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Why Do Logos Exist? 5 Purposes of Logo Design

Logo design is the foundation of communication in modern commerce. The exchange of goods and services relies on logo design. Without a logo, a business cannot be known, remembered, or distinguished. 

In our previous post, What is a Logo?, we discussed that the primary purpose of logo design is to identify. In this post, we will further explore the 5 Purposes of Logo Design:

  1. Identification
  2. Establish Brand Recognition
  3. Deliver Your Best First Impression
  4. Distinguish Between Competitors
  5. Communicate Your Values

1. Identification

Logos identify an individual, product, service, or business. This identification communicates origin and ownership. A logo tells people who you are so that they can find you again in the future.

2. Establishing Brand Recognition

Your logo is the face of your company and the foundation for your entire brand. The style, imagery, colors, and typography of your logo determine the aesthetics of everything associated with your company. 

Logo design is the single most powerful tool for remembering a business. An effective logo will be memorable, allowing customers to quickly and easily associate your logo with your business.

3. Delivering Your Best First Impression

Your logo the first thing potential customers will see. It is your first shot to gain the attention of your customers. A professionally designed, meaningful logo enhances your company’s credibility, making you more likely to gain people’s trust, and ultimately their business. 

On the other hand, a poorly designed logo does the opposite and can work against you, deterring potential customers. Your logo exists to attract and impress.

4. Distinguishing Between Competitors

Another purpose of logo design is to provide a distinction between competitors. Distinction is critical in logo design. Without a distinct brand image, there is no reason for customers to choose your company over another. In fact, an indistinct logo may even confuse potential customers if your logo is too similar to that of another business.

5. Communicating Your Values

The colors, shapes, fonts, and imagery used in your logo communicate - directly or subconsciously - your values and mission to the public. For example, blue is one of the most widely used colors in logo design due to its positive psychological associations of trust and experience. Every aspect of your logo speaks for your business and will influence how you will be perceived by customers.


Are there any other purposes of logo design we missed? If so, we'd love to hear from you!

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