In short, yes. Absolutely they do. Take a look around you and see how many logos you can spot. They are embedded in our culture and day to day lives. From influencing decisions to communicating a company’s values and purpose. Logo design can strategically represent a person, product, business or service.
A logo’s value
The sole purpose of a logo is to identify something. That’s really it. How that’s executed is a different story all together. With a simple yet memorable logo that people can easily identify it can be the first block to building a lasting relationship with consumers. Even before a person visits your store, buys from you or is met by your sales staff, they see your logo and decide whether to trust your business or not. Positive first impressions with your logo matter since you simply can’t undo or reverse this impression. If we think a company looks too expensive, too corporate, too fun, or too radical we will avoid it. The same can be said of the logo design (and the associated brand identity).
Some business owners try the DIY route, or use low-cost designer marketplace, not realizing until later how damaging a poor design can be. Sometimes a cheap design can be your most expensive solution.
Logo Design Strategy
As a designer I find that logo design is something that needs to be used as a strategic tool that will clearly identify a message. Of course, a logo should still look good, but that should be a secondary factor. Identification comes first.
Before working on any ideas you need to fully understand the environment in which the logo will be seen. Who are the competitors and how do they look? What colors and symbols are already owned by established competition? How can we differentiate the logo so the identity stands out from the crowd? There’s usually a few items of of information that can be helpful for your designer or agency to know when creating your logo:
- What aspects (products and/or services) distinguish your company from the competition?
- What are a few brands that inspire you?
- What aspects of these brands stand out the most?
- What emotion do you want to convey to customers through your brand’s identity?
- What is your target audience?
Also don’t be afraid of revisions with your logo design. There’s many things to consider to achieve a strong and impressionable logo. It’s worth taking the time and effort to achieve the perfect logo for your brand.
If you’re considering a logo re-design or just starting out feel free to contact us!