What is the function of your logo? | Christie Graphic Design

What is the function of your logo? | Christie Graphic Design

What is the function of your logo?

Creative Advice »
 
What is the function of your logo?
Posted December 10, 2008 by Heather Christie
 
       Some companies make mistakes when designing their logo, because they want a "wow" factor. They choose logos that are too complex to print well (does it look great on a business card and a billboard?), or are hard for customers to interpret in the few short seconds you have to grab their attention.

So what is the function of your logo? It's to effectively brand your business, in a way that allows customers to instantly recognize it as yours, and associate it with positive feelings. Feelings? What does that have to do with business? Everything! Most buying decisions are made on the basis of feelings – positive and negative – consciously or not. Think of all the businesses you know of, and try to picture their logos in your mind. Which ones can you remember? Which ones are a little fuzzy? What comes to your mind when I say "peace" or "recycle"? What you want is when people hear the word "widget" they think of your widget business logo, and thus your business. The best logos (and brand identities) are simple, iconic, and easy to remember. It's OK to have fun with it, and add give it personality, but make sure it's deliberate and with purpose. Sometimes all you need is consistent use of color, or an unusual font.

Another mistake is not considering your target market. Often I hear "my product is for everyone", or "I provide service for everyone". Well, of course you want "everyone" to buy your product or service, but in reality it's better to zoom in and identify who your product or service is benefiting and cater to them. You'll end up with a more impactful message, and focusing on your true customers will make your business thrive.