It’s a big decision, settling on the logo for your business or organization. Colours, fonts, graphics, and so much more. So many choices, making it hard to settle on what you’ll present to the world on a daily basis.
While you’re considering all these details, maybe it’s time to ask a very important question: What does a Logo do?
A logo gives identity and brand recognition.
And that’s it!
A logo is meant to be memorable and make people think about your business and it’s a way to remind people of all the moments and memories they have when they interact with your brand.
You want your logo to evoke recognition and help start a conversation, so that they will want to “check you out!”
One of the main problems that businesses often have is that they try to force their logo to do too many things, such as:
- Convey the brand story. Your brand is who you are and what you do, not what you sell or what you offer, and it’s rare for a brand to be able to bring all the important factors that go into your brand in a simple graphic.
- Communicate the product or services perfectly. Like your brand, your logo rarely can sum up everything about what you’re offering. It can give an overview, but it’s not a product brochure.
- Persuade the audience to buy. Your logo isn’t your head salesperson. It’s meant to be memorable, not close a deal or force the viewer along the customer journey.
Another problem many businesses encounter is trying to have the “perfect” logo, when even the most basic design can be highly effective. Take, for example, the logo here.
This hand-drawn logo was created on a napkin, by the owners’ mother, nearly forty years ago, and it remains the logo for the largest franchised moving truck company in the United States. They have over 350 franchises, including 28 in Canada and 2 in the UK and Ireland.
When all is said and done, your brand is what does all the heavy lifting, telling your story, sharing the emotion, conveying the ideas, and so on.
A logo isn’t your brand. It isn’t your story. It isn’t the key to business success. It’s the cherry on top of the ice cream sundae that is your brand.
So, when creating your logo, remember to keep it simple, symbolic and memorable!
Let us know if this helps.