People don’t remember logos — your brand is a feeling.
I’ve been thinking about logos and branding design a lot recently… not surprising, as it’s kind of my job! I’ve known this fact for a while but I often don’t articulate it…
We designers don’t really sell the design. We sell the outcome.
We sell the positive perception that your branded visual identity system creates in the minds of your audience.
I’m reminded of the quote by the amazing Maya Angelou about people not remembering the words that you say, but remembering how you make them feel — and the same is true about logos, brand, and visual identity design.
“People might not remember the details of your logo, but they’ll remember how it makes them feel.”
Below is an example of this. Over 150 people were asked to draw arguably the most famous logo in the world from memory, and it’s incredible how few people actually get it right!
So, am I saying that logos are not important?
Not at all. A well-crafted professional logo can definitely have a huge impact and shape the brand perception in your audience’s mind — for good or bad.
So what I am saying is this:
“Your brand is more than your logo… but it’s still really important.”
Your brand is the feeling you leave behind in people’s hearts and minds after they’ve encountered you.
So, what feeling do you want to create for your audience?
Originally published at www.goodwillstudios.com on November 20, 2020.
