When I’m asked what logos are my favorite, I usually mention the Apple logo and the Nike logo. I am a lover of intricate logos as well as minimalistic logos. But I do have a special place in my heart for brands that can convey their personality with simple shapes. However, it is more about how those logos are used and what they are associated with. If those logos were attached to terrible products or services, they wouldn’t be looked upon as fondly as they are. A great logo alone does not a great brand make.
Your logo can be a beacon of greatness. Your logo can also be a symbol of incompetence. It all depends on how you execute. A great logo for your company, non-profit, or personal brand doesn’t change who you are. It is an important tool, along with your entire visual brand identity, to better communicate who you are. Visuals can attract people to you but, when they get to you, you still have to deliver. Once they answer the call of your beacon, they had better be getting something worthwhile. A great logo isn’t a bandaid. Your brand INCLUDES your visual identity but must be made of more than that. The product and/or service itself must be something people want and come from a non-profit/company/person they trust.
A new restaurant may open up in your city with great visual branding. It draws you in and you decide to give it a try. If your meal is disgusting and the servers are rude, it doesn’t matter how good everything looks. Those great visuals will decrease in value immediately in your eyes. Whenever you see the logo of that restaurant, you will connect those visuals with your disappointing customer experience. This is one reason why re-branding is popular with brands who want to be given a second chance by their target audience. They hope the new logo will be the forging of a new connection.
Establish your brand’s foundation and purpose prior to creating the visual interpretation of your brand. This is why I ask so many questions of potential clients before pencil hits paper and any Adobe program is opened. The “what” and “why” informs the designer so we can properly translate and amplify your personality through the visual medium.