Logo Designs - Misperceived

It is no secret how important a logo is for a company, but I think people are overestimating it, nowadays. Businesses have now associated entirely unrealistic expectations for what their logo can do for their brand and business. A logo is not more than the simple mnemonic that is used to mark products and marketing stuff so that people know whom it belongs to or who is trying to convey something to them.

The logo design itself only enunciates what the brand already broadcasts. The logo cannot create your brand image. It can just refer to it.

Even worse, people believe that the problem of their company will be fixed by redefining their company visually, which is not the case. This has increased the pressure over the designers, as companied expect a logo that tells a story, is visually appealing and set them apart. For me, designers should consider their logo as the first step with which the journey of miles is covered, rather than the last step to success.

So when you’re presented with a newly designed logo, avoid looking at it to see the story. Rather, look at it to make sure that it lacks anything that can visually offend or suggest something entirely different from your company’s brand. When the McDonald’s logo was created, it was not expected to express an entire story, instead people take it as a representation to their business. 

Have trust in the designer and give him the space to utilize what he/she has discovered about your company as well as your ideals to articulate for the rest.