• Donya Mansoorian

Logos Are Important: Here's Why.

The best brand logos have several things in common. According to Tailor Brands, a good logo must be simple, relevant, memorable, timeless and versatile. For example, take a look at Nike’s single swoosh or Apple’s more literal approach. By encompassing the five characteristics previously mentioned, both logos successfully represent both brands.

So, why, exactly, are logos so important?

Paul Rand, a famous designer, once wrote, “a logo doesn’t sell (directly), it identifies.”

Logos are, essentially, your brand’s first impression. If your logo is effectively developed, it should interest your consumers and encourage them to learn more about your product(s) or service(s). Ineffective logos immediately deter potential consumers — which is never the goal.

Logos set your brand apart from competitors. By creating an aesthetically pleasing and emotionally appealing symbol, consumers will have no option but to remember your brand — even if they can’t remember its name.

According to Tailor Brands,

“Logos are a point of identification; they’re the symbol that customers use to recognize your brand. Ideally, you’ll want people to instantly connect the sight of your logo with the memory of what your company does — and, more importantly, how it makes them feel.”

When it comes to small businesses, logos are especially important. Large companies, like Nike and Apple, can depend on their immense popularity. However, oftentimes, small businesses depend on their logo as a means of identification.

Things to consider when designing your brand’s logo.

Designing a logo is a multi-step creative process involving shapes, colors and typography. In an article written for Forbes, author Alexander Westgarth recommends starting with the familiar, then shaping and refining from there.

“Take, for instance, a florist who uses a rose as his logo. The flower matches what he does: it may be one of the flowers he includes in his arrangements or sells by itself. The rose becomes his rose when, say, he gives the stem a neon color or he designs one of the petals to look like an arrow pointing upward.”

Logo design is something we specialize in at SparkIt Creative. Check out the process our graphics team follows to create logos below, or stay up to date with our “Logofolio” series on Instagram, Facebook and Twitter.

With any form of art, it is easy to get carried away. Logo designs should be creative, but not abstract to the point where all meaning is lost. Fancy designs that may distract consumers of your brand’s image and values should be avoided. Check out the evolution of Apple's logo which gets continuously simpler with each redesign.

Forbes suggests asking coworkers for their thoughts and opinions on the logo before finalizing its design. If they understand the logo, chances are your consumers will too.

All things considered...

Whether you’re a current or aspiring business owner, you should prioritize your brand’s logo. Having a colorful, fancy logo may sound like a good idea, but trust me, it’s not. It’s important to note that brands are typically allotted only a short period of time to grab consumers’ attention. Dollar Shave Club, Target and Twitter are a few more brands with simple, attention-grabbing logos.

When it comes to logos, more is not always merrier. Keep it simple!

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