illustrator or Inkscape, they allow you to test the scalability of your logo.

Step 7: Create Multiple Logo Formats

You may have designed your logo in a graphics program such as Adobe Illustrator from the very beginning. If this is not the case, you need to transfer the logo sketch from paper to electronic form.

A few tips:
– Save the logo not only in .
The latter will allow you to easily scale your logo without losing quality. If you already have a bitmap logo, you can convert it to vector using vectormagic.com.
– Use the logo in PNG, JPEG for web and PDF, EPS, SVG for print.
– Save the black and white version of the logo for printing the logo on e.g. bags, pens, stationery.

Step 8: Keep Getting Feedback

Even after you have created a logo, you still need to remain open to feedback. Use different tools like social media, customer comments, expert opinions to make sure your logo looks perfect.

Is your logo really great? [Check list]

And so, probably, you have already created a logo. Congratulations!

But is he really good? Will it look great in different sizes? Well, let's test the effectiveness of your logo with our checklist.
Go through each question and answer yes or no.

1. The logo looks attractive to at least three people
2. The logo looks good in black and white
3. The logo is recognizable in an inverted position (form)
4. The logo is recognizable if its size is changed
5. No intricate details
6. The logo is visually balanced - the icon, font, color look harmoniously together
7. Not using too many fonts, colors, effects
8. The logo stands out from other logos

As we already wrote, it is very important to stand out from other companies, especially competitors.
Collect your competitors' logos and place yours somewhere in between.
Is he noticeable? Noticeable from others? If yes, that's great!

9. Responsive logo

Adaptability means that the logo will look great on any object or surface - t-shirt, website, road sign, etc.

10. Logo memorable

Show your logo to friends or anyone and ask them to draw an image of it in a few hours or days. If he can sketch your logo approximately exactly, then everything is fine and your logo will be memorable.

11. Logo universal

The versatility of a logo means that it is perceived in the same way by a wide range of people. All people are different and the main thing is that the logo retains a single meaning for all its viewers.

12. Logo is easy to read

Imagine that your logo is placed on a banner, and you are driving a car at a speed of 70-80 km per hour. Could you read the text of your logo? If yes, all right. If not, it might be worth working on the fonts.

13. Do you have vector logo formats

It is very important to have vector logo files (AI, EPS, SVG, PDF). This will allow you to print the logo at any scale without losing quality, as well as edit it. For example, make a logo in a different color.

We hope our tips will be useful to you and you will be able to create a great logo!

Interested in logo design and want to learn more about the specifics of logo design? If so, we hope this post will help you. To begin with, it is worth finding out what a logo is and what it represents. A logo is not only a mark on a website page, but primarily a commercial brand, where the shape, font, color, and picture have their own exclusive meaning and convey certain information to the consumer. The logo is of great importance for the implementation on the market of goods and services, predetermines the success of the business. The logo attracts attention, allows you to recognize the product of one or another company among thousands, serves as a kind of credit of trust for users.

What is a logo?

What is a logo and what are its features? A logo is a graphic design or emblem to represent an organization or product. The first logo appeared at the end of the 19th century, but the era of logo design began in the 1950s. Today the logo is business card not only for products, but for each site.

Don't forget the five principles of a successful logo

The logo should be simple. You don't have to be fancy. A simple logo allows users to quickly recognize the site. The logo must be memorable. Users who view several dozen pages a day will remember only the simplest (but meanwhile, unusual) logo. This is possible when creating a logo that will be directly associated with the theme of the site. The logo must be permanent. This means that the logo should present the site and attract attention not only over the next year, but also remain just as effective in 10, 30, 50 years. Every month, some novelties and new technologies appear, priorities are gradually changing in society, and people of different generations perceive the same information in different ways. The task of a good designer is to create a logo that is understandable and perceived by different age audiences equally well today, tomorrow, and 20 years from now. In addition, the logo must match the site. For example, if you are designing a logo for a children's toy store, then it is wise to use childish fonts and bright colors. And for the logo law firm funny fonts and bright colors are out of place.

