Often, your logo will be the only thing that your public will see. Almost every article out there advises you to create an eye-catching logo design for your business. Yet, a great logo is not just eye-catching. It needs to be interesting, yes, in order to capture attention. And, having captured the viewer’s attention, what’s next? What messages must your public “read” from your logo?
People use their sense of sight primarily in day-to-day life. Of all the five human senses, the sense of sight is the most-used for gathering sensory data from the immediate environment. People are visual, and they respond accordingly to what they see. This insight holds wide-ranging implications in relation to your logo. For one, you now understand that comprehension about your logo begins with the eyes. Another is that the logo must be more than just an attention-grabber. It must also communicate a message—or several explicit and implicit messages packaged into one.
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There are two very important messages that your logo needs to communicate: what your company is all about and what makes it special and different from others.
Your logo must convey your corporate identity.
The concept of organizational identity is complex, sometimes complicated, and surely 100% abstract. Conveying such a concept can be very challenging but never impossible. It only becomes impossible when you actually have no clear idea of who you are as a business company.
Through the logo designer’s choice of graphic elements—lines, shapes, colors, space—your corporate logo will portray in a figurative, non-literal way the abstract idea of your business identity. A simple logo can quite effectively depict your organization’s vision, goals, corporate values, organizational culture, and target audience. This identity ought to be the main message of your logo. Once your logo catches the viewer’s eye, its next task would be to present this identity.
Your logo must be unique.
A unique business logo accomplishes two things. First, it assists in memorability. Your logo stands out from among the crowd of logos if it is simple and bears no similarity to any other logo elsewhere. Thus, it becomes easier to recognize and to remember. Second, a unique logo sends out a strong signal about your own company’s uniqueness. Your company’s difference from other companies is actually one of the things that you want your audience to remember via your logo.
When your logo is unique, the implied message is that of superiority. You want your audience to remember your company as being a cut above the rest. The mental association is actually quite simple. If your logo is one-of-a-kind, the viewer will perceive your company as also one-of-a-kind. Provided that your logo is also interesting and of superior quality, uniqueness should be very easy to perceive by the viewer.
In your public’s eyes, your logo is your company. Everything that the public comprehends from and understands about your logo can be a point either for or against your business image. Thus, your logo should make a viewer stop at your logo, “read” it, and feel good towards your company.
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