In the always-on culture of social media and mobile, projecting a company’s brand takes on a bigger importance than ever before. With people accustomed to recognizing a business by its brand, creating a logo with a purpose ensures that consumers fully understand the story of the business.
Purpose in Logo Design
When effort, creativity, and purpose combine to make a logo representative of the brand, the logo stands alone as a moniker of the company. Think of popular brands recognized by their logo. Nike, Target, and Shell have logos recognized worldwide. Without purpose, a logo can be a meaningless design.
A complete logo can communicate information about the company it represents. First impressions form a perception and understanding of the business, and it’s this first impression formed in less than two seconds that lasts.
The Importance of a Logo
A critical aspect of logo design that transcends color and symmetry is its meaning and ability to speak well for the company. The first impression of a company starts with its logo, and it must tell a story about the company’s good reputation, trust, and reliability. Logos describe what a company does and what it stands for.
Creating a logo requires a high level of attention to detail. Colors, fonts, and shapes have their place and technical yet fluid design demands proficiency at every level. The best logos have a similar impact in black and white or in color. Also, universal use across all types of media removes any limitations of its use.
Logo design uses the rules of graphic design regarding contrast, repetition, alignment, and proximity. Professional designers use these principles of design to ensure quality and balanced logos that reflect the nature of the company’s business and its innate qualities.
Design elements such as fonts, colors, and shapes work together to convey the company’s message. Types of fonts match well with certain industries or businesses. People relate to fonts and associate bold, thin, or cursive type with a company and how it’s perceived by them.
It is important to use images and fonts that match people’s perception of the company to avoid discrepancies and confusion. Logo design always delivers the correct message and conveys meaning according to the company’s requirements.