
Should We Really Be Caring About Logos?
A logo in the most basic sense is a: symbol, text, image, or sign that identifies and creates distinction for an entity. However, it can be much, much more. A logo plays an important role in forming the communication bridge between you and your customers. A logo can often make or break the value that you set for your business and can instill an emotion with your customers. But most importantly a logo can act as a powerful cue in business; creating a sense of belonging, a bridge of trust, and a setting for a unique experience offered through your product and/or services.
What Should A Logo Not Have?
- It is not a trend. The logo should be representative of your values, visions, and business goals and should aim to function as the unifying symbol within the identity system of your business.
- It is not your logo, it’s your customers. A logo shouldn’t be representative of not what you think looks good. It’s all about your customers and what they desire, what they should be feeling and it’s your job as a business owner to give them what they need.
- It is not the brand; The logo should never stand as being the brand itself, yes the logo is an important aspect and signifier for the business but should be strategically unified within your brands’ identity system.
Do Pennies Make Peanuts?
If you invest pennies, you get peanuts. Purchasing a pre-made logo online, or searching for the latest logo generator is grand and all on your pockets. However, the effects can result in a logo that is not appropriately fitted (or worse, having a logo that looks outdated, trendy) and can be a great disadvantage for the growth and value that you place in your business.
As a business owner, you should value the process of crafting an identity that is unique for various reasons.
The Builder, And The Architect.
The value should be placed within the communication between the creator and the business owner (this is what you are not likely to get from budget logo services/or online logo generators). Having the ability to openly communicate with the creator enables the power of co-creation. No one knows your business like you do. That being said, having the ability to communicate with the designer that is responsible for the creation of your logo enables them to best represent the values and beliefs you hold within your business in the form of a logo. Purchasing online logo services do not offer this ability. This co-creation process can be compared to the task of building a house -Giving the hammer to the builder (the designer) with the plan drawn by the architect (the business owner) enables a successful construction.
Thank you for taking the time to read this article. I hope you enjoyed it. I will dive deeper into subjects around logo design in upcoming articles. If you follow me here on Medium, you will see them pop up on your Medium homepage. You can also connect with me on Linkedin.