Logo Design: What’s it’s objective?

Logo designs are all over the place.

I notice around me, and I can very easily count up at least 10 distinctive company logos without much hassle. These are dispersed all-around us everywhere you go, they’re included in our society and way of life. These affect our choices, interact and express a brand’s value, and become frequently packed of meaning.

Image 1 – New York at Night

However, just what is actually the purpose of a logo, and exactly why do they matter so much?

This is one thing graphic designers and companies completely must comprehend prior to working upon their brand identity.

What’s the aim of a logo?

The biggest duty of a logo design is to be recognizable. Keep this in mind, because it trumps all any other advice you have previously heard.

Recognition is what truly matters. That’s it.

Tendencies are always changing, design tools and strategies might change, what we comprehend as a logo to be might still significantly transform as time passes, nevertheless for all eternity the single most important objective of a logo will constantly stay this – to identify the people, service or company you are creating it to reach.

This suggests, as a business owner, before working on any ideas you will require to totally comprehend the environment in what the logo will likely be viewed. Who are their companies competitors and how do they look? What colours and icons are already owned by well-known competitors? Exactly how can people distinguish the logo so their company stands out from the mass?

Logo design is a strategic tool – it’s not art

Logo design is not art; too many people mistake them for art since logos are a visual object.

The role of designers is not to design a thing of beauty… and not to design something the client personally likes the look of, but instead logo design needs to be treated as a strategic business tool that will allow a company to be identified in the vast world we live in. Of course, a logo can still look good, but that should be a secondary factor when designing a logo. Identification comes first.

Logo design doesn’t need hidden meanings

Designers often aim to fill a logo full of meaning from the outset, however, this isn’t needed. The focus should be on identification. Any meaning or association will come with time through interaction with the logo.

A new logo is an empty vessel, and from day one it has no meaning, even if it was added intentionally. With time meaning will be added through ongoing marketing, and the interactions customers have with the company’s brand. To really understand what I mean by this, take a look at the image above and imagine the M in McDonald’s logo and the tick in Nike’s logo and try not to imagine more than just well-designed icons… it’s impossible.

Why do logos matter to the world?

They are the face of a business, product or service.

When you picture business in your mind, you often immediately picture the logo, be it the golden arches of a famous fast food company, or the apple with the bite out of it representing one of my favourite technology brands.

Likewise, when you see a logo you’re familiar with, as you did with the Nike and Apple logos above, you’ll 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 to remember the brand.

Shapes and colours are easier for the human brain to process and memorise than words are.
This means that if the identity is unique in the marketplace it’s easy to find and identify the company once again to purchase its services, and to recommend to friends.

Logo design influences our decisions

From our very first day, we build up a visual library in our mind and begin to associate fonts, shapes and colours with specific emotions and objects.

By simply looking at a logo, like it or not we will immediately make judgements, and perceive a business, product or brand in a certain way.

If we think a company looks too expensive, too corporate, too fun, or too radical we will avoid it. Likewise, if the logo looks like the type of company, products or service we’re looking for, we will actively engage with the company and buy its products.

This is why it’s essential the logo correctly represents the business, as you want to attract the right audience.

The logo forms expectations of the company, and if it fails to meet those, or if the business attracts the wrong people things will start to go downhill – wasted time and money serving people that won’t become customers, and potentially even bad reviews from disappointed customers… getting the logo right matters.

Create a Good first impression

With so many businesses in the world, a company has one chance to impress and attract. If the logo design fails to impress in today’s internet driven world it’s very easy to go elsewhere.

Communicate brand values & additional meaning

Although a logos primary purpose is to identify, they can also be leveraged to communicate important brand messages and values. Just make sure to keep it simple… ideally, stick to just the one idea.

As an example, the logo design for Amazon (Image 3), has a smile beneath its name communicating the happiness of receiving something you’ve really wanted. This positivity is enhanced by the vibrant orange colour, a colour which we associate with warmth, fun and the sunshine. Beyond the obvious fact, the smile is also an arrow, connecting the A to Z, showing that they offer a wide range of products.
How clever!

Image 2 – Amazon’s Logo

Another great example, the logo of the shipping company FedEx, while looking right away executive and specialized, includes an arrow sensibly concealed inside of the white area of the E and X to express speed as well as accuracy.

By truly comprehending the role of a logo design, you will be able to create stronger brand identities that will perform for the business, rather than just create a pretty picture.


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