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Why Are Logos Important?

What is a logo?

“A logo is key component of your brand identity“


In their simplest form, logos are images and text designed to represent a company or brand. When you look at one they may appear basic, but there is much more than simple aesthetics at play in your mind. Logos serve as strong representatives of a brand’s identity and values. Furthermore, these symbols help companies form stronger connections with consumers.

With that in mind, designing a logo is an important part of a company’s branding journey. Let’s examine what makes a logo such a powerful branding tool.


Why Are Logos Important and What Is Their Purpose?

Logos are a vital aspect of creating a powerful brand for several reasons.
More than nice symbols, they serve as a brand’s first impression for many customers. In addition, they form an anchor for future mental associations.
These are some reasons why a logo is so important:

  • Logos help you stand out from the crowd. Many industries feature products and services that while different in some respects, compete for the same consumers. A logo’s most vital function is to differentiate you from your competition. A unique design instantly distinguishes you from your competitors.
  • They make your brand instantly recognizable. A good logo sticks in the mind. Great designs become closely associated with the brands they represent. This close connection is a valuable tool for branding recognition and promotion.
  • They convey key information about your business. Logo design is about adding visual cues that call up specific emotions and connotations. By combining different colors, images, and fonts, you can communicate a wide range of information easily.
  • Logos help convey your brand personality. Like the messages they convey, logos also show an outward display of a company’s personality. Adding your logo to different marketing materials and products is an uncomplicated way to communicate company values. Clear logos easily express your brand personality in a single image.
  • They create brand loyalty. Familiarity is a key element of loyalty. Logos help build brand loyalty by providing a clear mental call-back. A brand’s logo can become a symbol of exclusivity, belonging, and membership.


“If designed correctly, a logo can make
future branding efforts a walk in the park”



What is a Logo Used For?

Once you’ve created a logo, there are multiple ways to use it.
Logos should be placed anywhere your product, company, and brand are represented.

  • Websites - Displaying your logo at the top of your site increases your brand visibility and instantly tells consumers who they’re visiting.
  • Business Cards – Your business cards are an excellent way to expand your brand in non-obtrusive ways and closely connect you to your brand in consumers’ eyes.
  • Marketing Materials – Any time you create a marketing tool or material, your logo should be prominently displayed. This includes ads, brochures, product packaging, social media posts, and newsletters.
  • Presentations – On the business side, your presentations should always include a clear indication of the brand you represent.
  • Company Communications – Internally, your company’s brand and culture should be closely connected. Including logos in letters, emails, memos, and other communications reinforce your brand.



What are the Different Elements of a Logo?

Logos are a combination of elements that make up a cohesive design. These different components add a layer of symbolism that help you express your brands personality.
Here are the four key elements of a successful logo:

  • Symbols, Icons, or Shapes – These are the non-verbal elements of a logo and include objects that create simple and direct connections to specific traits. Visual elements usually comprise a large part of your logo and can quickly tell consumers what your business is about.
  • Colors – Every color has a unique psychological association you can use to produce specific reactions and emotion. The colors you choose for your logo says a lot about who you are.
  • Fonts – The specific style of lettering you choose also tells a lot about your company – strong, sophisticated, playful, luxury – helping round out your brand identity.
  • Words – Your company name and slogan are the only verbal cues your logo offers. They allow you to create a hook that starts a conversation and generates interest in your company.



What Makes a Good Logo?

The answer to this question is very subjective and may even change from company to company.
Broadly speaking, there are five elements that make a good logo:

  • It should be appropriate for your audience. The best logos aren’t the flashiest, but rather those that resonate with their target audience. Logos don’t just represent your company, but also the people to whom you speak. You wouldn’t use bright and flashy colors for a funeral home in the same way you wouldn’t use somber grays for a children’s party planner.
  • It should be easy to read. This is particularly true for word mark logos but applies to every design style. If your target audience are forced to decipher what your logo means, they’ll quickly lose interest. Your logo should make sense and be easy to read at a glance.
  • It should be distinct. Drawing inspiration from industry trends is always a good starting point. However, the goal of a logo is to differentiate your brand from the competition. The most successful designs clearly speak to the industry you serve while using unique elements.
  • It should be memorable. A logo’s biggest test of success is how memorable it is, creates an instant association with your brand. Creating a visually distinct logo starts with understanding the things that make your company unique such as service, values, or traits.
  • It should be scalable. Your logo will be placed prominently on different media, and in varied sizes. It’s important to create a design that works at any size you need. The best logos are those that can easily be scaled to fit any branding need you may encounter.



What are the Different Types of Logos?

Despite the wide variety of logos visible in the world, they can be split into 5 major categories. These are not set in stone but provide a good starting point for understanding what brand image you want to cultivate.

  • Wordmarks – Also known as logotypes, these are comprised of a company’s name in a stylized font. Wordmarks convey a sense of stability and can also be an effective way to create instant name-brand recognizability. Some of the most famous wordmarks include companies like Facebook, Disney, and Google.
  • Letter Marks – Another textual style, letter marks reduce company names into acronyms or initials to create a stylized logo. Companies with longer or hard-to-pronounce names can greatly enhance their recognition with an easy-to-remember acronym. Major brands like CNN, HBO, and NASA have used letter marks for decades with remarkable success.
  • Icons – These types of logos dispense built brand recognition around an icon or shape. However, it takes a lot of time and savvy marketing to create a brand that is associated first and foremost with an iconic logo. Brands like Twitter, Nike, and Apple have thrived thanks to their iconic logos.
  • Emblems – These logos combine both images and text into a single image. In emblems, the text is an element of the image, making them inseparable. Emblems are a terrific way to create a feeling of exclusivity and authority by providing brands a badge to display prominently. Some of the most well-known emblems include Harley-Davidson, the NFL, and MasterCard.
  • Combination Marks – Combination marks take the best of both worlds to build a strong design. These logos blend text with icons, allowing them to be displayed together or separately with equal effectiveness. Combination marks are flexible and give you more ways to display your logo. Some of the most famous combination marks include Adidas, Microsoft, and Pizza Hut.





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