Think about your favourite brand. The first thing that comes to your mind is probably their logo, right?

As the face of your brand, your logo is important for setting the right first impression. But there are many more functions that a logo needs to play for your brand.

So, what is the purpose of your logo?

The most important role is identification. A logo is simply an identifier to help distinguish your brand from other brands. Your logo helps your audience recognize, identify, and select your business over one of your competitors. It’s usually placed in the first shot or view in any design and therefore it’s often the first thing people see when they view your page.

So how do we make our logos recognisable? Contrary to what many people think, your logo doesn’t need to be a complex intricate design. In fact, unique, simple shapes are usually the most recognisable and therefore make the most effective logos.

People often think that a logo is a piece of art, and in many ways it is. But the purpose of logo design isn’t to create something beautiful. The key thing is communicating a message and meaning around what your brand stands for and to resonate with your target audience.

After all, if your customer is looking for a luxury product, a fun, comic style logo might be off-putting. Similarly, if your customers are young kids, sharp edges and muted colours might not have the effect you desired.

That doesn’t mean you need to stuff your logo with hidden meanings, rather you should be intentional that your logo design is aligned with your personality, target audience and product offering.

In any case, people will come to assign their own meanings to your logo as your business grows. Over time, as we spend time with our favourite brand, seeing their communications and using their product, the brand becomes entwined in our lives. And the logo takes on a deeper meaning for us. It symbolises all those associations we have built up with this brand.

As the visual heart of your brand, your logo plays a directive role at the outset. It provides direction for other visual branding assets, including colour, typography, shapes, graphic and design choices moving forward. For example, your primary brand colours should be dictated by your logo. And your typography and design should be chosen to complement your logo style.

Although a logo is an important element of a brand, it is just a small part.

The value isn’t in the logo as such. It’s in the brand image you have built up.

Your brand is the heart of your business that leads to a feeling in the hearts and minds of your customers.

Your brand isn’t held together by a simple icon. The impact of your brand comes from your reputation built upon years of customer experience and intentional marketing that is aligned with your customers, your purpose and your values.

To learn about the other aspects, join my free branding mini course.

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