Why Logo Design Still Matters

Logos are an essential part of branding and go beyond the design itself. They are one element of a much bigger tool kit. In this post we look at what a logo represents and the essential elements that inform its design.

Logos Reveal Your Brand Identity

There is a lot more to a logo than brilliant design. Logos are often the centre pin of your brand, helping to communicate who you are, what you stand for and the principles that drive your business. They can communicate personality, tone, what type of product or service you offer and the benefits of that to the customer. They can also hold promises of an expected level of quality or standard of service.

When designing your brand identity, you need to first consider the brand’s foundations. Brand positioning and brand strategy – what your brand represents, your story, who your potential customers are, what customer need your brand fulfils and exactly how your product answers that need. All of this will underpin your brand tools and inform the design – your logo is just one physical manifestation of this.

A Logo Distinguishes You from the Competition

Once you move to the design phase, you’ll need to keep a few things in mind when critiquing logos. Does it answer the brief? Does it reflect the brand’s values and personality? Is it unique and recognisable at a moment’s glace? And importantly, does it distinguish you from your competitive set?

Building meaning behind your logo and communicating that to your customers takes time. Being original helps. As does keeping your branding elements consistent throughout your organisation and on every single consumer touch point. Your logo is a promise and summary of key messages. It should pique the curiosity of your potential customers, and with consistent brand messaging, it will eventually come to represent a lot more than clever design.

In a world where promoting your brand and reaching customers is increasingly fragmented, it’s essential to be on point with your brand and brand tool kit. Well-designed logos are just one tool in your armour that will help you to do this.

Logos Reveal Your Brand Identity

There is a lot more to a logo than brilliant design. Logos are often the centre pin of your brand, helping to communicate who you are, what you stand for and the principals that drive your business. They can communicate personality, tone, what type of product or service you offer and the benefits of that to the customer. They can also hold promises of an expected level of quality or standard of service.

When designing your brand identity, you need to first consider the brand’s foundations. Brand positioning and brand strategy – what your brand represents, your story, who your potential customers are, what customer need your brand fulfils and exactly how your product answers that need. All of this will underpin your brand tools and inform the design – your logo is just one physical manifestation of this.

A Logo Distinguishes You from the Competition

Once you move to the design phase, you’ll need to keep a few things in mind when critiquing logos. Does it answer the brief? Does it reflect the brand’s values and personality? Is it unique and recognisable at a moment’s glace? And importantly, does it distinguish you from your competitive set?

Building meaning behind your logo and communicating that to your customers takes time. Being original helps. As does keeping your branding elements consistent throughout your organisation and on every single consumer touch point. Your logo is a promise and summary of key messages. It should pique the curiosity of your potential customers, and with consistent brand messaging, it will eventually come to represent a lot more than clever design.

In a world where promoting your brand and reaching customers is increasingly fragmented, it’s essential to be on point with your brand and brand tool kit. Well-designed logos are just one tool in your armour that will help you to do this.

Please note that we do not claim to own any of the images featured on this page.