The purpose of a logo is to give your company an identity so you can grow your business by capturing new clients with a logo that speaks to them and then retaining customers who trust what and who is behind the logo.
Your business must have a face.
McDonalds has the “M”, Starbucks has the Mermaid, Nike has the swoosh. What does your company have? How are you going to separate yourself from the competition? Even if your company is going to have a typography logo (a logo that doesn’t rely on a symbol, like in my previous examples), it still has to be unique and memorable like Coca-Cola, Google, or Fedex, to name a few.
Every business starts with a brand image, which encapsulates your company’s vision and overall identity. That brand image is represented by a logo the public can identify with and remember your business by. That logo, which is expressing your company’s vision, is seen everywhere from your stationery to your website to any advertising done—it is a company’s visual identity. A logo also reminds your clients or potential clients that you exist, what you stand for, and how you stand apart from the competition.
It’s most important to have a logo that catches people’s attention, one that is memorable, simple, and carefully crafted so that when people see if for the first time, they relate to it on a personal level, they connect with it. Capturing first impressions is the most important part of your branding; if your logo doesn’t speak to its audience neither can you.
Your logo design should be built to promote your business. A logo should be designed by a professional designer who is willing to take the time to help you, ask questions, understand you, give advice, explain and make it effective, high quality, and something you can be proud of. Studies say that people recognize and relate to an idea better with a visual as opposed to text: How many times haver you heard someone say, “I am awful with names!” Sometimes we remember a person’s face but not their name.
A logo helps your company grow when it reaches the right audience. For example: if you own a winery and want to work with a customer-base that appreciates the intricacies of wine, yet you have a childish or goofy label, you may not bring in the clientele you were hoping to—it doesn’t fit with your target market.
Your company’s identity is represented by your logo and in this noisy world, it must stand out. If your logo is done well, it will show that you care and can be trusted so your customers and clients will know that you care about your business.
Long story short: your logo has to be unique, memorable, simple, and focused to your target market. The purpose of it is to grow your company by capturing and retaining customers.
If you are looking for a logo design or would like to chat about your existing logo feel free to contact me.