The world’s most successful brands all have something in common: a logo so iconic with the ability to generate an immediate association between consumer and organization. And just like flags, the best logos exert an overwhelming impact on people. A logo is a defining source for a brand, an element that requires precise execution. Not only are logos visual manifestations of brands, they are also a vehicle that transmits the personality, values and traits that define a brand in a powerful, succinct and memorable way. Traits that may exist within our context and surroundings and that evoke experiences that reinforce our views on a specific matter.
“An ideal logo is simple, elegant, versatile, practical and unforgettable.” It may not be more than an insignia, but one that acquires significance through time thanks to encounters. And even though a logo may change throughout the years, it must strive to maintain within the mind of a customer its union with the concept that originally gave meaning to it.
“The visual identity of a logo can make or break a brand in the eyes of a discerning consumer. Throughout a single company’s history, various logos serve as indicators of values, loyalty, and togetherness. ” The five essential logo design characteristics are: simplicity, originality, memorability, clarity and brandibility. Other factors such as uniqueness, union between the brand name and aesthetics, instantaneous and visceral understanding, timelessness and scalability are also factors to bear in mind
So many people believe that your logo is your brand, but this couldn’t be much further from the truth. Your logo is a representation of your brand. Your brand is a lot more than the logo on your website, business cards and other materials. Your brand is what people think when they hear your company name.
So a brand is not just a logo, a website or your business cards, it’s an EXPERIENCE.