Think about a great logo. A truly classic logo. One that everyone knows and admires. Do you have one in mind?
You likely though of Nike or Apple or a company like that. Their logos are perfectly fine, but you thought about them because you admire their brand, not because the logo itself is necessarily great.
You can extend this to other brands like Starbucks, whose logo isn’t particularly good by most standards. It doesn’t matter, because to millions of people Starbucks is a brand that is dearly admired and the logo is a reminder of that.
In the end, that’s what a logo is — a reminder of who you are. Your logo and brand are not about how you look at feel, but they’re about how other people think you look and feel.
Don’t cheap out on your logo, for sure, but don’t think that a “great” logo is going to solve your problems. A great logo will be recognizable, and it will scale well in different situations, and it’ll have a well-thought color palette, but at the end of the day it’s simply going to remind people what your company is already about. Will it be a positive reminder for them?
