When we start thinking about our company's visual identity, the logo often seems like a minor element compared to the entire brand strategy. Many people believe it's just a symbol that can be sketched on a napkin during lunch. But is it really? As a UX/UI designer with many years of experience, I would like to share my thoughts on why a logo is both a big and small thing in business.

Condensed Communication

At first glance, a logo seems to be just a small picture. But this small graphic representation has to say everything about your company in one look. It should encapsulate the essence of what your marketing and PR convey, but in a condensed form. It's like an information shortcut that can't contain every detail but should carry emotions, impressions, and ideas. When someone looks at the logo, it should immediately trigger associations with the company.

A logo cannot show everything, which is why many companies also create a slogan. The slogan complements the logo, providing additional information and reinforcing the brand message. It is important for the logo to be carefully designed, as it reflects what the company is engaged in today.

Logo and Development

A carefully designed logo is crucial, but one must remember that every company should develop, so a certain distance to the design is necessary. The logo might change over time, for instance, when the company changes its strategy. Good examples are global car brands or Coca-Cola, which have changed their logos over many years. They have evolved. Their logos evolved along with the company, adapting to new times and trends. One should not be locked into one concept forever but maintain a distance from their business. The logo should reflect what the company is doing today and be open to the future.

Simple but Powerful Form

Since the logo is small and often seems simple to design, it might appear senseless to people outside the industry. However, a logo has to convey a lot, and its form is often very simple. Minimalist designs can be incredibly effective. Simplicity helps in easier memorization and recognition of the logo. What seems small, like a simple graphic sign, has a huge impact on brand perception.

Versatility

A logo is just one element of branding, but it is the starting point for the entire visual identity. The choice of colors, font, theme, and emblem is crucial. This will influence the design of the website, preparation of graphics for social media, presentation templates, and even email footers.

Why is a logo important?

• Brand Recognition: The logo is the first thing customers notice. It makes the brand recognizable. A good logo helps to stand out from the competition.
• Professionalism: A professionally designed logo builds trust in the brand. It shows that the company takes its image seriously and pays attention to every detail. Additionally, potential customers might perceive a company without a logo as a "fly-by-night" business. Without investment, it might quickly disappear from the market.
• Visual Identity: The logo is the foundation of a company's visual identity. Thanks to it, it is easier to build a consistent and recognizable brand.
• Emotions and Associations: A good logo evokes positive emotions and associations. It carries the company's values and mission in a simple but effective way.

Do only companies have logos?

A logo is not reserved only for companies. Bloggers, artists, illustrators - everyone can have their logo. I also have my logo, even though I work full-time. I believe it describes me very well as a versatile person. My logo is a combination of calligraphy and modernism, geometric elements. Thanks to it, I can easily present my personal brand. It is not only a symbol of my work but also of my personality. Besides, I am a designer by profession. How would it look if I didn't have a personal brand? A shoemaker without shoes? It shouldn't be, certainly not in the case of a person professionally involved in design.

As you probably noticed, the logo does not play the leading role; it is one element of the big puzzle called a brand. From business strategy, marketing, PR through the logo, colors, fonts to advertising materials and the website.

A logo is both a big and small thing in business. It's small because it's just one symbol, but it's big because it carries a huge message and is part of the brand's visual identity. It is important that the logo is carefully designed and reflects the company's current values. What happens next can be dictated by the market or a change in the company's owner or vision.