A logo is for… identification

A logo identifies a company or product via the use of a mark, symbol or signature. A logo does not sell the company and only rarely does it describe a company.

Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identify, not to explain. A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message. In a nutshell, what a logo means is more important than what it looks like.

Think of logos like people. We identify ourselves by our names – Leilani, Jill, Dan – rather than by the description of ourselves such as “the guy who always wears yellow and has super powers”. In the same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognizable and memorable. Whether you need to refresh your logo or are just starting out, we can help you.

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