Learn from other people's successful and unsuccessful logos

Lucky logos

Now, knowing the basic principles of building logos, you can independently determine where is a good and where is not a very successful logo. By knowing which logos have become successful and what makes them successful, you can figure out how good logos are created. For example, the famous Nike Swoosh logo was designed by design student Carolyn Davidson from the University of Portland back in 1971. For this emblem, the creator received only $ 35 in royalties, but one can only guess how much profit the Nike Swoosh brought to the company. The Nike Swoosh is an impeccably simple, catchy, effective, timeless and recognizable logo. The Nike logo is fully consistent with the style of the company, its products are comfortable, convenient, functional and stylish things. This logo is unobtrusive and clear. In addition, the Nike Swoosh logo is built on the association with the ancient Greek goddess Nike (Nike) and imitates the shape of the wings of the goddess of victory. Thus, an associative chain is formed in the user's mind: Nike, the goddess of victory, is Nike's product. Potential buyer understands that he will ultimately win (quality, style, price) if he purchases Nike products.

The Nike Swoosh is just one of many examples of effective logos. Apple chose the "apple" logo for itself. This is very symbolic, since it is directly related to the name of the company (“apple” in the translation “apple”. In addition, it is worth clarifying that the company logo - “bitten apple” is immediately associated with temptation (Eve and Adam bit an apple in the Garden of Eden ).This logo is quite simple, transparent in its meaning, memorable and understandable for all generations.Apple produces all the newest and most unusual, which, of course, tempts (thus, the symbolism of the logo is once again justified).

Loser logos

Unsuccessful logos are those that are poorly perceived by the consumer audience, are difficult to associate directly with the site, are unaesthetic or simply ugly. Also, bad logos include those that have some kind of ambiguity (reminiscent of existing logos) or that are difficult to read (due to fonts). Often, in such unsuccessful logos, several letters in the name are replaced at once with drawings that remotely resemble letters in shape. Often such logos are difficult to perceive and “read”. Thus, the user does not immediately guess the content of the logo, will not immediately be able to read what is written correctly, and, therefore, most likely will not remember.

Your work algorithm

There is one more rule of successful logo design - work out your algorithm for working on logo design. Logo design is an almost intimate affair. Each designer has their own way of approaching this process, relying primarily on their own experience. However, every logo design process has mandatory components. So, the first thing you need to do is write a kind of letter, which will collect all the information from the customer with all the wishes. Designer John Homes once said: “You really need to understand what the client expects before you get to work. Logo design is not about finding a dark cat in a dark room, but rather the opposite.” The logo should be a well-aimed shot and be sure to hit the target.

Study and search

Another rule is to study in more detail the business of your customers (about products and production in general, about the history of goods / services, about the history of the creation and operation of the company on the market, about its successes and its main competitors). visual searches. This is no longer the study of information about the company, its products, but direct integration into logo design. At this stage, you should delve into the study of new trends, innovations in styles, find out which are the most popular and successful on this moment logos that the consumer audience is waiting for. In addition, your new logo should not resemble existing ones. Sometimes it helps to study the logos of competitors. A designer can analyze competitor logos and, based on the criticism of competitor logos, find a good clue for a new logo. The next stage is sketches and conceptualization. The logo should become perfection in the eyes of the designer and, of course, please the customers. Follow carefully the reaction of customers to the logo, note their comments. An important place is occupied by the presentation of the logo, which is also worth working hard on.

Well, good luck with your logo! And for successful work should be inspired. Here is a whole list of logo galleries where you can get interesting ideas.

Comments

Konstantin
August 17, 2011 at 10:31 am
The Nike Swoosh logo is inspired by the ancient Greek goddess Nike and mimics the shape of the goddess of victory's wings
It reminds me of a wave and is in no way associated with Nika. Nonsense (I'm talking about nike).
Ekwo Answer:
August 18, 2011 at 1:14 pm

brendyatina.rpod.ru/153484.html Here, listen to how the Nike brand was created, about the logo, naming.
August 17, 2011 at 11:54 am
I ask all claims to Nike)) in any case, the company was hardly named after the wave;)
Zoryanka
January 3, 2012 at 2:21 am
Personally, it reminds me of a golochka - well, like a test, or something :)
Kirill
January 14, 2012 at 8:58 am
very cool pick, thanks
By the way, I'm inspired by this page

every day new designer and his logos. very informative
vkontakte.ru/three_one
advertising
October 17, 2012 at 8:38 am
www.advertisio.ru - the best logos from all over the world. If you need to design a logo, write - [email protected]
Basil
May 16, 2013 at 10:59 am

The logo is part of our daily life. They represent a brand and influence our purchasing decisions, whether we realize it or not.

