Brand. New. Thinking.

Aesthethics play an important role in your logo, which is after all the manifestation of a brand. Logos are the visual representation of a company’s heart and mind. A logo needs to capture the public eye and imagination. It needs to make an indelible impression on every person who sees it.

Does a logo create value for a company’s product or service? Absolutely, though it does so subtly through repetition and readability. The readability aspect is key. Our minds have a short attention span by nature. When our brains accept or understand an image or visual concept there is a validation and connection made that we remember. When our brains cannot accept or understand, information goes into a cerebral compost heap.

When a logo is clean, understandable, and relevant it speaks volumes about a
company’s integrity and perception of self worth. These are important and valuable messages to convey especially given the current economic challenges facing the world today. Some might say it is a moral imperative or social responsibility to pay extra close attention to the value of a good logo, a precursor to the imperative to deliver a good product or service. We have all heard the term, “wearing your heart on your sleeve.”  A logo is regarded much the same way except I might put it differently; A well thought out and executed logo is a commitment.

If I am going to patronize a company I am going to subconsciously judge the values of that company based on a logo since that is typically my first association with the brand. I want to know I am going to be treated fairly and that engaging with a company is going to be worth the money I am spending. In other words I want to feel that I am going to have a good experience.  Make no mistake that the logo is often the first piece of information about a company just as a face or a voice first creates an impression of a person.

Logos do not need to be expensive to be good. The low cost of the original Nike is legendary yet its value today is in the billions.

Good logos balance many factors: fonts, color, placement, size, pictures and design motifs and relevancy to a target audience. There was a time when companies judged themselves on how much they could spend on a logo.  Now, in humbler times they are proud (and held accountable) for how little they spend. Spending less does not need to compromise the process for developing an aesthetically pleasing logo. On the contrary, many times the smaller the budget the more innovative a designer needs to be.

Getting a good logo begins with getting into a good relationship with a professional brand development partner who will take the time up front to understand your business, your roadmap and your objectives. The right partner knows that they look good when you look good.