Branding

The Purpose of a Logo—and Why It Should Matter to You

Logos are everywhere—so much so that we don’t even register them half the time. And yet they can nonetheless heavily influence our purchasing decisions. Why? Because a logo—especially a good one—represents a business or startup in a meaningful way that engages with people even when they don’t realize they’re being engaged. It’s important to understand the importance of a strong logo before undertaking to work on one’s brand identity. 

So: why exactly should a logo matter to you and your business?

Brand recognition

Evolving technology and trendiness aside, the number one purpose of a good logo design is successful brand identification—the rest will follow. That’s why it’s important that your designer possess an understanding of the environment you are operating in and the audience you are speaking to. A good designer will create a logo design that is easily recognizable by a large cross section of people. It doesn’t need to be complex, and is often better kept simple. McDonald’s minimalist golden arches are the perfect example: they are instantly recognizable worldwide. Think of your logo, then, as the face of your brand. It is the first thing people conjure in their minds in association with your brand, and it should represent the most crucial aspects of your story—without sacrificing easy recognizability: a balancing challenge fit for a great designer.

Communicates brand values

A logo can accomplish a whole lot more than spot-on brand recognition. Their power can also be harnessed to convey your brand’s core values to your audience. Again, however, resist the temptation to overthink and make your logo overly complex. Instead, try to stick to one fundamental yet poignant idea or image, and avoid adding a whole range of details to your designs. Take the FedEx logo. At first glance, it seems pretty straightforward: large block letters, in purple and orange. But a closer look reveals an arrow in the blank space between the “E” and “X.” And really, what better symbol for “express” than an arrow? It’s simple, yet it effectively communicates speed, simplicity and reliability—all desirable qualities in a shipping company.

Serves as a strategic tool

As previously stated, for maximum effect, keep your logo simple and versatile yet significant. Very important: don’t confuse your logo design with a piece of art. Although your logo should be pleasing to the eye, it is far more about serving as a strategic tool for your brand. Your logo has to give your audience enough immediate information to identify your company and set you apart from your many competitors. It’s a common misconception that logos should be able to convey a hidden message, but this is both rare and unnecessary. As time goes on and your customers come to recognize and trust your brand, your logo will take on its own meaning. Even if you did fill your logo design with meaning and messages, a logo tends to be a blank slate until your audience comes to know it and draw their own associations. True story. 

By developing a real understanding of the powerful role your would-be logo can play in your brand, you will be able to create a stronger brand identity—one that works in favour of your business rather than just looking good. Get a pro designer on your team today.