What a logo really says about a brand


25 August 2021

5 minutes to read

Opinions expressed by Contractor the contributors are theirs.

Logos are big talkers. I like to weigh in on the logo design process for my businesses because my logo is how I’m going to present myself to my audience, and I want to make sure the right message is sent.

But “the right message” is really just one aspect of what a good logo should communicate.

Whether we realize it or not, our logos say a lot more than our company name. And it’s essential to understand not only what our logos say to our viewers, but how they say it.

Accurate communication is essential in reaching and attracting audiences to your business.

Here are five things a good logo should communicate.

Related: 10 Questions To Ask When Designing Your Business Logo

Positive first impression

As entrepreneurs, we all know the importance of making a good first impression. And we know we only have a few milliseconds to work with to achieve that goal.

Logos are the “first impression” of a brand. So, a good logo design will be readable, readable, understandable, and eye-catching, like the Starbucks logo. If your audience cannot read your logo or understand your organization’s name or purpose like the London 2012 Olympic Games logo, you will make a good impression, but it won’t.

Double-check and triple-check the kerning and typography size in your business logo design and get feedback on how identifiable your graphic is to make sure your logo makes the best first impression possible.

Public understanding

It still puzzles me to see the deafness of some logos. Logos for modern and stylish companies with wacky or whimsical graphics. Logos for businesses that provide services to professionals who use bright and off-putting rainbow colors like NBC. Logos for children’s brands of dull contempt like the Bon Bebe logo.

It is absolutely vital to align your logo design with the target audience. Not only will it be more likely to attract the demographic you are looking for, but it will indicate that you understand it.

For example, if I’m running a business that caters to design professionals, I don’t want a poorly designed (who does it?) Logo for my audience.

Related: 10 Ways To Find Out More About Your Target Audience

Brand personality

Good communication in logo design focuses on how it projects the brand’s personality. For each of my businesses, I’ve spent a lot of time thinking about what personality traits the business would have if they were a real person – edgy, preppy, fun, original, straightforward, honest and all that. that suits.

I communicate these details to my design team and together we make sure that the final logo design accurately reflects that personality.

It comes back to that “introduction” I mentioned earlier. Essentially, a business logo should say something like, “Hello, I’m the ABC brand and I’m the funniest of the bunch.”

… or the personality traits that best match your brand.

Related: Understanding Your Brand Personality

Uniqueness factor

Of course, none of us want to be confused with the competition, so our logos should also stand out. It’s a design element that demands attention: a unique logo indicates that the brand behind it is also unique.

This can be tactile, as different elements can mark the logo as “unique” depending on trends in your area of ​​expertise. Choice of colors, graphic style, selection of typography – all of these should be used to separate the logo from your competition.


Professionalism is my last point, not because it’s the least important, but because I really want to touch this one.

A great logo design can be absolutely scuttled by poor execution. If you’re not a graphic designer – and few entrepreneurs have the time to create their own branding – then be sure to work with a professional to achieve a professional result. Everything from the type of file to ensuring that it looks good on different backgrounds is professionalism; although, of course, avoiding a muted style and showing awareness to your audience, as mentioned, also helps.

Logos are loudspeakers

Sending your logo out to the world to represent your brand is like giving a child a speakerphone and sending it door to door. It is going to say more than you expected.

This is why it is so important to be aware of the details, context and connotations of what your logo says, and how it is said.

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