The importance of a logo

A logo is a symbol that is synonymous with your brand, a sign of your business, your seal of approval and more often than not, the key for a consumer’s decision making. In a world that is saturated with branding and symbolism having a logo that not only represents your brand correctly but one that also stands out amongst your competitors can be a challenge, that is where branding agencies (such as Kaizen Brand Evolution) step in. Your logo says a lot about your business, from the typeface to the mark or symbol, the logo you chose to represent your business should do this as truthfully and as tastefully as possible.

A businesses logo depends on the type of business you are in, for example, a village bakery might choose something nice and soft, maybe some texture or handwriting and perhaps even throw in a little ‘established 1946’ in there to make sure everyone knows this is a family business – fantastic.  There is and should be a clear difference in choosing logo styles and formats to suit what you do, not saying that there is a right way to create a logo for a bakery, but recognising that distinction that as a consumer we have an idea of what a logo should and should not look like. With this in mind, picture the likes of Facebook or Google with this style of logo. You can’t, as it wouldn’t really happen in that industry landscape – this is important in the understanding the power of a symbol, of a typeface and of course of a colour. Google’s logo is clean, modern, reflects their mission “To organise the world’s information and make it universally accessible and useful.” It is EXTREMELY important to get these elements right when thinking of or designing a logo.

One big difference in getting your logo right is the investment in it, of course for a start-up with no design experience or money, calling upon a family member with a B in GCSE art can seem like the easy option and you have something, anything to get you started, right? – Wrong. Realising that your logo is as important as your product, your workforce, your computer, is a head start that you will have over other new starts in your industry as well as existing competitors. The logo has the power to create intrigue, develop a reputation and make you look perhaps more established than you are, intern making people trust you more. Your logo, done right, by a designer can help you reach your ambition way before you have reached it yourself. Preparing you for your ambition at the start will make selling your product or service a walk in the park because you already look like you are ready for bigger and better things and also you have a strong brand presence at such an early stage.

A logo (abbreviation of the logotype,[4] from Greek: λόγος logos “word” and τύπος typos “imprint”) is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordmark. At the level of mass communication and in common usage, a company’s logo is today often synonymous with its trademark or brand.

The power of a logo is undeniable. Easyjet’s name may be written in a weird, gooey orange font, but it’s memorable and friendly. IBM’s stripes have become synonymous with technology. Apple and Shell? They’ve done away with writing their names altogether. That truly is the power of a great logo. – By Michael Johnson

It shouldn’t be a personal taste when having a logo designed, your logo represents a business, no one cares about your favourite football teams colours and you shouldn’t mix these ideas when thinking about your business. Believe it or not, when creating logos in the studio we take the full personal taste out of the scenario when creating logos for businesses. What we do is… well come and talk to us and we’ll show you.

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