Tastes Differ
Everyone has their own preferences. One person may like a particular logo, while another may find it unsuitable. When judging a logo, we often forget that it is designed for a specific target audience. There is a chance that a logo we dislike simply wasn’t meant for us.
So, what role does a logo play in a brand’s visual identity? How should a logo be designed? And what does it mean for a logo to be appropriate for its target audience?
The Logo in a Brand’s Visual Identity
A logo must capture the spirit of the brand, communicate its USP, and consider who its customers are. To meet the needs of its clients, a brand must evolve, adapting its products and technologies. These changes should also be reflected in the brand’s communication, including its logo.
A brand’s visual identity should reflect the values the brand wants to be associated with and address the needs of both current and future audiences.
It is crucial to avoid designing a logo based on temporary trends, the designer’s personal taste, or the preferences of a decision-maker. Such approaches can dilute the brand, weaken its recognition, and negatively impact its performance.
Logo Design
David Airey, the world-renowned designer, claims that anyone can design a logo, but not everyone can design the right logo. A successful logo is one that meets design guidelines, but to be truly exceptional, it should be simple, enduring, distinctive, memorable, and versatile.
There is no doubt that the best test for a new visual identity is time and customer feedback. Sometimes brands revert to their previous logo if the new one does not resonate. Any ill-considered change can also result in financial losses, which is why the process must be carefully planned and aligned with the company’s strategic objectives.
The creative process behind a brand’s visual identity is well explained by Adam Lis, Creative Director at Papajastudio:
“To create an effective brand image, it is essential to thoroughly understand the company and gain in-depth knowledge about its customers. Design cannot rely solely on the imagination of the designer or client. The strategy for visual communication changes must be based on hard data and concrete needs, which is why the design process should always be preceded by a thorough analysis. This is the only guarantee of success. A good studio or designer can be recognized by the fact that they begin their work with such an analysis.”
A Logo Appropriate for Its Target Audience
Think about the logos of everyday products we choose. Do we like them? Do we identify with them in some way? Do they make a promise to us as customers?
We know that our expectations differ between a toothpaste brand and a chocolate brand. The toothpaste logo should assure us that we are taking proper care of our teeth and inspire trust. The chocolate logo, on the other hand, usually conveys pleasure and enjoyment.
So, does a logo need to be liked? It certainly should not be ugly or evoke negative feelings. But more important than liking it is whether the logo fulfills its function – reflecting the brand’s strategy and spirit, and meeting consumer needs.
Adam Lis adds:
“A brand’s logo should be evaluated through the lens of its image, recognizability, and the relationships it builds with clients. Taste can be misleading. A logo must be appropriate for its target audience and properly decoded by them. Even if we personally do not belong to that audience, the logo should still be well-designed.”
