Logo design is one of the most confusing elements of branding. No wonder so many people don’t understand which either is. This article breaks down the logo design process and helps you understand the difference between logo design and brand development.
If I were being generous, I couldn’t possibly limit the myths about logo design to only 3, but these three are the ones that are most damaging to businesses who are building their brand.
Branding Your Logo Myth #1 – Your Brand Is Your Logo
I used to work with someone who thought their logo was their brand. If anything changed it in any way (like to make it small enough to work for social media) they would say I was breaking the brand.
Of course, I wasn’t breaking the brand, I was just scaling the image. Hear this:
Your logo is a visual representation of your brand.
Branding is about controlling the impressions people have of your brand. A logo is one part of that process. It’s the face of the brand for many people, but it’s a poor substitute for the entirety of your brand.
What would it be like is people went searching for a product based solely on the logo? Suppose someone wanted to buy a new truck, but their only criteria for their purchase was that the logo had to be a script typeface. That would be ridiculous, right?!
People aren’t looking for a logo, they’re looking for a brand that can give them the product they want.
For a more visual look at this, watch this short video.
Myth #2 – You Don’t Need A Logo
This is just as absurd as absurd as basing buyers impressions solely on your logo. Of course, you need a logo.
I’ve heard (even as recently as last week) that your logo doesn’t matter, especially early on in the formation of your business.
One of the major functions of your logo is to build consistency and recognition of your brand. Your logo makes your brand and its products recognizable.
Imagine shopping for a pair of jeans. You walk up, face the wall of denim and start your selection process. It’s hard enough as is, right?! But what if you couldn’t find your favorite brand of jeans because they didn’t have any tags or branding? I might just walk away right then.
Your logo builds recognition and, through recognition, loyalty. How much is a loyal customer worth? That’s exactly how important a logo is.
Myth #3 – Your Design Doesn’t Matter
Since your logo is commonly the face of your brand, it should represent the values of your brand. For it to be some random design based on a whim would be such a waste.
Think about it this way, would you trust all of your money to a bank that had this logo?
Probably not right? This logo communicates playful and fancy, not stable and trustworthy.
The style of your logo communicates so much more than just your name. Your logo sends an impression. That impression is often the beginning of your relationship with your consumer. It’s important to get that connection started off right.
I hope you can see now what the importance of branding your logo is and how that can help you connect with your target audience.
If you’re a designer, the branding process should give you tons of direction in choosing a typeface and even in how to style your fonts. It should help you with every part of the design process.
If you’re a new business the branding process should help you hone your brand identity and your target audience. That understanding should give you a clear way to connect with your customers by developing a solidly styled logo.
Logo design shouldn’t be an arbitrary choice. Through branding, it can be a simple series of decisions that will help you monetize your work through great design.