With everything you have to do in your business, it can be easy to ask yourself if your company logo really matters all that much.
I mean, you have so much on your plate. You’ve got to get the product right. You’ve got to find customers. You’ve got to pay employees.
Does your logo really make a difference?
In short: Yes.
When it comes to business, a logo functions as a way for customers to recognize and remember you.
And while there’s a lot more to a brand than just the icon you use to represent your company, having a good or bad logo can make the difference between accelerated momentum and constant struggle to be recognized or remembered.
Sure, designing your own logo could be a huge disaster.
And hiring a designer to create your logo can get expensive fast, unless you use AI to design the perfect logo.
But, in the end, you’ll be glad you invested the time and money in this ever-important element of your business.
Today, to inspire you to take action and (finally?) get a logo for your business, I’ve collected quotes about logo design from creatives, experts, and designers who I really admire.
I hope, after reading a few of their thoughts, you’ll see why a logo is so important, and why your brand is so critical to the success of your business.
First, from art director and graphic designer Paul Rand (famous logos include IBM, UPS, ABC, and more). He explains that design becomes an advocate for your brand at all times:
And while design (including your logo) can be a proud ambassador, it’s not a salesman.
Instead, it’s meant to spark in the mind of your customer a positive memory or emotion, which can lead to further positive (and lucrative) interactions with your brand.
What does a logo identify exactly?
Saul Bass, graphic designer and Oscar-winning filmmaker whose work includes timeless logos for brands like Quaker Oats, Girl Scouts of America, United Way, AT&T and others, has this to say:
This is a timely reminder that you have to get both a quality logo design and completely satisfy the customer need and experience to win in business.
One will not live without the other.
But a brand is much more than a logo, as we’re reminded by author and branding expert Marty Neumeier:
Your company’s brand is encapsulated in the quality of your product, the interactions you have with your customers, and how the public sees the work you do.
Keeping your logo simple is often the best way to go. Too complicated can mean too confusing or simply too hard to remember and recognize.
The designer behind the iconic Barack Obama logo explains one more important truth:
Where possible, your logo should tell a story. A short, simple, to-the-point kind of story.
But, beware of going overboard.
Your logo shouldn’t bear the burden of telling the whole story of your company’s history, beliefs, or mission statement.
All it really needs to do is identify your company.
As expert logo designer Sagi Haviv put it:
All in all, your logo will do a lot for your business.
It will help give customers something to which they can attach their positive emotions when interacting with your company.
A logo can help you stand out from the competition by becoming instantly recognizable.
And, a brand logo can impact how much potential customers trust you.
So whether you hire a designer on one of many freelance job sites, opt to design your logo yourself, or use a logo design tool like Tailor Brands to get a professional logo in no time, it doesn’t matter.
But please, make this the year that you finally get a professional logo for your business.
It just might make all the difference.
Preston Lee is a designer and the founder of Millo where he and his team can help you become a freelance graphic designer or start your own graphic design business. He still remembers that magical moment when he first saw the “arrow” in the FedEx logo (and his 9-year-old son just saw it for the first time last week).