At the very basic level, logos are symbols made up of text and images that help us identify brands we like. But they can be so much more! A good logo is the cornerstone of your brand. It helps customers understand what you do, who you are and what you value. That’s a lot of responsibility on a tiny image! Here’s the definition of what a logo is and how to make the most of it.
What is a logo?
A logo is a symbol made up of text and images that identifies a business. A good logo shows what a company does and what the brand values.
Logo design is all about creating the perfect visual brand mark for a company. Depending on the type, a logo usually consists of a symbol or brandmark and a logotype, along with a tagline.
What does a logo do?
Logos do something aside from look pretty, right? Yes! Logos serve many functions.
A logo makes you stand out from the competition
Perhaps the most fundamental function of a logo is giving your business a unique mark that differentiates you from other businesses.
This is especially important if your business has competition (which 99.9% of them do). Before you get a logo for your business you’ll want to research what your competitors’ look like so you can position yourself.
Check out how the Cactus Dental logo separates themselves from the sea of cliche tooth logos in the dental industry by taking a feature unique to their geography and turning it into a toothbrush.
Of course, you don’t want to be so unusual that potential customers don’t understand your brand.
A logo identifies key information about your business
Along with demarcating your business, a good logo also provides your customer with some crucial information about your company: it can communicate the industry you exist in, the service you provide, your target demographic and your brand values.
For example, a company might use circuit imagery into their logo to show that they operate in the software industry. Or they might use a specific color to communicate they are committed to being green/environmental. Or they might use a stylish font to highlight that they are luxurious. Check out how Wild Hearts uses an image of a book with a heart in it to show that their business specializes in romance novels
A logo builds brand recognition
Logos also leave a visual impact that reminds your customers that, well… that you exist!
In other words, logos can create strong visual associations with a business. This association helps customers keep your brand in mind.
Think about brands like Nike or McDonalds, whose logos are so ubiquitous that they can be instantly recognized with or without the name attached. It’s no surprise that logos are such a central part of brand identity.
What makes a good logo?
The answer: any number of different things. Let’s look at some real-life examples and talk about which elements they employ to successfully communicate their messages.
The nooStance logo is composed of simple typography and an illustrated mascot. It uses a multi-colored, complementary blue and yellow color palette. While the overall design is strong, this logo is largely successful in its unforgettable cuteness!
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The Tapp’d logo implements an illustrated tap into the negative space between the letters of the business name. This simple but clever concept separates this logo from other businesses, makes it memorable and lets the customer know that this is a place to get fresh beer!
The Lieferbräu Brewery is composed of ornate typography and decorative line-work. While the decorative grains hint at the fact that this is a brewery, the message here is class. The design is elegant and sophisticated—there’s no mistake what the brand values are here.
How is a logo different from branding?
One common confusion we see comes in understanding the difference between logos and branding. It sounds complicated but the difference is quite simple: Your brand is the set of perceptions people have about your company. In other words, it can be thought of as the big-picture impression that your company leaves on the customer. This impression can be left by many things, such as your advertisements, commercials, customer service, and yes your logo as well.
That’s right, your logo is part of your branding (not the other way around). For example, while the Apple logo is iconic and instantly recognizable, it’s not the only thing that creates their elegant, easy-to-use and customer-friendly brand identity. Those qualities are expressed through their design choices in billboard ads, commercials, web design and on-site store layout. The logo simply holds the visual association to those things. Plus let’s face it, Apple just wouldn’t be the same without that cute, partially eaten Apple.
