Does Your Logo Design Tell a Strong Story?

A logo is the initial visual call that we respond to when sizing up a business. Paraphrasing Milton Glaser when we look at a logo we think “yes, no, or WOW! Wow is the one to aim for.” Always Milton, always.

Every Friday we feature one of our small business client’s logos on our Instagram page. The posts have created some buzz so we’ve been posting them on our Design Powers LinkedIn page too. Also, our site analytics show that anything to do with logo design gets a lot of attention. But why?

People love logos!

They love to look at them, wear them, trash talk them. A logo can, in an instant, define who you are, what you stand for, and who you love. Sports teams are the obvious examples of this but there are so many more.

Ever tried to draw a logo? Logos seem easy to create; choose your company name, decide on your color(s), pick your font, and BAM, you’ve got a logo. But it isn’t that easy to design a logo that has meaning and is memorable, even for designers.

Done is the new perfect…

…but not in the case of logo design. The logo gives your business a quick visual encapsulation of the quality of your services, how you interact with your clients, and your brand promise and your purpose.

“A logo is not a brand—it’s only a symbol for a brand. A brand is much more than a logo.” — Marty Neumeier

Missing the mark on your logo could convey and communicate aspects of your business that don’t align so ultimately it plays a part in your success. A logo has to stand out, it must be clever, but also clear, and designed to speak to your target market.

Since we tend to work with businesses that have been around for several years, often we see that the business starts out with a poorly designed logo. It’s understandable because when you’re starting out you don’t necessarily have the money for a thorough branding process. You think “If my business is successful, I can redo this at some point in the future.”

Then the business IS successful and grows and has invested time and money into creating an online presence (website, social media, etc.) printed collateral, merchandise, signage, and even storefronts with that poorly designed logo.

If you do the math, it would’ve been less costly to have started out with a strong brand strategy, story and logo design but often, it’s hard to convince new businesses of this.

What comes first, the logo or the story?

Logo design can be a representational or abstract illustration of a concept or a typographic treatment or both. If executed well, both illustrative or typographical can be effective. But, to create a memorable logo you must have a thoroughly researched idea of what the logo will communicate.

The story always comes first. Discovery, brand development, planning and marketing strategy are the start points.

Conceptualization guides the creative process. Every single decision is thought out and derived from the brand story and goals. It’s critical to developing a logomark that your ideal client associates feelings of positivity considering your services.

All our clients start their businesses because they have a strong brand of conviction. Their motivations and passion for what they do make it exciting and satisfying to build their visual brand identity and logo!

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