Your logo can't do everything

Have you ever been perplexed when trying to think of a concept for your logo? Maybe you felt it’s not communicating everything that you need it to communicate? Maybe it’s not properly communicating part of your brand values or mission? This is not unusual.?

People often get overwhelmed trying to create the perfect logo. But your logo is not the be all and end all.?

I’ve talked about the functions of a logo already. Let’s explore three things your logo?cannot?do.?

Communicate your brand story?

Your logo can communicate specific messages visually. But it’s just one small icon and collection of words, so it has limits. It cannot communicate your whole brand story. Your brand story is complex, and you need to grant it the space to tell it properly. You therefore need to communicate your story separately, for example, through your website and on social media. It isn’t the job of your logo to tell your whole brand story. Rather, your logo acts as a point of recognition that when anyone sees it, they will instantly recall all those stories and memories they associate with your brand.

Motivate people to buy?

Imagine you went to a?networking event, and you wore a colourful suit. People would remember you because of the way you look. When they talk to you, they will get to know you and your personality, and decide if they like you, want to learn more about you and, ultimately, if they want to work with you. What you say, how you behave, and the personality that you put across will determine whether they want to work with you rather than whether they like your suit.?

In a similar way, your logo can initially attract people to your brand but if it doesn't align with what you say or the values you portray, they will soon look elsewhere. Your logo should support and reinforce the substance and ethos of your brand; you don’t want there to be a disconnect between them.?

Provide the human touch

Your logo cannot patiently listen to your disgruntled customer about their problem in trying to find a product they want on your website. Your logo will not support you in response to a comment on one of your social media posts. Your logo cannot support your customer when they are confused about how your product works.?The fact is your logo cannot replace the people in your company or the interactions they have with you or your employees.

The experience people have with your brand is crucial to brand building. And it’s the people in your business that help to make a big difference here. How do they interact with a new customer? How do they respond to a complaint? How do they react when the customer needs help?

These small interactions add up to create an experience and perception of your brand that they remember. Whilst your logo can help to evoke these memories, it cannot create them. ?

In conclusion, your logo is at the front and centre of your visual brand. It’s one of the first things people will see, so you want it to be attractive and grab their attention. But it’s not the heart of your brand. It’s more like the cherry on top of an amazing cake that is full of substance and flavour.?

Read the full article on my blog, where I talk about these reasons in more depth.