The purpose of a logo is to bring into our minds a set of positive associations for a complex enterprise, product or service which would otherwise remain impersonal and uninteresting. The visual symbolism a designer uses immediately conveys an image that stands out in our minds. These symbols perform the function of improving our recognition and recall of a product or service. Even more, dynamic design can actually serve to improve the image of any and all enterprises.
A company logo is often the first impression a client or customer receives when visiting a company web site or reviewing a brochure. A bad or dated logo will immediately convey that the company is less than first rate, whereas a well designed, contemporary or classic logo will instantly convey a feeling that the company is a very professional operation, possessing state of the art equipment, knowledge and expertise. If a product needs to convey a particular quality, such as beauty or elegance, a good designer can create custom, unique typography that sings “elegance.”
An excellent design must be unique and reflect the quality and tradition of the company it represents. A striking logo is essential to escape the depersonalization and sameness of the avalanche of contemporary consumer products.
A first rate logo design lends confidence to employees, technicians and consumers in such things as company clothing, were it can be utilized effectively in such things as uniforms, golf shirts, caps and T-shirts. They are a short cut in communicating what the company, product or service is all about.
Once a logo design has been created, a good design can last for twenty to thirty years or much longer. This is why most marketing experts readily assert that even a small investment in good design is not only a reasonable business expense, but is also an essential one. Perhaps no other single investment has the proven potential to pay such a positive return.