What is a logo?

Logos are symbols made up of text and images that help us identify brands. A good logo is build block to a great organisation as it helps customers understand what you do, what you value and who you are as an organisation. Logo design only forms one part of a brand/corporate identity. A logo can be defined as a recognisable graphic element, often including a name, symbol or trademark, representing an organisation.

What is a logo not?

A logo is not your brand, neither is it your identity. Logo design. Identity design and branding all have different roles but together they create a perceived image for an organisation. Logos are not just there to look pretty, they serve multiple functions. A logo makes you stand out from the competition.

There is a difference between a logo and branding. The brand is a set of perceptions people have about your company. This basically means that the branding is the impression that the company leaves on the customer. This impression can be left by many parts of the brand including the logo. This means that a logo is apart of the branding of a company but it doesn’t work the other way around.

Having a logo designed.

A good logo design should stick out from the competition so it’s very important to research your competition. Remember that the logo should not be so out there that it is not understandable to the consumer anymore.

A logo should provide the customer with crucial information about your company. It should communicate at least one of the following:

  • the industry you exists in
  • the services you provide
  • your target market and brand values

This can be done by using imagery or something as simple as using a different font. The logo has to portray the values and goals of your company so this should be set in stone you before you begin to design your logo. Because of this it’s a good idea to develop a brand strategy before initiating the design process .

The logo should identify your business, not describe it. It should create brand recognition. A logo leaves a visual impact on the viewer that he or she associates with a business. This helps the customers keep the brand in mind, and why a logo is the cornerstone of any brand identity.

Logos come in two basic forms:

  • abstract symbols(this is just the icon without any text) or,
  • logotypes( A logo made out of just text)

But they can also be a combination of both.

With logo design there is a few key element that should be kept in mind, when conceptualising/ developing a logo. The following is a list of a few of them:

Keep it simple

Logos are used on a variety of mediums and different platforms so finer detail will be lost occasionally. A logo shouldn’t have multiple element stuffed into one but instead should focus on the element that contribute to the brand as a whole.

Make it memorable

A logo should be easy to recall even after a glance. Keep the logo simple will also help the logo stay in people’s minds but if too simply it might just get lost.

Avoid being the same

Doing research into your industry and looking for common symbols and patterns to try aviod as this could lead to your brand not being noticed.

Make it versatile

Your logo needs to be versatile as it will be used in a number of ways such as on t-shirts, caps, pens, business cards, social media platforms and signage. You logo should be scalable to these elements and maintain its integrity, as well as serve it purpose no matter where it is used.

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