The Mission and Purpose of a Brand Mark (Logo and Emblem)
Defining the Role of a Trademark
Trademarks (or brand marks) are the most concise visual representation of a business’s identity, utilizing symbols, typography, or any related and exclusive emblem. While it is not mandatory for logo design to explicitly depict the brand’s exact activity, it is vital that the logo design sweetly and effectively narrates the brand’s story.
The mission of a logo design, in its direct and primary layer, is not to sell the brand’s products immediately. Instead, it fulfills this mission over time by building customer trust and encouraging engagement.
All companies are recognized through their logos. The logo is the first influential factor through which others begin to connect with the company. Therefore, to succeed in captivating the audience, you must pursue the logo design of your company and brand in the most flawless way possible.
In this educational article, we will explore the duty and mission of the logo design:
The Logo as the Face of the Brand
Every human being has a face; the combination of two eyes, a nose, and a mouth results in billions of distinct faces. Similarly, every brand has a visage; by combining designs, fonts, forms, and colors, we can have billions of entirely distinct designs. We analyze human faces in a fraction of a second. If the person is familiar, seeing their face reconstructs a world of memories and judgments in our minds. If we encounter a stranger, their face still triggers pre-judgments in us.
The same principle applies to logo design for brands: when we see a familiar logo from a reputable brand, we instantly trust it. If we encounter a new design, that mark is immediately judged in our minds. The logo presents an image of your brand so that when people see your brand’s logo, they begin to connect with your brand.
Based on this analysis:
As the face of a brand, the logo is responsible for appearing trustworthy and likeable.
As an unwritten rule, the logo is usually used for the quick recall of a specific company’s business or product and for brand recognition among the general public. It is noteworthy that small businesses often rush the logo design process, failing to pay sufficient attention to the appropriate size, placement, and materials used in the design environment, thus severely damaging the visual appeal of their mark.
The Logo as a Visual Guide
Another duty of the logo is to act as a guide, defining the direction for the brand’s other visual elements, including fonts, colors, and the overall form of the company’s advertisements. For example, if a company’s logo is formal, the use of light colors and fancy fonts in other advertising materials will be inappropriate.
Therefore, we can conclude that the logo serves as both the face and the guide for every business. Before you proceed with logo creation, you must first contemplate what your brand’s core message and focal point are, as your logo will build its identity upon this foundation. Remember that the logo must be designed based on the primary message of the brand. What is the fundamental, everlasting idea of your brand? What is your company’s core mission, and for what purpose was this company established?
Strictly avoid combining elements from other logos to arrive at a seemingly new design for your brand, or intentionally making your logo design resemble others. Be mindful that your logo represents your brand; strive to make your logo look unique and distinctive.
A company can use its logo to create a distinguished face among the crowd of other businesses, lead its industry, and be recognized as a powerful and pioneering brand.