There is no doubt that a company logo is a vital part of creating brand identity, but there are a number of myths surrounding logos that need to be highlighted. Sometimes, companies come to the conclusion that their logo needs to include an image relevant to the company; however, this is to misunderstand the purpose of a logo, and of brand identity. Let’s have a closer look at what logos are all about, and how they work.
The Logo and the Brand are the same thing
Not so; the logo is a part of the brand, of course, but it is not the brand per se. A logo is a part of a collection of aspects – your name among them – that create the brand. This is one reason why a logo does not necessarily need to feature your product.
The Logo is there to sell
A logo is not a sales tool; it is part of your branding. Nobody looks at a logo and wants to buy the company product; instead, they remember the logo having bought the product in the past. This is an important distinction: the logo is a brand identifier, not a selling tool – marketing sells the product.
A Logo is about Meaning
The overall meaning and reputation of your company comes from the experience of the customers, not the logo or brand; the logo, once the customer is satisfied, adds to the meaning but does not create it. How your logo is viewed depends upon the customer individually; this is why you need to make sure your logo is memorable, simple and recognizable. It does not have the same meaning to all, but it does say one thing: the company.
People do not buy things because they like the logo; they do so because they recognize it, and because it tells them who is selling the product. That is why a logo is an important asset to your business.