What is a logo?
This question probably conjures up vivid images of a famous swoosh or an apple with a bite taken out of it. After all, we all know what a logo is. A logo is a symbol or design used to identify a company or organization, as well as its products, services, employees, etc.
In its simplest definition, a logo identifies. It’s how your company is recognized and remembered among others. It also functions as the face of your business.
Your logo can also be an opportunity to make a statement about your organization. Take Amazon’s, for example. The smiley arrow communicates that the company sells everything from “A-Z” and also represents how happy customers are when they shop with them. 99effect
Start With Your Story
Companies are created to make money — it’s not the most poetic statement, but it’s the one you need to start with. And in order to make a profitable business, you need to be able to sell yourself just as well as your product. Marketers today tend to agree that buyers connect much more strongly to stories than they do to the basic facts of your product. What does this mean to you? There needs to be some story in your logo.
Before you even think about what this logo will look like, take some time asking yourself what the story behind your company is. When we look at Coca-Cola, we don’t see a brown, carbonated beverage — we see polar bears and thick, white script letters. eymockup
Lay the groundwork
Logos such as Mercedes and Woolmark have become priceless assets for their respective companies. One of the most interesting parts of being a designer is that you get to learn new things with each new project. Every client is different, and even in the same profession, people do their jobs in many different ways.
To make it easier for consensus to be reached on your design idea, you need to ask your client the right questions from the outset: Why are you here? What do you do, and how do you do it? What makes you different? Who are you here for? What do you value the most?