What is a Logo?
In the simplest terms, a logo is a symbol comprised of words, images, and colors that is used to identify a brand or product. Specific types of logos come in all different shapes and sizes that run the gamut from simple text logotypes to abstract logo marks. Believe it or not, the concept of logos has existed for thousands of years.
How to design a logo?
Here are two things to keep in mind as we dive in:
Design is a lot of strategy. Yes, you will have to create something visual at some point. But the lion’s share of the work is strategic, especially at the beginning. Be prepared to do more thinking and decision-making than drawing.
You’re not just designing a logo. Remember that the logo is only part of a larger visual system, and its individual pieces all need to work together.
To do this right, you’ll want to work in phases. While every designer’s process looks different, the one there are five phases:
Every phase has its own goal, process and deliverable.
What Are the Origins of Logos?
Logos is a Greek word with a variety of different meanings including, “reason,” “discourse,” and “plea,” among others. Greek philosopher Aristotle provided a definition of logos in his work Rhetoric. Where he used logos to mean “reasoned discourse”, specifically in the realm of public speaking. Aristotle considered logos one of the three main modes of persuasion alongside ethos and pathos. Aristotle thought logos superseded the other two, as the effectiveness of any argument depended on a strong logical appeal.
Examples of Logos?
Logical appeals help bring an audience around to your point of view, and help you avoid lapses in logic known as logical fallacies. Logic should build methodically and readers should be able to see you construct an argument step-by-step. It’s much easier to persuade an audience when they can see every step you took to come to your conclusion.
- Politics: A city council meeting that provides evidence of past collisions in order to argue for the installation of an improved traffic signal.
- Plays: Early Greek dramatists often structured entire plays around philosophical debates. Sophocles’ drama Antigone is based around a debate between the king, Creon, and his niece Antigone over whether or not Antigone’s brother should be afforded burial rites. Both characters display logos in their compelling arguments against one another.
- Novels: In Harper Lee’s To Kill a Mockingbird, the climactic courtroom scene features an impassioned plea to the jury on the part of lawyer Atticus Finch, who argues logically and methodically for his client’s innocence.
- Newspapers: Reporters and columnists depend on logos to convey the logic of a story or persuade their readers. One example of logos you might find would be a newspaper editorial listing examples of the success of child literacy programs in arguing for their further implementation.
- Poems: Many of the form of impassioned pleas on the part of a narrator who uses logos to justify their love and seek reciprocation from the object of their desire.
- Ads: Advertisements often depend on logical arguments to persuade their target audience to use their product or service. A toothpaste advertisement, for example, might provide statistical evidence for the effectiveness of the product at preventing cavities.
Your Logo and Your Brand?
Your logo is major component of your brand. Moreover, it helps customers, prospects, and other consumers understand who you are, what you stand for, what you value, and what you do. A prospect is a consumer who you think has a good chance of becoming a paying customer.
A brand is the personality and image of a company, its products, or services. A products or service’s features, such as slogans or logos, make it different and unique. Further, a company logo makes the business or product stand out in a crowd of competitors
A logo isn’t?
This is a common conflation, but your logo isn’t your brand. And your brand isn’t your logo. Your brand is intangible; it’s your reputation—what people think of when they hear your name, what they tell others about you and how you make them feel. Your brand is built from a thousand touchpoints with your customers—not from a logo.
When new companies or organizations request a logo, a good designer will say, “You don’t just need a logo, you need a brand identity.” Logos are part of the picture, but they’re not the entire thing. They’re just one image within a larger visual system that includes your colors, typography, photography, visuals, layout, etc.
An indicator of success
Your logo isn’t going to make or break your business. Enron’s logo was good, but the company’s ethical code wasn’t. two men and a truck are a billion-dollar company, and its logo is a stick figure drawing designed on a napkin by the founders’ mother. The best logo in the world can’t save a corrupt business, nor can the worst logo hold back an honest one.
Why Logo Important for Business?
A well-designed logo is a vital part of the business identity, and it’s a mirror of the company. Further every element in the design like color, font, shape speaks to the business personality in a very interesting manner. Custom logo design is a way to deliver the brand’s value and personality to the people.
The wise use of every element while crafting your design can result in the best outcome for you. Investing in a proper logo will give you unexpectedly good results in the upcoming years.
There are some reasons why logo is important for business:
- Logo help you create brand loyalty
- It helps you stand out from others
- It can be used as a marketing tool
- Logo creates a great first impression
- Logo expresses your brand message
A logo plays a defining role when it comes to business growth. A fantastic logo creates a powerful impression on its very first interaction with potential customers. It provides the brand with a distinguished identity that evokes positive emotions, especially amongst the recurring customers.
It depicts the core values of the company at a glance, which attracts the targeted demographics. Logos are also effective in augmenting brand loyalty and strengthening an organization’s credibility and professionalism. All of these advantages work towards helping you grow your business sustainably and effectively.
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