What is the purpose of a logo?
The primary role of a logo is to identify. 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.
Logo isn’t art, it’s strategy
Designers Roles are 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 world. Of course, a logo can still look good, but that should be a secondary factor when designing a logo. Identification comes first.
Establish instant brand recognition
A well-designed logo will be memorable, 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, and to recommend to friends.