Very often we hear the same old misconceptions about logo design. In this article, we will discuss three most common myths about it.
Myth #1:A logo should reflect what the company does.
Many entrepreneurs believe that their company’s logo has to show what it does. Otherwise, how on earth will the customers understand that they see a logo of a coffee house if it does not have a mug on the picture?
Take a look around: how often do you see a vehicle on the automaker’s logo or a jacket on the logo of a jacket manufacturer? Nevertheless, Mitsubishi is still associated with automobiles, Starbucks – with coffee, and Apple is known for its smartphones. Logo is one of the ways to become recognizable – it does not need to answer the question “what do you do”. You can show that without using the logo.
The drawback of logos that show what a company does is the lack of ambition. You will always be just one of the many among the crowd of your competitors. If it doesn’t matter, simply focus on what you do and hunt the traffic. But if the goal is to get you business to a level where any trademark will be associated with your product, then be original and do not be afraid of experiments.
Myth #2: The awesomeness of a logo equals the expended effort
Imagine that you ordered a logo for a company that makes sportswear. Money has been sent to a freelancer. And after two weeks, he sends you something like this:
Of course, the first thing you ask is how many seconds it took him to draw that thing? And then you will ask him to remake of the logo a dozen times so that the “designer” could at least somehow work out the money you spent.
Such situations occur all the time and the irritation of the customers is quite understandable. The discord between the real money and a logo that is physically drawn in a couple of seconds is too huge. Designers have to face endless edits and corrections, and as a result, the first option still turns out to be the best. The problem is that many people do not fully understand the basics of design and measure its value in the expended effort.
Sometimes good things look great not because their creation took years. If the logo is effective, then the complexity does not matter. The Nike logo from the picture above is an example of a good design. And the mistakes that the designer did not make are much more important than the fabulous work with graphics. Good design is invisible.
A logo without a corporate style is useless. If you know where the logo will be used, if you see the ideal image of the company and its audience, then you should call a professional designer and order not only a logo, but also the entire corporate style of a company. And if you do not understand what it is about, then you should indeed use the services of a professional designer. When there is a style, the logo becomes something more than just a “tick” – the whole concept is organized around it and therefore it brings significant benefits.
Myth #3: A logo should hide secret meaning.
Solving puzzles is fun! The brain enjoys the work and we are satisfied with the solved task. Logos with riddles and hidden meanings are not rare. For a logo designer, incorporating a reference to a company’s legend and its values in the logo is the top of mastery. On the other hand, there are much more logos which have no hidden meaning. The reason is the lack of practical benefits.
An average person needs less than a second to notice a logo and the details almost never stay in memory. The experiment, in which people on the streets painted Lacoste logo and Starbucks logo showed that people only remember common features of well-known logos, sometimes finding it difficult to even remember basic shape and color.
Despite this, when we see a logo on the board again, we immediately recognize it and identify it with the company. This is what design is meant for. Does the hidden meaning of the logo influence this process? I doubt.
The FedEx arrow, the Amazon smile, or the handshake of customer and manufacturer on the Hyundai logo became recognizable only after the companies themselves became famous around the world. No one can say for sure whether the idea in the logo helped them.
The hidden meaning does not hurt the logo if it is used organically. It looks cool, but it’s definitely not a mandatory condition.
Of course, the logo is important, but its importance is often overestimated. The logo does not hypnotize customers, no matter how cool it looks. The logo should not attract everyone in a row and does not need an infinite number of discussions and reworks. If a company becomes successful, the logo becomes a wonderful way to settle its name in the minds of customers.
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John is the head of marketing at the 'Australian Marketing Agency'. John's expertise lies in creating outstanding and innovative solutions to help businesses reach their full potential by developing brand stories and user experiences which viscerally connects with the target audience and delivers mind-blowing results.