If you look on Wikipedia, it will give you a definition along the lines of a logo: a symbol, sign or emblem, so that is the definition of a
logo. We need to talk about it a little more than that. If we went back in time, we would see our ancestors
using symbols.
Why have logos mattered for thousands of years?
By using symbols they communicated messages, concepts, ideas and thoughts when they had no written languages, and perhaps not even
verbal communication, so symbols were important. Fast-forward to today and we still use symbols to convey
concepts, ideas and thoughts, but today we call them logos.
Why is a logo important for organisations?
Logos are designed to identify organisations, businesses or groups and help build identity within or around those
organisations, but they are not the identity itself. The broader identity surrounding an organisation is known as its brand, and the logo is the tip of
the iceberg within the brand.
Why do you need a logo?
A logo should be original, memorable and impactful. It should stand out: there are millions of logos, and you need your own. Whether you already have one or want it to stand out from competitors, it must be carefully designed and cover all the basics. The logo is what most people — the general public — will use to identify a brand.
How else does it help organisations?
People see a logo and it immediately triggers a thought or feeling about the brand, especially with larger brands. A study involving children aged two, three and four found that they could readily identify and name brands from logos before
they could even read or write. That is the power of a logo and well-used symbols.
Can we agree?
You will see logos on many things: business cards, letters, vehicles, advertisements, websites and social media platforms, to name just a few. You see logos everywhere. For this reason, logos also need to be adaptable: they must work at 16 pixels in a web browser’s address bar. They also need to be recognisable ten metres tall or ten metres wide on the side of a billboard. As you can see, logos are important, and logos are essentially symbols that convey the message of the wider brand.