Everywhere you turn you are most likely going to see a brand’s logo. Whether you are at work, out and about in town, or even at home - logos surround you in your day-to-day routine. Take a second and look around you. It’s almost as if you can’t get away from them no matter how hard you try. Why are these pictures and words on products so important? Could you even imagine what your favorite product would be without that packaging design? As a business owner or a designer, it is very important to know what the purpose of a logo is and why it matters so much in making your business successful.

 

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The primary purpose of a logo is brand recognition.

You want to give people a visual representation of your brand. If it is compelling enough, it is something that will become ingrained in the minds of society and build success on the familiarity that people have with it. This one very special component of your company should be representative of your brand as a whole. Take the Nike Swoosh for example - when you see it, it is nearly impossible to NOT to think of their brand.

Logos should be looked at as a strategic business tool. As much as the designers of the world want to run wild and create the best piece of art for a business to use as their symbolic brand representation, it should have a strong strategic foundation to stand on. As you go into brand development and design mode, you might ask yourself, “How can this symbol stand out amongst the rest and does it have the potential to “play with the big dogs” like Nike and Apple?” The key here is not to overthink it. When developing the logo design, simplicity is often key. The nicest thing about having some type of non-typographic symbol as your logo is the universality it has. Not only can it develop brand recognition in its native place of creation, but it can become recognized in places and cultures world-wide.

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You want to design something easily identifiable to the consumers' eye.

Think of yourself walking down the busiest street in San Francisco, Healdsburg, Sonoma County, or any city big or small  - what brands catch your eye? Maybe the ones you are most familiar with, or the ones with the brightest colors and intriguing pictures… Whatever it is, these are all factors that should go into your design process. As David Airey says in his book Logo Design Love, “A logoless company is a faceless man.” This means so much in your business’ creative brand development and something that should not be overlooked or come as an afterthought. 

 

Brand logos often influence buyer decisions. When thinking of your logo as a business tool, communicating the brand’s values and any additional meaning may effectively elevate efforts on sales, digital marketing and design. Let’s pretend for a moment that you are at the grocery store shopping for coffee. Now, you might have your go-to, and if you don’t you might pick one that you are familiar with (even if it’s just the name brand). But, what if you wanted to try something new? The options are endless and how do you choose one? More often than not, consumers are influenced by brand packaging and design when in the decision making process. They are left (almost) clueless if unfamiliar with the brand and may only shop by logo design or packaging. The common question people ask themselves is, “What looks good?” It is crucial for business owners and the creative team to keep this in mind when working with the logo.

By understanding the role of a logo design in your brands' development, you will be able to create strong brand identities that will perform for the business, rather than just creating a pretty picture. The logo that you create will be seen on almost all print and digital tools used for your business, including business cards, Sales POS, newsletters, signage and more!

Are you looking for someone to help you strengthen your web presence with design and digital marketing? Take your business to new heights - let’s discuss working together!


Sources: Logo Design Love by David Airey, Canva, Fast Co. Design, Logoworks, Think Marketing Magazine, Left Coast Marketing & Design, Nike, McDonald's, Amazon, FedEx, Star Wars, Apple

By: Tara Valle

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