Defining the Logo's Goal: Strategy Before Design

What is the meaning of “Goal” in Logo Design?

Simply put, the logo’s goal must be predetermined. That is, with what objective and for whom is the logo being designed?

Logo design is slowly gaining ground among various societies and segments. Even in countries like Iran, we see today that individuals, business owners, and brands have realized the importance of the logo and are utilizing it. But does “logo” merely mean a beautiful design? If so, what about the strategic function and performance of the logo?

A logo is designed to ultimately: gather a group of people—whether they are called the audience, customers, or brand loyalists (in terms of mental allegiance or consistent purchasing)—around itself.

This cannot be achieved without considering the various dimensions and having a comprehensive understanding of these individuals, their conditions, and their tastes. Furthermore, even before this stage, you need to know what objective you are fundamentally pursuing in creating this mental image through the logo. This is the definition of the logo’s goal.

The Three Core Components of the Logo’s Communication

Imagine you are sending a message.

What can be defined in a very simple and basic way is divided into three sections:

1. The Sender (You)

2. The Message (Which is contained within the logo)

3. The Receiver (The audience, the customer)

1. The Sender of the Logo Message (Source):

This category includes you, your management team, your managed organization, the product you manufacture, your production line and hardware capabilities, your personnel, and everything that belongs to your brand.

You had better accept the reality that, except in some cases (like a fully automatic production line) which have promotional aspects, what falls into this category is neither seen by the customer nor holds much importance for them. So, it is best to get a summary of all your assets and transfer it to the next stage as the message you want to communicate from within the organization to the outside! The process of defining the logo’s goal begins at this stage.

2. The Logo Message:

The message in logo design is the specific, predetermined definitions that you have well-evaluated and analyzed to convey a realistic yet appealing image to the logo’s target audience.

The logo is at your service to carry whatever you want to send to the customer. The responsibility for that message being good or bad, professional or unprofessional, rests with you.

Just remember: the text and carrier of the message are always a sign of the sender’s character. Therefore, be meticulous both in the essence of the message and in its carrier (i.e., the form and beauty of the logo).

The logo message is the cargo that you have beautifully and dazzlingly packaged to be delivered to your customer at the specified destination using the logo automobile!

3. The Logo’s Target Audience (Destination):

The final stage of sending these messages and all the efforts you have undertaken is here, with the people to whom you present the logo. If you haven’t properly recognized their demanding nature and modern tastes, they will quickly send the package back to your address!

These individuals must understand you and be attracted to the logo’s message and goal. This is not possible without sufficient knowledge of them. Perhaps the most important stage in defining the logo’s goal is understanding the spectrum of its final audience.