A logo’s primary function is to identify. Trends come and go, design skills and methods evolve, and our expectations of what a logo is may change dramatically over time, but the single most important purpose of a logo will always be to identify the person, product, company, or service for which it was created.
This means that, as a designer (or a business owner), you must first consider the world in which the logo would be used before working on any ideas. Who are the brand’s rivals and how do they appear? What colors and symbols do existing rivals already own? How can we make the logo unique so that the company stands out from the crowd?
Logo design is a strategic tool, not an artistic endeavor.
Logo design is not art; but, since logos are visual objects, many people confuse them for art.
Our job as designers isn’t to create something beautiful… or something that we or the client likes the look of, but rather to treat logo design as a strategic business tool that allows a company to be recognized in the vast world we live in. Of course, a logo may still be attractive, but it should be a secondary consideration when creating one. The first step is to define yourself.
Hidden meanings aren’t needed in logo design.
Designers sometimes try to pack as much sense as possible into a logo from the start, but this isn’t important – the emphasis should be on recognition. Via contact with the emblem, any sense of connection can emerge over time.
A new logo is an empty vessel that has little significance to onlookers from the outset, even though it was added on purpose. Via ongoing marketing and consumer experiences with the company’s brand, significance can be incorporated over time.
Why do logos matter to the world?
They are the external face of a company, a product, or a service.
When you think of a brand, you probably think of its logo, whether it’s the golden arches of a well-known fast-food chain or an apple with a bite out of it representing one of my favorite technology firms.
Similarly, when you see a logo you recognize, such as the Nike and Apple logos above, you automatically associate it with your memories, experiences, and interactions with the company.
Makes your brand immediately recognizable
A well-designed logo can remain in the minds of consumers, enabling them to identify the brand. Words are more difficult for the human brain to process and remember than shapes and colors. This ensures that if the company’s name is distinct in the marketplace, it would be simple to locate and recognize the company again to buy its services and recommend it to friends.
Our decisions are influenced by logo design.
We develop a visual library in our minds from the moment we are born, associating fonts, shapes, and colors with specific emotions and objects.
We will automatically make judgments and view a company, product, or service in a certain way just by looking at a logo, whether we like it or not.
We would avoid a business that appears to be too costly, too corporate, too fun, or too radical. Similarly, if the logo (and related brand identity) looks like the type of business, goods, or service we want to be associated with, we will actively connect with the company and purchase its products and services.
Also Read: Future Trends of Automotive Design
Makes a positive first impression
With so many companies around the world, a company only has one opportunity to impress and draw customers. It’s quite quick to go elsewhere if the logo concept fails to attract onlookers in today’s internet-driven world.
Some business owners do it themselves or hire low-cost amateur designers, not realizing how damaging bad design can be, particularly when first impressions are so critical.
Although the primary function of a logo is to identify a business, it can also be used to convey essential brand messages and values. Ideally, limit yourself to only one main concept.
For example, the Amazon logo (shown below) features a smile underneath its name, implying the joy of getting something you wanted. The vibrant orange color, which is associated with warmth, fun, and sunshine, adds to this positivity. Aside from the obvious, the smile is also an arrow, connecting the A to Z, suggesting that they have a varied product line – quite clever!