Purpose Of A Brand Logo
Logo designs are everywhere around us. The purpose of a Brand logo is very important.
Just look around and you can easily find at least 10 different logos. At first glance, will seem like there isn’t much effort involved in creating them. In many ways, Logos and Symbols have become a part of our culture and daily life. They influence our thought process, perception and represent a Brand’s Values. But what is the True Purpose of a logo, and why do they matter? This is something significant that Graphic Designers and Business Owners need to understand before working on their Brand Identity.
Logo & Its Purpose
Technically a Logo is a symbol with Text and Images that Identifies a Business. It may happen that a logo design also contains hidden elements which convey a greater picture of a Brand. It may try to convey the Values, Origin Story, or Philosophy of a Brand. Still, the Primary Role of a Logo is to Identify, Not to Describe, or Define the Business. This is the Design Philosophy that trumps all other advice you’ll ever hear. Identification is what matters. Trends keep on changing, design tools and techniques will evolve, how we perceive a logo may even drastically change with time. But for all eternity the single most important goal of a logo will always remain this. It is to Identify the Person, Product, Business, or Service it is for.
Logo Design Process
Since the purpose of a logo is to Identify that’s why the obvious question which both a designer and a business owner should ask themselves is, in which way they are going to be different from the competitor. It is not only an aesthetic inquiry but also a strategic decision to stand out a Business from the rest of the crowd. And It will be Successful in the Long Journey.
From a designer’s perspective, we need to understand the circumstances. And the market where the Logo will about to serve before, we start working on the project. It's not ideal to narrow down the Exploration Scope to such a degree where there is little to no room for creativity. But without a clear goal or direction to follow, we may keep on wondering in the infinite world of Visual Pleasantness which is not great for Productivity.
That’s why the key to maintain the balance between Creativity & Productivity is to keep in mind that Logo Design is a Strategic Exploration – it’s not Art. Too many people mistake them for art since logos are a visual element. But our role as designers is neither to design a thing of Beauty or Visual Significance nor does it involve just satisfy a client personally with something he/she personally likes. But instead logo design needs to be Treated as a Strategic Business tool that will allow a brand to be identified in the vast crowd. It of course has to look good, but that should not be a Primary Factor when designing a logo. Identification comes first.
The Second Factor in designing a good logo is Legibility. A symbol or mark can be greatly appealing visually. But if it’s not Legible then it defies the primary purpose anyway, which is to identify. That’s why we designers need to keep a leash on our imagination and creativity if it starts to supersede legibility.
Significance Of Logo
They are the Face, the Cover Page of a Business, Product, or Service. Spending an outrageous amount on a Smartphone or PC suddenly becomes justified for many of us as soon as we see the “Apple with the Bite" mark behind the device. Some people feel proud to wear clothes that have a tilted tick mark on them. Because as soon as they see it, they remember the brand “Nike”, "Adidas". That’s why when we see a logo, we’re familiar with it. We’ll immediately associate it with our memories, experiences, and interactions with the brand.
With so many competitors in the world, a brand has one chance to Impress and Attract potential clients. If the logo design Fades in the crowd in today’s internet-driven world, then it will cost the business a huge amount as time passes. Sadly, many business owners neglect this major factor. Use the low-cost route to get something that is appreciated only by them. But doesn't serve the purpose of a logo. There is a Great Saying – “There’s nothing More Expensive than Cheap Design – it sums up the Losses the company is causing by Accepting the Cheapest and Quickest Route”.
Conclusion
The famous boxer Muhammad Ali once said “The Match Is Won or Lost in the Gym, not in the Ring”. Similarly, a major part of the success of a Business is Pre-Determined by the Philosophy & Strategic Decisions it makes before coming into the market. Branding is one of the Core parts of these Decisions. A well-organized, planned design in Branding benefits the Business in many ways. Making cheap decisions or cutting corners in the Foundation leaves holes in the ship which inevitably makes it return to the shore for maintenance or sometimes for a whole remake, which in the long-term may cost your dream a Great Fortune. It’s much better to be Smart while laying the Foundation, isn’t it?
