• Aric Dohm


Ahhhh…the age old argument between designers and clientele. Well, not really an argument, more of a discussion. “I would like my new logo to have a great view of the ocean in it with a pretty sunset, it has to have a surfer standing on the side of it with a VW van behind the surfer guy and”….on and on and on. Sounds like a really pretty picture doesn’t it, or t-shirt, or painting…or even a store sign, but much too busy to be a logo design. Let’s dig a little further into the company logo, what it really is and what it really does!

The sole purpose of a logo is to identify…that’s it.

When designing a logo, it needs to be simple, it needs to be identifiable, it needs to look good with a single color, and it needs to be easily seen when it’s as big as a billboard or as small as a stamp. I often use the, “Imagine you just walked into a shoe store” analogy to help clients understand what a logo does. You look at the wall of shoes and immediately you know what shoes are Nike, or Adidas or DC. Their logos are so simple, but so very powerful. Just from the initial look, you identified their brand and may remember a feeling you had wearing a pair of shoes that are similar to the ones on the wall…and it may drive you to buy their brand again…and again…and again. You get the picture. That is what you want your logo to do. Set you apart from your competition and create a feeling for the consumer that may be entertaining selecting your brand over the others. Let’s make it easy on them.

A logo is not a piece of art, though other logo designers can appreciate them, a logo is a strategic tool to set you apart from the competition.


When you think of a business, more often than not, their logo is the first thing that pops in your head. FedEx, Apple and Amazon are a few others that have mastered the logo. Logos establish brand recognition and everything else about your business, the look, the feel, the colors you use, the fonts you use usually stems from the logo.


So when you are in the branding, or rebranding process. Just remember when creating your new mark…Is it Identifiable? Can I recognize it on a billboard when I’m driving 65 mph down the interstate? Can people recognize my symbol if it’s on a banner across a football field? If the answer is “No”, might want to get back to the proverbial drawing board.

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