Why do logos matter to the world? They are the face of a business, product or service Ok, so now we got that out the way, let’s look at why logos matter… To really understand what I mean by this, take a look at the tick and apple illustrations below, and try not to imagine more than just well-designed icons… it’s impossible. With time meaning will be added through ongoing marketing, and the interactions customers have with the company’s brand. Any meaning or association will come with time through interaction with the logo.Ī new logo is an empty vessel ( wisdom gained from designer Michael-Bierut), and from day one it has no meaning to onlookers, even if it was added intentionally. Identification comes first.Ī logo design doesn’t need hidden meaningsĭesigners (including myself) often aim to fill a logo full of meaning from the outset, however, this isn’t needed – the focus should be on identification. Of course, a logo can still look good, but that should be a secondary factor when designing a logo. 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. Logo design is not art – too many people mistake them for art since logos are a visual object. Logo design is a strategic tool – it’s not art. Who are the brands competitors and how do they look? What colours and symbols are already owned by established competition? How can we differentiate the logo so the business stands out from the crowd? This means, as a designer (or business owner), before working on any ideas you need to fully understand the environment in which the logo will be seen. 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. The primary role of a logo is to identify… Remember this, as it trumps all other advice you’ll ever hear. They influence our decisions, communicate and represent a company’s values, and are often full of meaning…īut really… what is the purpose of a logo, and why do they matter? This is something graphic designers and business owners really need to understand before working on their brand identity. As a result, logos are generally not redesigned very often.I look around me now, and I can easily count up at least 10 different logos without much effort… they are scattered around us everywhere we go, are embedded in our culture and way of life. The bitten apple does not explain what the company does or sells in any way, but it is distinctive and recognizable.Ī logo is meant to be long-term as it is intended to become familiar to customers and promote brand loyalty. For example, Apple uses a bitten apple as its logo. Instead, its sole purpose is to identify the company in a way that is memorable and familiar. For international organizations, cultural differences in symbolism or the associations of colors must be considered.Ī logo isn't intended to explain or directly sell a company. This makes designing logos a critical job for a graphic designer and is often a creative process that is heavy in research and consultation. Logotypes - simple, textual representations, like a company’s initials.Īs a key part of an organization’s identity, a logo must try to communicate the brand essence of a company or what the organization represents.Pictographs - symbolic, representational images.Ideographs - freeform images that can be entirely abstract. Three categories of logos exist and are often used in combination. Logos are often created by a graphic artist in consultation with a company and marketing experts. A logo generally involves symbols, stylized text or both. Logos serve to represent a given organization or company through a visual image that can be easily understood and recognized.
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