A logo is more than just a pretty face, it's a critical aspect of business.
Logos serve as a graphic representation of a brand. Internally, they mirror a company's culture and values, but also serve as a reflection of our times. The most successful logos are unforgettable and become part of our visual identity. As consumers learn to grow and trust a brand, they develop a positive response to each encounter with that logo in particular.
When all is said and done, companies tend to forget certain aspects that need to be taken under consideration when working on their logo. Typography, balance, timelessness - among many other aspects - are all factors that play an integral part in the process of brand-building. But before we dive into the nuances involved in the development of our brand narrative, we must not forget one integral aspect: design.
As Naz Riahi puts it: "A great logo doesn't tell the story of your brand; it's a design decision. An important one that tells the consumer more about the aesthetic of your brand and its voice than its culture and its values."
So what factors should we bear in mind when working on a logo?