Logos are a critical aspect of business marketing. As the company’s major graphical representation, a logo anchors a company’s brand and becomes the single most visible manifestation of the company within the target market. For this reason, a well-designed logo is an essential part of any company’s overall marketing strategy.
Corporate logos are intended to be the “face” of a company: They are graphical displays of a company’s unique identity, and through colors and fonts and images they provide essential information about a company that allows customers to identify with the company’s core brand.
A great logo doesn’t tell the story of your brand; it’s a design decision. An important one that tells the consumer more about the aesthetic of your brand and its voice than its culture and its values. The story of a brand comes through its products, customer service and marketing executions?—?or how it connects with its consumers in a meaningful way through those outlets.
Many iconic brands have redesigned their logos after becoming established. Some, like Walmart, want a fresh start, others, like eBay and Google, outgrow their initial logos and some brands, like Starbucks, change their focus. Also, a logo redesign may be reflective of the time, where an outdated design is modernized. What this should tell emerging brands isn’t that the logo is the be-all and end-all of your brand, but rather that a logo isn’t forever.
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