The primary
role of a logo is to identify… Remember this, as it trumps all other advice
you’ll ever hear. Identification is what really matters. That’s it.
Trends come
and go, design tools and techniques will evolve, what we perceive a logo to be
may even drastically change with time, but for all eternity the single most
important goal of a logo will always remain this – to identify the person,
product, business or service you’re designing it for.
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.
Our role as
designers is not to design a thing of beauty… and not to design something we or
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.
Why do logos matter to the world?
They are the
face of a business, product or service
When you
picture a 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 service 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 (and the associated brand identity) looks like
the type of company, products or service we’re looking for, and wish to be
associated with, we will actively engage with the company and buy its products
and services.
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 down hill – wasted
time and money serving people that won’t become customers, and potentially even
bad reviews from disappointed customers… getting the logo right matters.
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 service 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 (and the associated brand identity) looks like
the type of company, products or service we’re looking for, and wish to be
associated with, we will actively engage with the company and buy its products
and services.
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 down hill – wasted
time and money serving people that won’t become customers, and potentially even
bad reviews from disappointed customers… getting the logo right matters.
Communicate brand values &
additional meaning
Although a
logos primary purpose is to identity, 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 key idea.
As an
example, the logo design for Amazon (shown below), 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 I
personally associate with warmth, fun and the sunshine. Beyond the obvious, the
smile is also an arrow, connecting the A to Z, showing that they offer a wide
range of products – very clever!
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