One has only to look around and you can notice a lot of logos around you. They are everywhere!

But what exactly is the purpose of the logo? What is their history? What is included in their development and the correct logo?

What is the purpose of the logo?

The first and most important role a logo plays in the life of your company is identification. They help the consumer recognize, identify and choose your business before any other. In the end, all other logo requirements are just talking about nothing compared to this role.

A bit of history

A logo is an emblem or symbol. It is a visual entity denoting or individual person used for identification and recognition in society.

The logo is an emblem in the form of stylized letters and / or images that contain a certain idea.

The logo is the most important element of the company's image. From the point of view of an ordinary consumer, the presence of a logo or trademark of a company with an established status is a guarantee of the good quality of a product or service. Products that do not have a well-known logo are called noname.

Your logo is an extension of your brand and your brand is your story.

The word logo itself comes from two ancient Greek words λόγος - the word + τύπος - imprint, and the term "logotype" appeared at the beginning of the 19th century and meant the combination of two or three characters of a typographic font.

The first officially registered logo was the emblem of Bass beer, once the best-selling beer in the UK. The logo was registered by the owner of Bass & Co, William Bass, on January 1, 1876, with the British Patent Office. Interestingly, the trademark, logo, as well as the beer itself, still exist.

The first logos include one of the world's most recognizable Coca-Cola emblems, which was conceived by pharmacist John Stith Pemberton and marketed as medicine from nervous disorders in 1886. But the name of the new product and the first Coca-Cola logo were invented by Frank Robinson, who worked as an accountant for Pemberton.

Logo development process

A good logo is the cornerstone of your brand. It helps customers understand who you are and what you do.

A logo is a big responsibility on a tiny image!

Designing a good logo often requires the participation of an entire team. Before a logo is designed, there must be a clear definition of the brand's vision and values, as well as an understanding of the consumer or target group.

Although it is worth noting that many of the world famous logos today were invented by the owners of the companies themselves, their assistants, accountants and other people who have absolutely nothing to do with design or art.

Types of logos

Font style
Graphic style
Combination of graphics and font style

Not a single business has become successful thanks to its logo. The purpose of the logo is to increase the recognition of the company. The quality of services and goods is done by you

First of all, the logo should be easy to remember and recognizable.
A good logo should evoke a certain association in the consumer with the goods you produce or the services you provide. In other words, a good logo should have a clear meaning lying on the surface.
Bad logo design can seriously damage the first impression of your business. Don't skimp on good designers. After all, nothing is more expensive than a cheap design.
The logo should look good on large posters and small business cards. It should be simple. If you make your logo too complex, you will lose a lot of detail when you make it smaller.
Originality also plays important role. This will help you stand out from the crowd of competitors.
And of course your logo must be unique.

Logo components

Most, if not all, logos consist of a combination of the following elements:

Color

Colors are the main communicators of your Logo. They tell your audience about the mindset of your company. The color palette can consist of one or more colors (although we recommend sticking to a two- or three-color combination).

The colors for the logo will later be used in the corporate style.

Typography

The main thing in the logo is simplicity and ease of remembering. Very often, a regular font is taken, slightly changed, and voila, the company has a good, universal logo and high recognition.

Here are some examples of successful text logos: IBM, CNN, Yandex, Google, Facebook, Coca-Cola, Amazon, etc.

The image can vary from a simple arrow to a detailed image of some object.

If you decide to use an image, remember that when you reduce the size of the logo, some details may be lost; try to use something that looks understandable and scalable.

Combined logos are perhaps the most common type. Such logos contain both typography and an image.

This type of logo gives more room for creativity.

Subtitle

Located below the logo, the slogan typically includes a slogan designed to hook your audience or clarify what your company does.

