Building Brands through Logos

A logo is an icon or an emblem used by an organisation to convey a message or an idea. The brand is the idea or the set of values that the organisation believes in. They seek to portray this idea to the people – potential clients, employees, and the outside world at large. The brand logo comprises of a graphic representation of what drives the organisation, the values the people in that organisation choose to follow, and what differentiates them from the rest of their competitors. Although there is no monetary value attached to the logo, it is an important part of the organisation's identity and is proudly placed on their products, websites, product manuals, office stationery, print and television ads, business cards, and wherever else there is space they can utilise.

The idea of creating a logo originated in a time when the Earth was ruled by aristocracy and divided into kingdoms. The first logos were probably imprinted on flags and coins denoting affiliation to a certain kingdom. The brand logos however first came with the industrial revolution. With the onset and development of various technologies like typography, photography, and printing, manufacturers started using advertisements to highlight the benefits of using their products. It is believed that the differentiation factor was in the brand logos they used.

Brand logos have to be identifiable, instantly recognised, and should say everything they can about the organisation behind the brand. Or should they? While today's most identifiable and recognised logos belong to companies and political parties and even individuals, there are tens of thousands of logos which are completely unrecognised by the majority of the Earth's population.

There are organisations that believe a logo is everything, and therefore it has to be a perfect representation of their aspirations, beliefs, values, mission, etc. If the logo is good, there is a good chance that the organisation and their products will be well received. In simpler and crisper terms, it is all about the image.

Then there are some who have a different set of beliefs when it comes to brand logos. According to this school of thought, when it comes to designing a logo, the best thing to do is to pass the responsibility to someone else. In the event that one absolutely cannot do that, the safest bet is to pick up a random object and render it on paper as cleanly and simply as possible. Leave it to the organisation to make that logo count for something.

So what is it about logos that attracts so much attention? Well, they are graphics designed specifically to attract attention. The visual element of the logo and the placement of it on the packaging, in the ads and on the rooftops is clearly designed to get maximum viewing time from the eyeballs that are seeking constant bright and shiny objects. This is the basic principle of advertising; which probably explains why most advertising companies make a big fuss when it comes to branding and logos.