Logo Design and Brand Identity are much more than just an company’s image; they are a point of recognition for clients and an important foundation for the branding of your company. … A well-designed logo and branding materials are an easy way to convey to potential customers that your business is professional, trustworthy, and provides quality goods or services.
To understand what a logo is, we must first understand what it is for.
A logo is for… identification.
A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logo’s derive their meaning from the quality of the thing it symbolizes, not the other way around – logos are there to identify, not to explain. In a nutshell, what a logo means is more important than what it looks like.
To illustrate this concept, think of logos like people. We prefer to be called by our names – James, Dorothy, John – rather than by the confusing and forgettable description of ourselves such as “the guy who always wears pink and has blonde hair”. In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognizable and memorable.
It is also important to note that only after a logo design and brand identity become familiar, does it function the way it is intended to do much alike how we much must learn people’s names to identify them.
The logo design identifies a business or product in its simplest form.
One major role in the ‘brand’ or ‘corporate image’ of a company is its identity.
In most cases, logo design and brand identity is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of mediums, using approved colour palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognisable.
The identity or ‘image’ of a company is made up of many visual devices:
All of these things make up a brand identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.