Look around you. Everywhere you look you see logos. Every product. Every brand. Every corporation. We are completely surrounded by logos whichever way we turn. But before creating or purchasing a logo, we must ask ourselves: What really is the purpose of a logo?
This is a question that is critical for graphic designers and business owners alike to answer that is a major factor in brand identity. Granted, logos are something that look cool and catch your eye, but is that the sole purpose of a logo? Are logos just supposed to be a pretty emblem that you can show off?
Your logo is your identity. That’s it. the most important piece of advice about logo creation. Your logo is what identifies you and your brand. When your clients see your logo (or the clients of your client if you are a graphic designer), you want them to think of you. A good example of this is Starbucks: when you see that familiar logo, you immediately think of their brand and your mouth instantly salivates as you think of that refreshing iced latte. Just like Starbucks, you want your logo to identify you, but not just to identify you, rather to positively identify you. And this brings me to my next point.
your logo is not just a design
Now that you understand the significance of your logo, it’s time to learn the actual process of creating a logo. So, we now know that your logo is not just a cool looking design, rather it’s your identity. Therefore, you must ask yourself the following questions:
a) What is the impression or atmosphere that I want my business/brand to have?
Your logo must capture the “vibes” of your brand (or your client’s brand if you are designing the logo). Is your brand a very official brand or is it more fun and playful? Are you selling a more upscale product/service? All of these must go into consideration when creating your logo, as when people look at your logo, you want them to have an accurate impression of the atmosphere of your business/brand. For example, if you (or your client) is a real estate agent, your logo shouldn’t be overly playful. If you are selling some sort of software or the likes, a more modern, sleek logo might give you the proper impression when people see your brand logo. The perfect example of this is Nike: the check expresses a feeling of movement, of action, of momentum. Together with their slogan, they have successfully created a logo which causes whoever sees it to experience their atmosphere.
a) Who is my clientele or target audience?
This is probably the most important question to take into consideration. You must understand who it is that is going to see your brand and inevitably your logo. Are you targeting men or women? Are you trying to appeal to younger people or to older? You must understand who your audience is, and once you have a clear image of who your perfect target audience is, then you are able to determine what they would want to see. A higher-class audience would feel more comfortable with your brand and therefore more willing to buy if they saw a classier logo design. Teens might be more attracted to your brand when they see a modern or flashy looking logo identity. By being in touch with who your target audience is, you are able to get in touch with what they would want to see and therefore can proceed to create a logo suitable for them.
These are just some of the questions to consider when either creating a logo for a client or purchasing a logo for your own personal brand.
The reason why the creation of your logo is so crucial is that your logo is the face of your brand. Your logo creates instant recognition to your brand and it is therefore paramount that when people see your logo, they get the right impression and vibe. Your logo is your first impression, and people begin to look at your logo as your brand, and if your logo is bad, your audience will look at your brand itself negatively. That is why you must understand the significance and importance of what you are doing when you create your logo design, and you must ask yourselves the above questions to ensure you create the logo your brand deserves!