Before starting any custom design project, we first help our clients articulate their core values and key messages. In some cases, that results in our clients wanting to reevaluate their company logo.
A great logo is not designed merely to look pretty; it is a symbol of your values and what you stand for. A good logo designer may spend dozens of hours understanding your beliefs, values and messaging before ever starting to put ideas down on paper.
Simon Sinek said it well in his book, Start with Why:
Symbols help us make tangible that which is intangible. And the only reason symbols have meaning is because we infuse them with meaning. That meaning lives in our minds, not in the item itself. Only when the purpose, cause or belief is clear can a symbol command great power.
Most companies have logos, but few have been able to convert those logos into meaningful symbols. Because most companies are bad at communicating what they believe, so it follows that most logos are devoid of any meaning. At best they serve as icons to identify a company and its products. A symbol cannot have any deep meaning until we know WHY it exists in terms bigger than simply to identify the company. Without clarity of WHY, a logo is just a logo….
Most companies have logos, but few have been able to convert those logos into meaningful symbols. Because most companies are bad at communicating what they believe, so it follows that most logos are devoid of any meaning. At best they serve as icons to identify a company and its products. A symbol cannot have any deep meaning until we know WHY it exists in terms bigger than simply to identify the company. Without clarity of WHY, a logo is just a logo….
Take a moment to reconnect with what your logo was designed to mean. Perhaps that will put an extra sparkle in your day!
To your success!
Leave a Reply