Most logos look cool, but truly great logos move beyond appearance and into the realm of action. They inspire the target audience to engage with the company and create a recognizable symbol that acts as the “face” of a brand.
These corporate faces are surprisingly similar to human expressions. Just like we naturally view a smiling person is friendlier than a frowning person, consumers typically perceive a streamlined logo as more welcoming than an overwrought logo.
Potential customers also build their expectations of a brand based on its logo, yet often find the brand’s identity is different than the logo led them to believe. This mismatched branding reflects poorly on the company and can result in lost business.
Since logos constantly tell customers about a company—and customers make decisions based on these messages—it is the designer’s job to create a logo consistent with the brand’s identity. The design team at Company Folders has compiled these 7 essentials of logo design to help ensure your logo is sending all the right messages.