So what is a Logo really?what is a logo

I think it is best to start answering this question by looking at the formal descriptions first. According to Google, a logo is a symbol or other small design adopted by an organization to identify its products, uniform, vehicles, etc. While Wikipedia teaches us that A logo (abbreviation of logotype, from Greek: λόγος logos “word” and τύπος typos “imprint”) is a graphic mark, emblem, or symbol commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark).

Now that we got over the technical part, we can search for the answer to this question by looking at what the logo does. The logo communicates with your clients. It identifies your company in the marketplace and it distinguishes you from your competition.

Well, if it communicates with your clients the first thing you got to make sure is that it communicates the right message. You probably want your clients to thrust you, you want them to know that you are serious and professional. You want them to know you love what you do, and you are the best at doing it. What you definitely want to avoid is to seem unprofessional or outdated. Losing a potential customer’s trust is very easy, and if you don’t want to be taken seriously a sloppy logo is probably the best way to go.

Now, the second thing the logo does is identifying you in the market place. You want your clients, customers or fans to know what your position is in the marketplace. Putting a truck in a logo for a flower delivery service is probably not the best way to go. Yes you are delivering the flowers with the truck, but the client couldn’t care less about your truck. As a matter of fact, your client barely cares about your flowers either. What he really cares about is the emotion he feels when sending flowers to his lover. He wants to love and feel loved. Your logo needs to capitalize on that. You are in the business of delivering emotions — not flowers. Keep that in mind when you are planning to design or re-design your logo.

Thirdly, your logo distinguishes you from your competition. This is probably the most important part if you are trying to make it in an overly saturated market. Selling cigarettes or any sort of consumable products is a hard task. But it really doesn’t have to be that hard if you make the right choices. Designing a logo that distinguishes you from your competition is one of them. You want to stand out and grab attention. The best way to do that is creating contrast.

Contrast can be achieved both with color and with message. For instance if all your competitors are going for really toned down serious colors, trying to the create big shot corporate feel — you go the opposite way brightening up your colors, making them scream for attention. If their message is positive, your message can be avoiding the negative. Ex. They say “If you choose us you’ll be good” You say “If you choose us you won’t get screwed.” That is obviously an exaggerated example, but the point is: Focus on standing out. You don’t want to be just another company in your market. You want to be THE company in your market.

So I believe now we can answer that question more precisely: A logo is a communication tool, with which you evoke emotions in your customers. Evoke the right ones!