A logo is not communication. It’s identification. – Sagi Haviv
There is a common misconception that you company’s logo needs to describe your company and tell a story of what you do. This is a natural assumption. Your main goals for your business are always to gain and retain customers. Marketing is one of the most common ways to achieve this goal and the basis of marketing is story telling. You want potential customers to know what you do and why they would want to contact you. It is easy to assume that the logo is a big part of telling that story and that is partly true. Your logo should express a feeling and be memorable in relation to your company but it is NOT the logo’s job to tell the story. Putting that much pressure on an image will often cause its design to become muddled and complicated and will lose its impact.
A famous design company, Chermayeff & Geismar & Haviv believes that simplicity is best.
“A logo is the period at the end of the sentence. It is not the sentence itself.” –
– Sagi Haviv
Reasons simplicity is best in logo design
- Easily recognizable
- Converts easily to any format (from digital to print)
- Evokes an emotional reaction
- Easy to remember
- Hard to Counterfeit
You may not love your logo (at first)
Its true, Chase Manhattan struggled with their logo redesign. Some of the management were personally attached to their old logo. They didn’t trust the new design would work for them or be easily recognizable. In the end they put their trust in their designers and now have one of the most recognizable logos in the industry. The logo design process should be about the emotional message and less about explaining a concept or tagline. In the end it may not be what you initially imagined and that is ok. By hiring a professional designer who has not only the experience in design but also in branding and marketing you will end up with an iconic mark that will timelessly enhance your business.