WHAT ARE LOGOS FOR AND WHY ARE THEY IMPORTANT?
Logos are everywhere.
Looking around now, we can easily count at least 10 different logos without much effort …
They are scattered around us wherever we go, embedded in our culture and our way of life.
They influence our decisions, communicate and represent the values of a company, and are often loaded with meaning …
WHAT IS THE PURPOSE OF A LOGO AND WHY ARE THEY IMPORTANT?
This is something graphic designers and business owners really need to understand before working on a brand identity.
WHAT IS A LOGO FOR?
The main role of a logo is to identify …
Remember this, because it trumps any other advice you hear. Identification is the main reason for a logo.
Trends come and go, design tools and techniques will evolve, what we perceive as a logo may even change drastically over time, but for all eternity the most important purpose of a logo will always be this. : identify the person, product, company or service for which you are designing it.
This means, as a designer (or business owner), before you work out any ideas you need to fully understand the environment in which the logo will be seen. Who are the competing brands and what do they look like? What colors and symbols already belong to established competitors? How do you differentiate the logo so that the company stands out from the crowd?
LOGO DESIGN IS A STRATEGIC TOOL – IT’S NOT ART.
Logo design is not art – too many people confuse it with art because logos are a visual object.
Our role as designers is not to design something beautiful … and not to design something that we or the client personally like the appearance of, but rather logo design should be treated as a strategic business tool that will allow to identify a business in the vast world in which we live.
Of course, a logo can always look good, be beautiful, but that should be a “secondary” factor when designing a logo. Identification comes first.
A LOGO DOESN’T NEED HIDDEN MEANINGS
Designers often aim to fill a logo with meaning from the start, but this is not necessary, the emphasis should be on identification.
Any meaning or association will come over time through interaction with the logo.
A new logo is an empty vase, and from day one it makes no sense to viewers, even if it was added intentionally. Over time, meaning will be added through the ongoing marketing and interactions that customers have with the corporate brand.
To really understand what is being said here, take a look at the tick and apple illustrations below, and try not to imagine more than simple, well-designed icons … you can’t.
Ok, so now you get that, let’s take a look at why logos are important …
WHY ARE LOGOS IMPORTANT TO THE WORLD?
THEY ARE THE FACE OF A BUSINESS, A PRODUCT OR A SERVICE
When you imagine a business in your mind, you often immediately imagine the logo, whether it’s the golden arches of a famous fast food company, or the apple with the bite that represents a huge tech brand.
Likewise, when you see a logo that you know, as you did with the Nike and Apple logos above, you immediately associate it with your memories, experiences and interactions with the brand.
ESTABLISH INSTANT BRAND RECOGNITION
A well-designed logo will be memorable, helping customers remember the brand.
Shapes and colors are easier for the human brain to process and remember than words.
This means that if the identity is unique in the market, it is easy to find and re-identify the company to purchase its services and recommend to friends.
THE DESIGN OF THE LOGO INFLUENCES OUR DECISIONS
From our first day, we build a visual library in our mind and begin to associate fonts, shapes and colors with specific emotions and objects.
By simply looking at a logo, like it or not, we will immediately pass judgment and perceive a business, product or service in a certain way.
If we think a business looks too expensive, too corporate, too fun, or too radical, we will avoid it. Likewise, if the logo (and associated brand identity) resembles the type of business, products or services that we are looking for and wish to associate with, we will actively engage with the business and purchase its products and services. .
This is why it is essential that the logo represents the company correctly if you want to attract the right audience.
The logo shapes the expectations of the company, and if it does not meet those expectations, or if the company attracts the wrong people, things will start to deteriorate. Time and money will be wasted serving people who won’t become customers, and potentially even bad reviews… Getting the right logo is very important.
CREATE A GOOD FIRST IMPRESSION
With so many businesses in the world, a business has a chance to impress and attract.
If the logo fails to impress viewers in today’s world, it is very easy to go elsewhere
Some business owners go DIY or use low-cost hobbyist designers, failing to understand how damaging poor design can be for them when first impressions are so important.
I love the saying “there is nothing more expensive than a cheap design” – it sums up the losses the business causes by going for the cheapest and fastest.
COMMUNICATE BRAND VALUES AND ADDITIONAL SENSE
While the primary purpose of a logo is identity, it can also be used to communicate important brand messages and values. Make sure to keep it simple … ideally, stick to just the key idea.
For example, the Amazon logo design (pictured below) has a smile beneath its name, communicating the happiness of receiving something you really wanted. This positivity is enhanced by the bright orange color, a color associated with warmth, fun and sun. Beyond the obvious, the smile is also an arrow, connecting A to Z, showing that they offer a wide range of products.
Amazon Logo – Sell All AZ
Another example is the FedEx delivery company logo, while being immediately professional, it features an arrow cleverly hidden in the white space of the E’s and X’s to symbolize speed and precision.
FedEx logo
By truly understanding the role of a logo design, you’ll be able to create stronger brand identities that will work for your business, rather than just creating a pretty image.
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