A logo is a business what your face is to you. People recognize you as soon as they take a look at your face, humans are programmed for facial recognition. It is the same in the business world. We all remember the logos of the companies which dress us, which provide our smartphones, which fill our everyday lives with their products. And the interesting thing is how easy it is for us to differentiate individual logos in the sea of brands we see every day. They are so common and widespread that, for most of the time, we take them for granted. But what is a logo and what purpose does it server?
Think of a logo as a personal ID number. It is the defining identification tool of a brand, the core feature which makes the brand different from the competition. There is no brand without a logo. Just try to imagine Nike without the „Swoosh“ logo.
A logo is the most important graphical representation of a brand. It is the connection between the brand and its consumers, the market manifestation of a company. A well-thought of and a well-designed logo is what every company craves for because it becomes the backbone of the whole marketing strategy.
Through colors, lines, fonts and shapes, logos become the „face“ of the business. They graphically display the identity, the uniqueness of the brand and create a way for the consumers to identify themselves with the brand. Furthermore, all of the marketing strategies a company develops revolve around the logo.
The most important feature of any logo is uniqueness. Also, a logo has to be able to convey a bit of the most relevant information about the company to the audience. The color and the design of the logo should express more than just simple shapes do. A logo has to provide a sense of meaning about the brand. A good example is the IT companies, which often choose angular logos to represent the notion of speed and accuracy, while service-oriented business goes for rounded forms, to convey trust and reliability.