Logos don't have to be accompanied by a slogan, but this is something to consider if, say, your logo image is itself an abstract interpretation of the concept of harmony - while it may convey your values, it doesn't really tell your customers anything about your business.

How to protect the logo

Logos and their designs may be copyrighted through various organizations intellectual property around the world that make design registration application procedures available.

® - the mark of a registered trademark, is a confirmation that this trademark is officially registered as belonging exclusively to this company, and is legally protected by permanent protection for a certain period.

The strongest protection of the logo is provided in the case of its official registration as a trademark, which protects the company from unfair competition and allows you to defend your rights in court.

A trademark may not be used by others without the consent of the owner.

Many people confuse the logo with various signs by which a company or its products can be identified. What it is and why a logo is needed is an important issue that is decided when a company creates its own style and defines its mission.

The logo symbolically or allegorically expresses the essence of the company. This can be done using graphic as well as verbal techniques.

In a few letters (not to be confused with an abbreviation!) The meaning of the name of any organization is encrypted. A drawing or ideogram may also be used. To understand the basis of creating a logo, it is best to refer to examples.

Classification

There are 3 main species that are ubiquitous. All the variety of logos can be classified by image. Each belongs to one of the following sections:

picture
text
picture + text

Organizations, especially trading ones, most often use the latter type. It is the most convenient, because it can combine the emblem and the short name of the company.

Meaning of logos

Having understood what a logo is, it is easier to understand its meaning. It mainly depends on the mission of the company. Trade groups use it as a trademark that is involved in the promotion of goods. Other enterprises and organizations make a logo that matches the style, tasks, purpose. Most often, a small emblem reflects activities or products.

Why do you need a logo

There are several functions that the logo performs (Table 1).

Video about creating logos:

Helps you stand out

Like a person, at first any organization is “greeted by clothes”. That is, pay attention to appearance. Memorable logos help you find familiar companies among hundreds of others. A clearly articulated idea of the company, enclosed in a logo, helps to focus attention on it.

Legal guarantee of property

The logo cannot be repeated by two companies that, for example, produce the same product. This is the property of the company, which is protected by law.

If it is used as a trademark, then no one has the right to make the same. Otherwise, a company that violates the rules will be subject to administrative or criminal liability.

Customer confidence

Almost every manufacturer has its own logo. If a company monitors the quality of a product or service, it will acquire regular customer. People often distinguish products only by company logos.

unusual

Each company has its own characteristics that it is desirable to transfer into a graphic or verbal form when creating a logo. Any unusual idea contained in the logo allows you to attract customers and make them stop at this particular product.

Help in promotion

Only a logo that is endowed with the following qualities can help in the promotion of a product or service: originality and literacy in execution. In this case, the buyer will remember the product by the logo.

The most famous logos

One of the most famous logos Apple. Everyone knows the famous apple, but it did not appear immediately. First there was an engraving with Newton under an apple tree. After a while, one bitten fruit remained.

At Samsung, the logo is an ellipse, against which the name is written. Simple but memorable. The same can be said about Pepsi Cola. His blue-red-white logo is known all over the world.

Own logo

But not only global manufacturers need their own logo, but also small companies. After all, in fact, their tasks do not differ: to become famous among consumers and to become memorable.

Creation errors

The main mistake when creating a company logo: piling up a large number details.

The client appreciates the simplicity of presentation, so you need to give up excessive pretentiousness. The eye should calmly perceive what is encoded in the logo. Nothing should annoy: neither the combination of colors, nor the amount of information.

Stages of creation

The logo itself can be very simple, but it takes a lot of time to design and create it. The creative process can be divided into several stages:

Each of these steps is important in its own way. Without preliminary - the creation of the logo will be superficial. The second step is to keep the emblem simple and stylish. The final stage is needed in order to check the effect of the created logo and, in which case, correct it.

After completing the second stage, you need to check the logo for compliance with several categories. If it has the following properties, then the main work is completed:

In order for the work to be done qualitatively, it is necessary to entrust its implementation to trusted companies with a good reputation and guarantees.

To get a high-quality logo, it must meet all the requirements listed above. Therefore, its creation is considered not only creative process. Ultimately, such a sign should both decorate and maintain the prestige of the company.

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