Logo designs are everywhere.

I look around me now, and I can easily count up at least 10 different logos without much effort… they are scattered around us everywhere we go, are embedded in our culture and way of life. They influence our decisions, communicate and represent a company’s values, and are often full of meaning…

But really… what is the purpose of a logo, and why do they matter? This is something graphic designers and business owners really need to understand before working on their brand identity.

Logo design is not art – too many people mistake them for art since logos are a visual object.

Our role as designers is not to design a thing of beauty… and not to design something we or the client personally likes the look of, but instead logo design needs to be treated as a strategic business tool that will allow a company to be identified in the vast world we live in. Of course, a logo can still look good, but that should be a secondary factor when designing a logo. Identification comes first.