This final paper deals with the creation of a logo in a functional and aesthetic terms. With a brief sketch of the history and development of the logo, it theorizes about logotype in terms of semiotics and visual semiotics, referring to the scientific foundations that must be taken into consideration in the creation of high-quality, readable logo as a sign that, to be successful and readable must realize its value on several levels (aesthetic, functional, conative, emotional... function of the sign). From the aspect of aesthetic value, the work provides a theoretical guidance in understanding the forms and shapes (spacial perception, simplicity of form ...), and their application to final solutions. Also, it will be offered a number of successful and some less successful solutions with a brief elaboration. In its second part, the paper analyzes real logos from similar industries, their similarity in shape and form, and the reasons for these similarities. It also analyzes a solution of two different forms (iconic and typographic logo), and with well-argued thesis attempts to value the performance of solutions. In the third part it presents the practical application of a logotype through a book of visual identity standards which is being processed through a vector computer program for the purpose of its application possibilities in different media.