The right logo for startups
To say that every new company needs a logo should sound like a cliché, but to say that every new company needs a proper logo, I think is appropriate. Why? Because a logo is a summary of your business. But before we venture further, let’s define the term logo.
What is a logo?
A logo is a portrait of a company or organization. Now we have to understand that the term portrait is not literal because the logo is only a representation of the company and not the company itself. While the logo may not be the business, the logo is an embodiment of the business. The logo signifies the presence of an organization and therefore carries with it the business environment.
In a conference, for example, the logo says hey, this business occupies a space here. Therefore, the logo is like the substitute of a son for the father or the mother. Consequently, the logo can be considered the face of the organization and a symbol of honor. With this understanding, let’s see how logos are rendered.
I have no doubt that you have some knowledge in this area, as there are logos everywhere these days. What I hope to accomplish, however, is to add a bit of depth and insight to your understanding so that you can make an informed decision when choosing or commissioning a logo for your company or organization. And if I can do this, my goal here would be achieved.
There are generally three ways to represent logos.
The first on our list is by image in the form of a symbol or icon. This is very common today because we see examples of organizations like Apple and Nike using them. Therefore, one can choose a symbol or image to associate with his vision. Whether the image has a literal relationship to your vision or not may be irrelevant at this point.
Most logos carry taglines, so you hear or see Nike saying “Just do it” or Tesco informing customers that “every detail counts.” The tagline also tells customers what a business means.
The second way logos are designed is through abbreviations and this is also not far from either of us. BBC, KFC, LCC and many more are all around us. We are so used to these types of logos that some of us don’t know what the full meaning of some of these ‘logo abbreviations’ is.
If in doubt, ask someone to tell you what LCC means in the UK. While they may be forgiven for not running a business, the point is to show how good abbreviations are at representing organizations.
If the names Tesco, Argos, or Sainsbury sound familiar, then you’ve already figured out the third way logos are represented. Some companies simply use their names as a logo. And many who choose to represent logos in this way have some type of additional design to embellish or emphasize the logo.
But perhaps something more important than the design itself is that the logo must capture and reflect the values, customs and atmosphere of a company. This reveal may be a bit deep at this point, but stick with me because it leads to a very important point.
The point is that there is a story behind each logo. It is this vision that should inform the logo creation process, and the logo creator should use what I call the pillars of design (to be discussed in another article) to tell that story when creating the logo.
When a logo encapsulates a company’s vision, it not only becomes desirable, it also forces potential customers to react.
By now, I’m sure you’re very clear why your company needs not just a logo, but a proper one that tells your story and sells your vision. Do you have a logo for your startup company?
Also read Best Logo Design Tools for Beginners