What Must a Logo Convey

The logo is one of the essential elements of a company's image. By looking at it, a person gets an impression of the organization, its objectives, and businesses. Besides, it makes for memorability of the brand, and what is more, it helps the company to stand out among the competitors. The question then arises as to when it's time to create it.

For some reasons, the majority of people think that the logo must convey the company's business in the first place. For example, if you do a car repair business, the logo can't go without cars; if it's agriculture, then ears of rye or at least yellow shades are need; if it's stuff for kids, then a logo without colorful fonts and cartoons is no good at all.However, there's a hidden trick – the logo should not always convey the company's business, but its philosophy and the message the company wants to get across to its customers.

It can be seen from the logos of renowned Ukrainian and foreign companies. For instance, let's look at the famous Nike logo that symbolizes steady motion; one of the Adidas logos represents piles (mountains) of tasks do and goals to reach. We can provide innumerable examples of this kind of logos. The point is that most logos we keep in mind do not directly reflect what a company makes, but they spark off associations related to the particular company and nothing else (the apple with a bite taken out of it, Jaguar, etc).

What are logo design requirements:

1. Memorability. The logo has to sink into the mind of those who look at it.

2. Originality. The company has to stick out to the customers so that they could identify it in the market among tens of competitors.

3. Associative Relations. The logo has to evoke certain associations and come into the mind when needed.

4. Flexibility. Even if your company sells business literature and then starts selling lingerie, the good logo shouldn't be a hurdle.

5. Uniqueness. You'd better do without copying someone's ideas and mistakes.

The task is challenging, but nothing is impossible. All you need is a bit of creativity and reflection. You'll make it :)