In today’s brand-obsessed world, logos are everywhere and, most importantly, many are recognisable. So much so that they often appear in pub quiz picture rounds! From the sleek apple on the back of your phone to the golden arches that beckon you to stop for a quick bite, logos are an integral part of our daily lives. But, what is a logo? Why are logos so crucial for businesses and brands? In this article, the KIJO team explores the essence of a logo and uncover its significance in the modern marketplace. We’ll even tell you the story behind our own!
At its core, a logo is a visual symbol that represents a brand, company, or organisation. It can be composed of text, images, or a combination of both. The primary function of a logo is to create a distinctive mark that is easily recognisable and associated with a particular entity.
Logos come in various forms:
These are logos that consist entirely of text, usually the name of the company, in a specific font or style. Examples include Google, Marks & Spencer (M&S) and Coca-Cola.
These logos are symbols or icons that represent the brand without relying heavily on text. Think of the Nike swoosh or Apple‘s apple.
These are logos that combine text and a symbol or icon, like the Burger King or Adidas logos.
These logos have text inside a symbol or icon, often resembling a badge or seal. The Starbucks one is a good example of an emblem.
A well-designed logo serves as the face of a brand. It’s the first impression that customers encounter, making it a vital tool in establishing brand identity and recognition.
A logo is a cornerstone of a brand’s identity. It encapsulates the essence of a brand in a simple, visual format. Through the use of colours, fonts and symbols, it communicates the brand’s values, personality, and the industry it operates in. For example, a law firm‘s logo might use bold, traditional fonts and colours like navy or black to convey professionalism and trustworthiness. Meanwhile, a children’s toy brand might use bright colours and playful fonts to evoke fun and creativity.
Humans are visual creatures. Did you know that 90% of the information transmitted to the brain is visual? This means we tend to remember images more easily than text. So, a strong logo helps a brand stick in the minds of consumers.
When people see a logo, they instantly recognise the brand it represents. This recognition builds trust over time and can lead to customer loyalty. For example, the simple yet iconic red and white logo of Coca-Cola is recognised worldwide, making it a powerful symbol of the brand‘s global reach.
In a crowded marketplace, standing out is crucial. A unique and memorable logo can set a brand apart from its competitors. It’s a visual shorthand that can convey what makes a brand different. For instance, in the tech industry, where many companies use minimalist logos, Google‘s playful and colourful wordmark sets it apart from other more conservative brands.
A professionally designed logo lends credibility to a brand. It signals to customers that the brand is legitimate and trustworthy. On the flip side, a poorly designed or outdated logo can create a negative impression, leading potential customers to question the quality of the products or services offered.
Read up on our recent case study for EAST STUFF. EAST STUFF is a leading purveyor of the finest bespoke and procured guest amenities for global, luxury hospitality. KIJO worked on their recent rebrand which involved developing and creating a new logo. It’s a great example of the difference between a dated logo that creates a negative impression and one that makes sense to the brand and thus fortifies brand trust and credibility.
Related Read: The East Stuff Case Study
Logos have the power to evoke emotions. Whether it’s nostalgia, excitement, trust, or comfort, a logo can trigger feelings that influence consumer behaviour. Over time, these emotions become associated with the brand itself, making the logo a powerful tool in building long-term customer relationships.
Creating a logo may seem like a straightforward task, but designing a good one — one that effectively represents a brand and resonates with its target audience — requires careful thought and creativity. A good logo is much more than a simple visual mark; it’s a powerful tool that communicates a brand‘s identity, values, and mission. So, what makes a good logo? Here are the key characteristics yours should aspire to be:
One of the most important qualities of a good logo is simplicity. If it’s simple, it is easy to recognise and remember. It should distil the essence of the brand into its most basic form without unnecessary details. Think of the iconic logos we’ve already mentioned; the Nike swoosh or Apple’s bitten apple. Both of these logos are incredibly simple yet instantly recognisable. A simple logo is also versatile, making it easier to reproduce across different mediums and sizes.
A logo needs to be versatile, working across various mediums — from business cards and websites to billboards and social media profiles. If it’s a good one, it will be adaptable, maintaining its integrity and recognisability regardless of where it’s displayed. This versatility ensures consistent branding, which is key to maintaining a strong brand image. While creativity is important, the design should align with what the brand stands for and who it serves.
Related Read: KIJO’S Brand Guide 101 – What To Include in Your Brand Guidelines
A good logo should be memorable, leaving a lasting impression on the viewer. This is also closely tied to simplicity. A logo that is too complex or cluttered can be difficult to remember. Memorability ensures that when customers see the it again, they immediately associate it with the brand. Memorable logos often have a unique design element or an interesting concept that makes them stand out.
Trends come and go, but a good logo should stand the test of time. It should be designed in a way that it doesn’t look outdated a few years down the road. Timeless logos focus on the core aspects of design rather than trendy elements. The Coca-Cola logo, for instance, has remained virtually unchanged since its creation in 1887. However, it continues to be relevant and effective.
A logo should be appropriate for the industry and audience it represents. The design should reflect the brand’s personality and values. While creativity is important, the design should align with what the brand stands for and who it serves. It needs to be relevant to the brand’s mission and vision. This means understanding the brand’s core values and translating them into visual elements that resonate with the intended audience. For example, a logo for an eco-friendly brand might incorporate natural elements like leaves or earthy colours to signify sustainability.
While simplicity is crucial, a good logo often incorporates subtle details that add depth and meaning. These details might not be immediately obvious but can create a deeper connection once noticed. For example, the FedEx logo includes an arrow hidden between the “E” and “x,” symbolising speed and precision. These subtle elements can enhance the logo’s impact and add a layer of thoughtfulness to the design.
In late 2023, KIJO underwent a rebrand, which included creating a new logo. We wanted to share the thought process behind our new one and explain why we chose this design.
Our goal was to design a logo that truly reflects our brand’s mission, purpose, and roots. KIJO is a proud, family-owned business founded by brothers Kirk and Jordan Thompson. The Thompson family also has Irish heritage. Our purpose is to help businesses grow by transforming their websites through design and development.
With these inspirations in mind, we explored several logo concepts. These included the initials “K” and “J,” a butterfly symbolising change and growth, and a four-leaf clover representing KIJO’s Irish heritage and uniqueness.
Ultimately, we combined these elements, focusing primarily on the four-leaf clover. However, the logo also hints at a butterfly and a plant, symbolising the growth and regeneration we bring to our clients and their websites/apps. We made it symmetrical by drawing a vertical line down the centre, representing the company’s founding by two brothers.
Finally, we paired the logo with a logotype that complements the design. The “J” in “KIJO” features customised glyphs, making the font as unique as our brand.
The KIJO logo is distinctive, relevant, contains subtle detail, is simple, timeless and versatile. These are all the qualities that make a good logo and we’re very proud of it.
A logo is a powerful branding tool that plays a crucial role in defining a brand’s identity, fostering recognition, and building trust with consumers.
A well-designed logo is essential for standing out and making a lasting impression. Whether you’re launching a new brand or rebranding an existing one, investing in a thoughtful, professional logo design is one of the smartest moves you can make. It is often the first step in telling your brand‘s story — make sure it’s one that resonates.
If you think your business could do with an expert eye regarding its branding, contact the KIJO team today.
