Because it grabs attention, makes a strong first impression, is the foundation of your brand identity, is memorable, separates you from the competition, builds brand loyalty and is what your audience expects. Users' viewing and browsing habits should dictate where you place your logo. Following this logo convention, and not violating it, is the best way for a brand to stand out. Jacob Cass is a graphic, logo and web designer from Sydney, Australia, who works as a freelancer in his company Just Creative Design, which also ... More about Jacob ↬ To understand what a logo is, you first need to understand what the main purpose of logos is. The design process should aim to make the logo immediately recognisable, inspiring trust, admiration, loyalty and an implied superiority.
The logo is an aspect of a company's trademark or economic entity, and its shapes, colours, fonts and imagery are often strikingly different from other logos in the same market niche. Paul Rand, one of the world's top designers, states that "a logo is a flag, a signature, a shield, a road sign. A logo does not sell (directly), it identifies. A logo is rarely a description of a company. A logo derives its meaning from the quality of what it symbolises, not the other way around. A logo is less important than the product it stands for; what it represents is more important than how it looks.
The subject of a logo can be almost anything. Probably the best example of a timeless logo is the Coca-Cola logo... compare it to the Pepsi logo below and you can see how effective it can be to create a timeless logo. Although the 70's logo is still a memorable logo, I think they made a pretty good logo during the 90's and mid 2000's as the concept and font were consistent with the 70's logo. Beaulys, at first I thought you were saying that logo design is as easy as drawing in the sand, but after re-reading it, I realised you were referring to the simplicity of logo design: a logo should be simple enough to draw in the sand. I think the Coca Cola logo has changed over the years, maybe not as many times as the Pepsi logo, but it has changed...
Which means that the Coca Cola logo was not so timeless. The Swirl Frozen Yogurt logo leaves no doubt about the product the company sells, while the Noble Pillow logo highlights the company name and communicates that this pillow brand is worthy of royalty. If you have developed your brand message and successfully linked it to your logo, everything you do and create will be associated with the logo and the brand. When thinking about your logo, look at what your main competitors are doing and try to find a slightly more unique theme for your logo. For your new logo to be successful, it should be designed by a professional logo service or designer. When printing a logo on a jacket, avoid placing your logo in the centre, where the zip usually goes.
Anyone starting a business will have received the suggestion to invest in getting a logo, although some people do not realise that having a logo is only the initial step in building a memorable brand identity.