Logo designer beware
Coming from a design background I'm going to say something heretical.
Logos are useless and everyone who design logos for a living had better find something else to do with their time.
The company I use to work had a complicated business to say the least and was not terribly brandable. I believe that most companies are going to be this way going forward. It might even be hard to create a logo for even a sandwich shop, it might seem easy but what would differentiate it from the sandwhich shop down the street?
“What do we do?” is the million dollar question for any company, and one rarely asked. I doubt just a logo can answer that question and more often than not that is what is being asked of a designer in the logo creation process. A good designer will do the research, and create media friendly iconography, and then hope that the company is willing to attempt to make a brand connection to it.
There in lies the challange to companies. Once you engage in the creation of a logo, the willingness to put the full force of the company and it’s people behind the logo to breath life into it.
Posted on Tuesday, July 06, 2010 in Branding • Business • Design • Strategy
