A logo is not your brand, nor is it your identity. Logo design, corporate identity design and branding all have different roles, that together, form a perceived image for a business or product.
A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like.
To illustrate this concept, you may compare it to the concept of people. We prefer to be called by our names – Ben, Annetjie, Peter – rather than by the confusing and forgettable description of ourselves such as “the guy who always wears black and has blue hair”. In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognisable and memorable and is also important to note that only after a logo becomes familiar, does it function the way it is intended to do much alike how we much must learn people’s names to identify them.
What makes a good logo? A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message.
An effective logo is (in no particular order):
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