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Importance and Function of The Company Logo

Importance and Function of The Company Logo

Logo represents company’s identity. First impression is made by logo or its absence.

To know the importance of a logo just answer one question: “How many big, leading and famous companies don’t have logos?” If you company doesn’t have a logo this can raise doubts and negative thoughts.

What makes one logo better than another?
Simplicity. without visual cliches or amateur effects.

A logo is well-designed when it looks as good on a business card as it does on a web page or a billboard. To be functional, a good logo must reduce well to simple black & white or grayscale for use on faxes or in newspaper ads. The best logos are elegantly simple.

Why do you need a logo?

In a way, a logo is a visual shortcut to who you are. Your logo will establish your corporate identity and credibility. It builds loyalty among your clients and employees. You invest in your brand image every time your logo is displayed on a Web page, on a sign, or in an advertisement.
A professionally designed logo enables you to be immediately recognizable and must be unique, memorable and simple. Such a logo will become one of your most valuable corporate assets over time.

If logo was made by non-professional designer or made by owner of the company it is sometimes worse than no logo at all.

When you starting a company you are thinking on how to cut expenses. One of such options to cut the startup costs is a company logo design. But is it good idea to order a cheap logo or work without company logo at all?
One of the popular questions is – why my logo should be custom? If logo is created with the use of a clipart (premade graphic elements from the public collections) it may look like or be identical to other logos and even your competitors’ logos. This will make identification of your company difficult or your logo may be easily mixed up with logo of another company. This situation may harm your reputation and money invested in marketing of your brand will be wasted.

 Good company logo reflects the main point of your company, its values and helps in successful development of the business. Also, it is important to distinguish the logo design for big companies and start-ups. Logo for the big company may consist only of a one graphic element (Nike swoosh) and it will be easily identifiable but for small company such logo is a bad idea because you will need to spent huge amounts of money to promote it.
When owner of the company decides to create logo himself results are rarely look professional. Results of his work may serve as concept for a new logo but not as logo. To create a successful logo you need more than Photoshop and tutorial from the internet. You need to have knowledge of the basics of design at least; you need to have experience in logo design. Bad logo is worse than no logo.
Company logo is one of the must have attributes of the successful business. High-quality business card may tell a lot about its owner as well as a bad one.

Let’s sum up. Logo should be custom and designed by a professional logo designer. You’ll never have a second chance to make a good first impression. You have just a few seconds to attract the attention and to make first impression. In many ways first impression depends on your logo. Successful marketing of your business starts with a successful corporate identity.

The Function Of The Logo

In order to discuss the general function of the logo, we must firstly identify and define the environment where this will have to fulfill its function. The environment is called brand and the definition is as follows: the brand is a collection of ideas and images, a collection that constitutes an undivided whole meant to transmit and sustain the values of a company, a product or a service.

As you have noticed, this definition has brought into discussion two defining elements: idea and image. It is important to follow this order: ideas come first and images are born out of ideas to visually represent them. Once we have known the environment and its definition, we can discuss about the functions that the logo must fulfill.

The first function of the Logo: the logo defines and incorporates values.

The logo must be designed according to the values which we want it to transmit. As the visual impact can mean much more than a description and the logo will [probably] be the most important visual element, it is recommended that it is given its due importance.

The second function of the logo is to communicate values.

The logo does the communication between the company and the consumer and, besides the product itself, it is the first element that presents the service provider.

The third function of the logo is to represent values.

The logo represents a company, an association or another legal entity.

We have identified three major functions of the logo:

  1. The Logo defines values
  2. The Logo communicates values
  3. The Logo represents values

The functions of the logo never change; they only exist. In order to efficiently explore them, the logo must be relevant. In the case of a company, it must be relevant both for the institution, the product or the service provider and for the market. In the case of a non-profit institution, the logo must be relevant for the institution and for the socio-cultural environment. 

What Does Your Logo Color Say About Your Business

Yes, colors do matter,  They communicate feelings and emotions. They represent ideas and thoughts. So before you create a logo or any other piece of marketing make sure you select the right colors to communicate a personality that accurately represents you and your business.
Following are some generally accepted principles of color and the emotions they evoke. Keep them in mind when selecting colors to represent your business.

White/Silver: purity, truthfulness, faith, contemporary, refined, wealth
Black: seriousness, distinctiveness, boldness, power, sophistication
Blue: authority, dignity, security, faithfulness, heritage, trust
Brown/Gold: history, utility, earthiness, richness, tradition, conservative
Gray/Silver: somberness, authority, practicality, corporate mentality
Green: tranquility, health, freshness, stability, appetite
Orange: fun, cheeriness, warm exuberance, appetite, speed
Pink: femininity, innocence, softness, health, youth
Purple: sophistication, spirituality, wealth, royalty, youth, mystery
Red: aggressiveness, passion, strength, vitality, fear, speed, appetite
Yellow: youth, positive feelings, sunshine, refinement, caution, appetite

Critical Aspects of A Fantastic Logo Design

When it comes to logo design, you ultimately want it to convey your brand in the best possible manner. At the same time you don’t want it to take up too much space. That is the greatest challenge – to be able to create a winning impact within the space constraints. Here are the some factors you need to consider to have a logo that spells success!

1. Research always helps in effective logo design
Never make the mistake of rushing into creating a logo design. It will only make matters bad. You need to do a fair bit of research to understand the company, its objectives and mission as well as its business goals – both short and long term. You also need to know the demographics of the target audience.


2. Attractive and unique: two elements of great logo design
You would obviously want your logo design to catch the attention of the customer. At the same time it should not be screaming for attention. It should test the intellect of the customer; make him or her think a few minutes after seeing the logo. If you notice some of the top logo designs each of them have a unique aspect to it that depicts something about the company.

3. Simple and memorable logo design
One of things you need to really focus on is to make sure your logo design is not too cluttered or too fancy. This will just confuse the customer. Ultimately you want the customer to remember your brand. That will only happen if the logo is easy to remember. Also be sure that the logo sends out positive signals to the customer.

4. Flexibility is a major issue in logo design
There are so many companies who invest a fortune on their logo design only to realize later that their logo doesn’t work on a product wrapper! What a waste of time and money! Your logo needs to be flexible enough to work and create a lasting impact on any medium whether it is a product wrapper, your company website or even any promotional materials you send out! That means you need to consider the size of the logo and the usage of appropriate colors. The colors used need to match well with any background while also helping the brand to stand out.

5. Never clutter your logo in logo design
One critical mistake people make is to cram in too much information in their logo design. This makes your logo look cluttered not to mention the fact that customers will fail to remember your brand!

6. Use fonts that promote readability in your logo design
You might select a font that looks great on paper but when you use it in the logo it hampers readability. There is absolutely no point using classy fonts in logo design if they are going to prevent customers from remembering you. Make sure fonts are easy on the eye.

7. Usage of color in logo design
Great logo design will always focus on using complementary colors that looks good against a black or white background.

conclusions: the logo must be suggestive, but not too open to interpretation. The message that it transmits must be ambiguous enough but without leaving room to wrong interpretations. The functions of the logo can be neither negotiated, nor influenced. They begin to work along with the social exposure of the logo. All we can do is to establish relevant values and constantly sustain them.

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