In the business landscape, a common misstep involves placing too much emphasis on the logo by trying to make it the linchpin of the company’s identity. In the design process, many embark on a quest for a logo that represents every last service or product the business offers. However, this isn’t necessary.
Many businesses mistakenly prioritize the logo as the crux of their identity. During the design process, there’s often a desire for a logo that encapsulates every facet of the business. However, this doesn’t have to be the case. Not every detail in your logo has to spell everything out for your audience. A brand’s identity extends beyond the logo, incorporating illustrations, graphic elements, typography, colors, and photography, all contributing to its distinct recognition.
Most businesses understand that they couldn’t possibly have an ad with their logo as the main element and expect it to drive sales. Context is paramount. Trying to convey everything through a logo steals the focus from the main message. Some brands seamlessly combine a wordmark and a symbol interchangeably, along with a thoughtful blend of colors, imagery, and typography, resulting in a visually cohesive brand. Take, for instance, SKIMS, a shapewear company founded by Kim Kardashian. The logo is a wordmark with voluptuous letters, and the color palette is a subtle mix of skin tones. Altogether, the SKIMS logo paired with the visual elements helps set the stage for this shapewear company to sell clothing that contours and lifts the body like a second skin.
A logo could never do it alone, so don’t try to force it. Remember, a brand that works resonates with its audience, has elements that harmonize cohesively, can be replicated in marketing and social platforms, and is easily adapted by designers. While anyone can create basic shapes, the uniqueness lies in finding the special elements, imagery, and photography that make it distinctly yours.
Want to create or update your logo? Schedule a 30-minute consultation with Stephen.