As much as we tell our clients that logos aren’t brands (and brands aren’t logos) – that logos are one tool in a kit that helps tell the story you want consumers to hear, it’s difficult not to get excited about great logo design.
We spend a lot of time designing logos. It’s one of the things we are most passionate about. We also spend a lot of time making sure those logos are aligned with the brand strategies they are based on, and then developing a greater brand identity in which those logos can exist.
Logos are not able to tell the entire story you want to tell. They are wonderful little devices that can, and will, help identity and differentiate you from the competition – but audiences connect with great products, powerful imagery and clever copywriting. Logos are simply marks that stand for and represent that collection of experiences.
We believe a logo is a signature that stands for and represents the organization behind it. This is why so much time goes into the strategic brand process. We spend time getting to know you, your business and your ambitions to form a greater, better informed understanding of how your brand should appear to the world.
Is your brand a digital one? This could mean a logo that is more dynamic and animated. Are you going to be advertising and promoting your brand heavily? Repetition results in recognition – this is the only way Nike and Apple can get away with almost never accompanying their logo symbol with a name. Should you do it? Probably not.
In the end, we love logos. We love designing them, refining them, animating them and launching them. They are symbols of pride that companies can confidently stand behind. They represent everything that that business stands for, and help identify and differentiate one company and its set of values from another.