First impressions are important. What does someone think when they see your logo? Your logo and identity are the personality of your business or organization, and a strong visual identity will help position you where you want to be in the marketplace.

Some thoughts on logo and identity design




Your organization's clothing

How can a logo represent intangible concepts like reliability, convenience, friendliness or safety; or help an organization be perceived as modern, dynamic, caring, competent, professional or important to a community?

An organization's logo and brand identity might be thought of as the clothing the organization wears. We all (whether we want to admit it or not) make instantaneous judgements about people based on how they are dressed, how they speak and how they present themselves, and we dress ourselves to present a certain image. We don't wear signs around our neck telling others that we are professional and competent, but we might dress, talk and act a particular way to make that impression.

We make similar judgements of organizations based on their logo and brand identity. Though it's hard to put a finger on exactly what it is about a particular logo that conveys those feelings, it's clear that the form, shape, colors and letterforms all combine to create a personality, a feeling, an attitude.

Identify, don't explain

A logo should identify your organization, but not explain every aspect of your business, much like how we identify ourselves by a name instead of a lengthy description of who we are. A logo is a signpost to identify your organization, a shortcut that is quickly recognizable and memorable. It can reflect your organization's attitudes and values, or even a conceptual benefit of your service, but there are limitations to how much a logo can say about you. A logo that tries to say too much can be cluttered, unmemorable, and limiting (if your logo includes an image of a service you provide, what happens when you decide to expand your offerings?).

Be memorable

A primary task of a logo is to be memorable – to trigger in someone's brain a connection to your company. All visual recognition is based on shape and color. Forms that are simple and clear are generally more memorable than ones that are highly complex.