The Functions of Logo Design
We have often spoken and heard about professional logo design, but since it’s not unimaginable that the importance of logo design may still be unclear to many individuals, it is worthwhile to take an overview of logo design and the functions it brings to business owners and brands.
The Functions of Logo Design at a Glance
If we were to summarize the functions of Business logo design in one sentence, we could say that a logo is designed to display a brand effectively and make it memorable.
Undoubtedly, we all see various logo designs in our surroundings daily, but when we encounter an exceptional and professional design, we are instantly drawn to it and become so immersed in its world that the logo design and its message are etched into our memory.
1. The Advertising Function of Logo Design
When it comes to advertising and its impact, the promotional influence of a professional logo is far greater than expensive, unplanned advertising methods.
A fundamental question: Why advertise? The best answer: To be seen!
A professional logo design can play a colossal and major role even in a brand’s simplest and cheapest advertisements, attracting the potential audience.
In all types of advertising methods—including outdoor, internet, electronic, mass media, etc.—if the logo design is executed professionally, that advertisement, possessing a valid identity card and powerful intellectual backing, imparts an unrivaled appeal to the commercial name, presenting it as an authentic and trustworthy brand.
You have probably often seen that a large portion of major companies use only their logo design in their outdoor advertising, or dedicate a larger share of the advertising space to the logo. Nearly all of these brands have a professional and exclusive design. The viewer of the ad, upon seeing the professional logo design, engages in processing its message or receives a favorable feeling from it. Conversely, if the logo design is not executed professionally, the viewer will disregard the design and move on.
Remember that the human mind instinctively and subconsciously receives a favorable feeling when viewing beautiful visual designs (a beautiful mountain, a beautiful person, a beautiful design, etc.).
Therefore: Take professional logo design more seriously!
2. The Graphical Function of Logo Design
The graphical function of logo design means that the logo is executed in such a way that it can be beautifully and suitably placed in various visual spaces (such as business cards, company seals, website headers, and the like). In other words, it should not be cumbersome in various advertisements—for example, for a catalog designer placing the logo in a vertical space, or a website designer using the logo in a horizontal banner.
If the logo design is executed professionally, it can be easily used in various visual applications.
For instance, a standard logo design can be used to create a seal, a trophy, a prominent sign, an animated teaser, and similar outputs, while many logo designs lack this capability. For example, they might be colored in a way that they lose their identity in black and white, cannot be rendered as a 3D sculpture, or become unrecognizable or lose their appeal in very small dimensions.
Other Functions of Logo Design
Here are other functions of logo design in brief:
Building Brand Credibility: One of the functions of professional logo design is that it effectively creates credibility for the authorized brand. Why? Because a professionally executed logo design represents a brand that is authentic and values its identity.
Increased Sales: Another function of professional logo design is its power to influence a company’s sales increase. The Apple brand logo is a perfect example of the relationship between a logo and increased sales. Many people use Apple products simply to carry the Apple logo.
Increased Impact (Dual Effect): Professional logo design simultaneously attracts the audience, carves out a space in their mind, and etches the logo design and its message into the person’s long-term memory. This is “killing two birds with one stone”: seeing, understanding, and remembering a design—and that is excellent!
How Does the Logo Operate?
How does the logo work? In what way does logo design create an impact? Are you familiar with the process and stages of a logo’s operation?
In this article, we will introduce you to the process and stages of a logo’s operation (assuming we have a standard logo design):
Stage 1: Gaze Attraction
In this stage, whether the logo is a separate design on an advertising billboard or one of several logo designs next to it, it has the ability to draw the audience’s gaze toward itself and focus their attention. Using the technical rules of design and graphics, good color coordination, and similar elements are essential requirements at this stage.
Stage 2: Attention Grabbing (Appreciation)
A creative design will successfully pass this stage. Grabbing attention means that after your logo captures the audience’s gaze due to its beauty and uniqueness, it prompts them to admire it. You can be certain that attention has been successfully grabbed if you hear statements like:
“The logo design is very different.”
“The logo conveys the brand concepts well.”
“I have never seen a design in this style before.”
“The logo is very expressive.”
“The logo design holds a sea of concepts.”
…and so on.
Stage 3: Memorability
In this stage, which is the sum result of the positive outcomes of the previous two stages, the logo finds a place for itself in the audience’s mind and is transferred to their long-term memory. Why? Because the logo managed to attract the audience’s gaze and prompt them to investigate. When you pause for a few seconds to contemplate a design, your mind stores it in its database, and if it contains valuable ideas, it will revisit it occasionally later on.