Logo
Logo is just a name, symbol. Alone it means nothing. It’s just a placeholder for the brand.
People think they like famous logos. But actually they like companies and what they stand for, not their logos.
Logo design
When a company designs a logo, it needs to be good enough. But not perfect. Logo is not an artwork. It doesn't need to say what company does. Think Apple or Nike.
On app icons and symbols, we use metaphors. We choose closest image that comes to a mind. On a logo, it doesn't matter.
A good logo is simple and legible. If you follow trends, it will die fast. If you try to follow the big guys, no one will see you.
Logo is not brand
Logo is not a brand, but it reminds us about the brand.
When we see the logo, we remember the company and what it stands for. Like when you hear the name of a famous person or a city.
Brand is much more important than the logo. Even if you change the logo, brand stays.
In the Olympics, you remember the hosting city, not the logo created for the event.
Apple’s logo designer is famous. But it’s not him who made the Apple famous. Apple made him famous.
We express ourselves what we buy. We like that the brand is noticed by others. Logo of a strong brand can make us happier.
When the brand is strong, logo is important.