The purpose of logos and why they matter

The primary purpose of a business using a logo is identification. The role of a logo is to be the image of the company that customers and all people can recognise a business based on just the logo alone. In a recent survey, it was concluded that 70% of children can recognise McDonald’s by just the giant yellow “M” this is a perfect example of a business so big it can be identified by just its logo. The most important goal for a logo is to identify the person, product, business or service you are designing it for. This means that before working on any ideas you need to fully understand the environment in which the logo will be seen. Who are the brand competitors and how do their logos look? What are their designs like in terms of colour schemes and symbols owned by the direct competition? How can you differentiate the logo from the rest of the competition?

Logo design is a strategy, not an art

Logos are not a visual art they are not intended to take the viewers breath away with its beauty it is nothing more than a tool.

The role of designers is not to design a magnificent piece of art or not something that we like the look of but instead logo design needs to be treated as a business tool that will allow a company to be identified in the world so it needs to be relevant to that company it can’t just be anything that looks good it needs to be what the business represents in an image. Of course, a logo can still look pleasing to the eye but that is more of a secondary need, but it does always help when something is good looking as it will catch the attention of the people.

Why do logos matter to the world?

They are the face of a business, product or service when you picture a business in your mind, you often immediately picture the logo. When you see a logo, you’re familiar with you often immediately associate it with your memories, experiences and interactions with the brand.

Establish instant brand recognition

A well-designed logo will be memorable in helping customers to remember the brand. Shapes and colours are easier for the human brain to process and memorise than words are. This means that if the identity is unique in the marketplace it’s easy to find and identify the company once again to purchase its services.

Logo design influences our decisions

From our very first day, we build up a visual library in our mind and begin to associate fonts, shapes and colours with specific emotions and objects. By simply looking at a logo, like it or not we will immediately make judgements, and perceive a business, product or service in a certain way.

If we think a company looks too expensive, too corporate, too fun, or too radical we will avoid it. Likewise, if the logo (and the associated brand identity) looks like the type of company, products or service we’re looking for, and wish to be associated with, we will actively engage with the company and buy its products and services. This is why it’s essential the logo correctly represents the business, as you want to attract the right audience.

The logo forms expectations of the company, and if it fails to meet those, or if the business attracts the wrong people things will start to go downhill – wasted time and money serving people that won’t become customers, and potentially even bad reviews from disappointed customers… getting the logo right matters.

Create a good first impression

With the vast amount of business in the world, a company only really has one chance to impress and attract. If the logo design doesn’t impress, then it is very easy for potential clients to go elsewhere as a logo will be one of the first things a customer will see when looking at your business. Having a poor logo design can be extremely damaging to a business that is why when designing a logo, you should “spare no expense” as many business owners use amateur designers for cheap which can really damage business.

Communicate brand values & additional meaning

Although a logos primary purpose is to identify, they can also be leveraged to communicate important brand messages and values. Just make sure to keep it simple. Ideally, stick to just the one key idea. By truly understanding the role of a logo design, you will be able to create stronger brand identities that will perform for the business, rather than just create a pretty picture.

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