When I look around, I can quickly count at least ten different logos. They follow us everywhere we go and are ingrained in our culture and way of life. They affect our actions, connect and reflect a company’s ideals, and are always rich with symbolism.
Freelance Bazar helps to understand the function of a logo, and why is it important? This is something that logo designers and company owners must realize before beginning work on their corporate identity.
Role of a logo
A logo’s primary function is to mark! Remember this because it supersedes any other advice you’ll ever get. What truly matters is identification. That is what there is to it. Trends come and go, design tools and strategies adapt, and our perception of what a logo design is may change dramatically over time, but the single most important purpose of a logo will still be to define the individual, product, company, or service for which it is designed.
This means that, as an artist or company owner, you must thoroughly consider the environment in which the logo can be used before starting on any concepts. Who are the brand’s rivals, and how do they appear? What colors and patterns do existing competitors already own? How can we distinguish the logo so that the company stands out from the crowd?
Logo creation is not art; but, since logos are visual objects, often people confuse them for art.
The job of designers is not to create something beautiful or something that we or the consumer generally like the look of, but rather to see a logo design as a corporate strategy tool that will enable a brand to be recognized in the vast world we live in. Of course, a logo should also be visually appealing, but it should be a secondary consideration when creating a logo. Identification is foremost! Creatives always try to fill a logo with context from the start, but this isn’t enough – the emphasis should be on identity. Some sense of connection can emerge over time as a result of familiarity mostly with the logo.
The brand theme is a hollow vessel and it has little significance to viewers from the outset, even though it was applied on purpose. Meaning can be added over time by continuing marketing and consumer encounters with the company’s name.
Importance of logo design to the industry?
Logo Designs are the public image of the company, commodity, or system.
Since you think of a corporation, you always think of its logo, whether it’s the golden arches of a well-known chain restaurant or any technology companies. Similarly, anytime visitors see a common logo, such as Nestle, Starbucks, or McDonald’s you instantly equate it with your stories and encounters with its brand.
Create Immediate Brand Loyalty
A good logo is recognizable, assisting consumers in remembering the name. Words are more difficult for the human memory to interpret and relearn than shapes and colors. It ensures that once the company’s name is distinct in the marketplace, it would be simple to locate and recognize the company again to buy its services and refer it to mates. Our choices are guided by logo style.
We tend to equate fonts, shapes, and colors with unique feelings and artifacts from the moment we are born and begin to create a visual library in our minds. We can make judgments and view a company, product, or service based solely on its logo, whether we like it or not. We would avoid companies that seem to be too costly, too corporate, too fun, or too radical. Similarly, if the logo (and the accompanying brand identity) looks like the kind of business, item, or service we want to be associated with, we will willingly connect with the company and purchase its goods and services.
This is why, if you want to draw the right audience, it is important that the logo accurately reflects the company.
The logo creates expectations for the company, and if it fails to fulfill those expectations, or if the business draws the wrong clients, things will start to fall apart – lost time and money servicing people who will never become consumers, and perhaps even negative feedback from disgruntled customers.
Brand principles and additional context should be communicated.
Even though the primary function of a logo is to identify it, it may also be used to express vital brand messages and values. Just remember to keep things clear. Ideally, limit yourself to only one main concept.
For example, the FedEx logo, though initially appearing corporate and respectable, contains an arrow cleverly disguised within the white space of the E and X to represent speed and precision.
Through fully knowing the function of a logo design, you will be able to build better brand identities that will work for the company rather than just creating a pretty image.