Why is a profesional logo important?

I often get asked what is the importance of a brand/logo.  Many times people don’t see the need investing in a good logo.  With the emergence of cheap branding alternatives coming out everyday and the availability of cheaper graphic design software there seems to be a lack of importance placed on what a proper logo can provide.   So, let’s take a second to look into what goes into a good logo and the role of the graphic design you hire to create it.

The most important reason to hire a graphic designer is they will carefully guide an inexperienced decision maker in a company into selecting a logo that is right for them, not only today, but for years to come. A graphic designer will be able to conceptualize the essence of a business into a form that has its own life, a life that reflects the dynamics of the company.  A true designer will read up on the company, understand the company's target market and get a real feel for the image and overall message the company wants to convey.

The Nike Logo, on of the best examples of a successful logoLogos at their very essence are visual road signs that offer clues about a company's personality and character. The challenge is to incorporate the right designs and combinations of curves, angular lines, shapes and symbols that tell the correct story. Choosing the right signature colors, shapes, sizes, letters and art to make the logo are all part of a good designer’s eye.

An important piece of creating a logo is to ensure you are creating a functional logo.  A functional logo is important not only for name recognition but because logos ultimately represent a company. A logo is the image that says something about its business and its services/products. Successful companies are wise in carefully selecting a logo that will give the right impression. Quality, high standards, and integrity are important to most businesses and the last thing they want or need is a logo that compromises that image.

One misconception many people have about a logo design is the value of a logo to stand out. It isn't necessary for a logo to stand out and catch one's attention, as much as it is important for the logo to blend discreetly. Logos should be "seen and not heard." They should blend perfectly into the background of any product, advertisement, or website. Logos are like subliminal messages, creating an image that people will recognize again and again without knowing it.

The ABC logo created by designer Paul RandUltimately, the logo is one of the key features in creating a successful brand-related marketing campaign. From direct mail pieces, t-shirts, mugs, notebooks, pens, bumper stickers and everything in between, the logo becomes the official "seal" used to brand a company to its market.  Designers must see the logo as a visual "diplomat" that speaks silently to whomever sees it. This creative "diplomat" should leave an impression, an overall feeling that establishes a subconscious relationship with its audience. In the words of the late Paul Rand, "logos should be like flags: universal, timeless, and durable."

You know you have a successful logo when it is remembered and recognized. Logos create a bond between a company and its market. This bond offers an enduring impression that will stay in the mind of an audience without them even realizing it. It is this very impression that should be carefully thought out by the designer during the conceptual and development process. In a way, the designer is responsible for creating a world within a world with images and type that gently persuade, influence and encourage the relationship between the business and the client.