Logos are everywhere. From the bitten apple on your phone to the golden arches that signal a quick meal, logos are deeply ingrained in our daily lives. Some are so iconic that they even feature in pub quiz picture rounds!
But, what are logos exactly? And, why are logos important for businesses and brands? In this article, the KIJO team explores the role of logos, their impact on brand identity, and what makes an effective design. Plus, we’ll share the story behind our own brand and new logo.
A logo is a visual mark that represents a brand, company, or organisation. It can take many forms, from simple text to intricate symbols, but its primary purpose is to create a distinctive and recognisable identity.
A logo symbolises a brand’s identity, values, and purpose. It acts as a visual representation of what a company stands for and helps establish recognition and trust with its audience. Fundamentally, logos tell stories and build connections with audiences.
A well-designed logo is the face of a brand. It shapes first impressions and plays a vital role in brand recognition and identity.
There are several reasons as to why logos are important.
A logo is the foundation of a brand’s identity. Through colour, typography, and imagery, it conveys a brand’s values and industry. A law firm, for instance, may use traditional fonts and dark tones to project professionalism, while a children’s brand may opt for bright colours and playful designs.
Logos help brands stick in people’s minds. Studies show that 90% of information processed by the brain is visual, making logos a crucial tool for recognition. An effective logo, like Coca-Cola’s iconic red and white design, can become instantly recognisable worldwide.
In crowded markets, standing out is essential. A distinctive logo helps a brand set itself apart. For example, Google’s colourful, playful wordmark contrasts with the more minimalist logos often seen in the tech industry.
A professionally designed logo signals credibility. In contrast, a poorly designed or outdated logo can raise doubts about the quality of a company’s products or services.
Check out our recent case study on EAST STUFF — a leading provider of premium, bespoke guest amenities for luxury hospitality brands worldwide.
KIJO partnered with them on a full rebrand, including the creation of a new logo. The project showcases how a refreshed identity can transform perception — replacing a dated logo that undermined trust with a modern design that strengthens brand credibility and aligns with EAST STUFF’s high-end image.
Related Read: The East Stuff Case Study
Logos can evoke emotions — nostalgia, trust, excitement — helping brands build deeper connections with their audience. Over time, these associations strengthen customer loyalty.
The most important part of a logo depends on the brand and its goals, but generally, these key elements are crucial:
The best logos are straightforward yet effective. Think of Nike’s swoosh or Apple’s bitten apple — both are minimalistic yet instantly recognisable.
A logo should work across different mediums, from business cards to billboards, while maintaining its clarity and impact.
Related Read: KIJO’S Brand Guide 101 – What To Include in Your Brand Guidelines
A strong logo leaves a lasting impression. Simple yet unique designs are easier to recall and recognise.
Trends change, but a well-designed logo remains effective for years. The Coca-Cola logo, for example, has stood the test of time since 1887.
A logo should align with a brand’s identity and audience. For instance, an eco-friendly brand might use natural colours and imagery to reflect sustainability.
Many great logos contain hidden elements that add depth. The FedEx logo, for example, has a hidden arrow between the ‘E’ and ‘x’, symbolising speed and precision.
In 2023, KIJO underwent a rebrand, including a new logo that reflects our mission and heritage. Our founders, Kirk and Jordan Thompson, drew inspiration from their Irish roots, incorporating a four-leaf clover into the design. The logo also subtly represents a butterfly (symbolising transformation) and a plant (signifying growth).
We aimed to create a logo that is simple, timeless, and distinctive — qualities essential for a successful brand identity.
A logo is more than just a visual mark — it’s a crucial branding tool that defines identity, fosters recognition, and builds trust. Investing in a professionally designed logo is a strategic move for any business, helping to create a lasting impression and set a brand apart from the competition.
If you’re looking to refine your brand identity, the KIJO team is here to help. Contact us today to discuss how we can elevate your branding with expert design.
Need expert guidance on your next digital project? Book a complimentary, 30-minute consultation with our Head of Partnerships & Co-Founder, Kirk Thompson. During your call, we’ll review your brand’s current performance, discuss your goals, analyse competitor insights, and explore your brand’s potential. Let’s bring your vision to life—book your free consultation via the link below:
