What is a logo?

Let’s keep it simple. In short, logos are visual aids made up of text and/or images which are used to help us identify the businesses or brands we like. But that’s not all of it.

Logos carry so much more weight and importance when planned and considered correctly.

I have had the privilege and pleasure to work on logos and branding with many businesses, large and small. It is however disappointing when the conversation begins with ‘I just need a logo’.

Why is so little importance placed on the logo? It’s the first identifier for your business, the symbol which differentiates you from your competitors, the one constant thing that shows who you are and what your business is about.

When I hear someone say ‘I just need a logo’, it makes me think they are not serious about their business, and that they don’t realise the weight their logo carries. They haven’t really thought about their business beyond the service or product they are offering.

A logo can visually show what you do
The logo can consist of a graphic or icon which represents your business. For example, a baker could have an image of bread, and carpenter could have a hammer and so on. This makes visually identifying and understanding who you are and what you so do much quicker and easier.

A logo can express your values
Logos have the ability to express your values through the correct use of fonts, colours and styling. Colours alone have strong emotional identifiers: Red can be associated with courage, strength and power. Green can mean health, growth, vitality or security. Partnered with the correct fonts and/or icons, these can all help express the values of your business.

A logo differentiates you from your competitors
Standing out from the crowd is important for any business. Your logo is the first thing people see which represents you and your business. Making your logo unique takes more than just adding any generic graphic to a name. Custom created lettering, icons or shapes really help separate your brand from the others.

A logo helps build brand recognition and trust
Your logo also represents you and your business. People quickly associate past experiences with different brands, and these experiences will dictate future interaction. Good experience means return business. Bad experience means lost client. Good, positive brand recognition promotes repeat customers and referrals. Who doesn’t want that!

So what is a logo?

A logo is you, your business, your values all rolled into one neatly presented package. Don’t take shortcuts… it could just mean when business improves, you’ll need to revisit this later which can be a much greater expense.

To help you get the ball rolling, here are a few things to consider when creating a new logo:

  • What products or services does your business provide?
  • Who are your main competitors?
  • Who is your target audience?
  • What values do you consider important in your business?
  • What makes you different from your competitors?
  • Do you have a unique story? Why or how did the business start.

In need of a new logo or considering a re-brand?
Reach out and schedule a time to chat.

Happy creating!

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