Why Are Logos Important For Your Company?

From Amazon to Ziploc and every company in-between, logos acts as the face of a company. Logos, like slogan or celebrity endorsements, is the part of a company that customers connect with and instantly associate with the overall brand. Without getting too technical, there are certain graphics features that can indicate whether a logo is successful or not. To the untrained eye, a logo is just picture identifying a brand, but when you’re creating a company you really have to sit down with your graphics team to brainstorm what you want your brand to convey with its logo. If your startup company is in the middle of creating a logo, or if your already booming business is looking to spruce up their logo, here are a few tips about logo design and what it means for your brand’s identity.


Who is your brand trying to reach?

Before photoshop is opened and color schemes are discussed, every company has to decide who is the target audience for the brand. Should your logo be appealing to millennials? Or are you looking to capture the attention of just parents? Does your logo need to cater to the elderly? Or maybe you just want a logo that’s all-encompassing? Nailing down who your brand is looking to connect with will give you and your graphics team a solid starting point. If a company like Uber intended for their target audience to be older people in their 70s and 80s, they would’ve had to reconsider everything from their font choice to their company name. When creating a logo, your first step is to find your audience and design a logo around what will entice them.

Color & Fonts

As human beings, we respond to things like color and font on a subconscious level. Scientists and doctors have spent years trying to compile an accurate list of color connotations. Although there still may be some debate, it’s widely recognized that red promotes hunger, yellow displays optimism, green embodies peace, blue radiates calm, and purple symbolizes creativity. When picking a color palette for your logo, take the color’s connotation into account. Fonts, like colors, comes with their own meaning, however, there are a handful of fonts that are neutral; those are the fonts you want for your brand. If you’ve ever wondered why companies like American Airlines, Microsoft, Urban Outfitters, or Oral-B have all chosen Helvetica as the font that represents their brand, it’s because it carries no connotation and can work in any context. From tech to toothpaste, Helvetica has been the go-to font for many years. When choosing a font for your company’s logo, find a font that is strong but inoffensive; you want for your brand to add meaning to its font, not the other way around.

Is your logo lasting?

When creating a logo it’s important to ask yourself “Will this logo be as relevant in 10 years as it is today?”. Although logos can be streamlined or transformed, the main elements of the design should be timeless. Timelessness is what makes an iconic logo successful. When we observe major companies like Coca-Cola or Pepsi over the years, the changes made to the logos have been subtle, the overall essence of the original logo still remains. When designing a logo be very deliberate with your choices, makes sure the message you’re trying to convey is succinct, and always be forward thinking.


Logos go far beyond a simple picture, they relay the personality of a brand in a nutshell. Since we see logos every day, we often take the thought behind them for granted. When crafting your logo don’t settle for something that simply looks good as your Instagram icon, attempt to design something that will resonate with the brand and its audience.