A company’s logo is the most foundational aspect of their brand identity. It’s not the only part, but it is the most foundational.
Why is this?
More...
A logo sets the tone for the rest of a company’s branding and marketing. It encompasses a company’s purpose, its audience, a company’s ethos, and its personality. The role of a vitally logo is important.
When we consider this, we realize that a logo encompasses who a company is at its core. If you had to choose one symbol to represent you as a person, you would put some thought into it. Wouldn’t you?
This is why a correct understanding of the company and company research is so important.
Purpose of a Logo
Designing a memorable logo first involves knowing the general purpose of a logo. It also involves knowing the specific purpose of your company. The reason why this is so important is because a logo expresses the essence of a company. After all, at the most basic level, a logo is “the visual representation of a company or organization.”1
This is why it’s so important to understand the three main functions of a logo. As stated by Lynda, they are identification, distinction, and communication.
Identification
Circling back to what we talked about first, a logo is the most foundational aspect of a brand identity. In an ocean of companies, your logo is uniquely yours. It distinguishes your company and what you do — not someone else. It is a visually symbolic way to represent your company to the rest of the world. Because it is often the first thing a potential customer sees, it is critical to make a good first impression.
Distinction
The second purpose of a logo is distinction. An effective logo is unique and sets a company apart from the competition. A logo represents why customers choose your company over the competition.
Communication
A logo communicates something about a company. This may be overt or it may be covert, but every logo communicates a message.
If you hire a graphic designer to create your logo, they often ask clients to fill out a logo design questionnaire. This questionnaire asks many questions about a company. The questions include this aspect of company messaging.
Designers often wants to know adjectives that describe your company. They want your logo to express what your company is all about. Is your company sophisticated, informal, solid, or reliable? Is it caring, professional, or creative?
Before designing your own logo or asking someone else to do it, make sure you are clear on what your company wants its customers to know.
If you sell luxury automobiles, you do not what your logo to look childish and juvenile. When you finally have a logo, get several opinions or first impressions on it before it goes public. This saves a lot of headache.
Before designing a logo or asking someone else to do it, make sure you understand what company wants its customers to know
Inkbot Design sums it up well. They say “the formation of your small business’s logo will depend on factors such as your business name, what goods or services you sell/offer, the characteristics of your brand personality you have designated, and whom you are trying to reach.”
No matter what the purpose of your specific logo is, each logo fulfills these unique roles. All of these roles, however, can be summarized into one goal: memorability. And this is why it's so important to have a professional logo.
Making a logo memorable involves including some basic qualities it needs for success in an accurate, positive projection of a brand. And that is what the next four posts are about.
If you would like help creating a unique logo and establishing a brand identity, work with me. I make sure your logo is unique and distinguishes you from your competition.
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