What should it do for you?
The logo. “Every other business has one, so I must need one too.” You might be thinking this, but do you know it’s purpose? Do you know why you need one? To build a great visual presence with your branding, it’s important to understand its role in your brand. So let’s start with what it is. A logo can be called many things, but can usually be classified as one of these three: a word mark, a combination mark, or a symbol.
word mark is a logo made up only of letters composing the business name. Typically the letters are stylized either by hand lettering, a custom typeface, or a font that has been modified.
Wordmark Examples
The combination mark makes use of an icon and a word mark. Sometimes businesses will use the full logo or use just one part of the logo on different collateral.
Combination Mark Examples
symbol usually started as a combination mark, but through the practice of time, recognizability, and consistent branding, it becomes recognized across the globe without the need for anything more than the symbol itself.
Symbol Examples

So what does it do? What’s the point of a logo?

Consider this: For a lot of people, your logo is going to be their first interaction with your business. They could see it on a t-shirt, a sticker, packaging, or store front, and when they see it, they are immediately going to judge your business by what they see. You need to utilize this time to build a good and memorable first impression. A logo isn’t just some pretty icon or your business’s name in a fancy font. Your logo is a visual representation of your brand. Think of the logo like the t-shirt you decided to wear today. You picked out that shirt because you like it. It represents your personality by either showing off your favorite band or sports team or an artistic style you prefer. In much the same way, the logo is like a t-shirt your business wears. It shows the personality (or brand) of your business. With that in mind, The main objective of your logo needs to be attracting your target audience. That means focusing on your target audience’s preferences, likes/dislikes, favorite colors, etc. It also means that we must push aside our own likes and dislikes. Just because you like red, does not mean that your target audience does. If your target audience tends to prefer green, guess what? The logo should have green, not red. Small details like this go a long way to understanding your target audience and attracting the right people to your business. Attract more of the right people, the more business you are going to get. For these reasons above is why logos and branding identities shouldn’t be a $5 expense. You should be willing to invest in your visual presence because you want the designer to create a logo that will attract your target audience and communicate your brand. Of course, the more you understand your brand and describe it to your designer, the better your logo will be and the more business you will get out of it. So to help you with that topic, I will cover understanding your brand next week.

Do you have any questions or want to discuss more about your visual identity? Head over to my Contact Page and shoot me a message.

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