Logos, logo design and business identity

Our everyday life, even if we sometimes don't notice it, is surrounded by all kinds of logos. We see them on TV, computer or smartphone screens, we pass them on the streets on our way to work, we encounter them when we open our fridge and choose what to cook for dinner. Every logo we see "talks" to us – it conveys a message about the brand, its quality and values. A logo becomes an inseparable part of business identity, which is why the process of creating one is not only a responsible but also a complex task. A well-designed logo grabs attention, evokes emotions and sends a message to the consumer – this product or service is worth choosing. OWEXX believes that a logo must be clear, distinctive and memorable, and that successful logo design is an inseparable part of developing a business's image.

Why are logos so important?

Long-standing experience in marketing shows that a good logo is a major investment in the success of a business being built or renewed. Logos are a powerful marketing tool. They are an important means of successful communication with the consumer, yet there are times when, starting a business, many don't stop to think how important a brand's logo is and leave this work until the last minute. Logo design as part of creating or refreshing a brand can often be pushed aside, with little time and other resources devoted to it. Still, failing to appreciate the importance of a logo is a big mistake.

A logo is an inseparable part of business success. It grabs attention, creates the first impression, is a memorable mark that sets you apart from competitors, and helps build consumer loyalty and increase trust in the brand. Think about what first comes to mind when you recall such famous brands as "Google"? Most likely, the name written in blue, red, yellow and green letters. And when you think of "Apple"? We'd guess a minimalist bitten apple. A logo becomes an inseparable part of brand identity, creating a story and a connection with the consumer.

If you still think a logo isn't important or that its significance is overstated, it's worth remembering how much discussion and outrage the changing of a well-known brand's logo – and often its entire image – causes. For example, a great example would be the refresh of the "Formula 1" racing logo. Although this globally well-known brand changed its logo several times over its long history, perhaps the most attention went to the case when, during a renewal campaign, the logo that had represented the races from 1994 to 2017 was changed. This change sparked heated debate in the public sphere, and "Formula 1" drivers also weighed in (in favour of the old logo, by the way). The logo was such an inseparable part of the races, etched into the memory of fans, participants and even those not particularly interested in racing, that changing it seemed to alter the entire image of the races and established traditions. At the time, in an interview with motorsport.com, the "Formula 1" commercial director said it was a very difficult decision – considered and long coordinated, because, in his view, the old logo was "outdated" and did not reflect the future of the races.

What does this example show? First, consumers' attachment to a well-known logo – it becomes an inseparable part of the brand, and any changes become significant and often even unwelcome. Second, this case shows that a logo is extremely important to business managers themselves – when seeking renewal, after a change of leadership, a change of direction or to reshape the image, a brand's logo becomes an almost pivotal part of the changes, without whose (re)creation change and renewal seem unimaginable.

Consumers like consistency and a coherent, well-known brand image. It's good for them to know what to expect from a brand, what its values are and that it can be trusted. A logo helps achieve this. A well-recognised, memorable logo implies reliability, consistency and quality.

Logo design – both science and art

According to OWEXX specialists, logo design is probably one of the most complex and most underrated areas of graphic design. Behind every successful and memorable logo that sees the light of day lie countless logo variations left in drafts, long working hours and constant communication with the client in order to meet their expectations.

The question often arises: what is the price of a logo? After all, there are free apps and programs that you can use to create your company's logo yourself. But it all comes down to the originality, memorability and quality of the logo. A logo is a long-term investment. It is the creation not only of a graphic image but also of a business's face. Creating a high-quality, long-lasting logo is a process that requires professional knowledge, creativity and experience. During it, OWEXX professionals not only draw the graphic image that the brand's customers see and recognise, but also apply the knowledge gained through years of experience, take care of the client and listen to their opinion and needs, and guarantee that the logo will be original, attractive and easy to remember and, of course, will reflect the brand, the business idea and, where necessary, will be easy to modify.

So what should a logo be like? There is probably no single answer that suits everyone. Like every business, every product or service, every brand has its own goals and values and creates a unique image, so logos and corporate identity in general differ too. Yet logo design is not only creativity and art and freedom of imagination – it also requires science and an understanding of marketing subtleties. Professional logo designers, with years of experience behind them, apply certain standards to a successful logo, take trends into account and consider the technical aspects that determine success.

Think about the most famous brands known throughout the world. Their logos are recognisable in an instant. „Nike“, „Chanel“, „McDonalds“, „Amazon“, the aforementioned „Apple“ and others. What feature unites all these logos? It is a minimalist, memorable design that, once seen, leaves us in no doubt as to which brand it represents. Logos can be of abstract design, where colour can play the main role in terms of recognisability. A logo can consist of a name or an abbreviation of a name; a name or abbreviation together with a graphic image, or just a graphic element. A logo can be created as a monogram, for example, the „HBO“ or „IBM“ logos. There are endless options for what a logo can be – the most important thing is that it is easy to remember and reflects the story, values and distinctive features you want to convey.

Logos created by OWEXX – quality and listening to the client's story

A logo must be attractive, original and easy for users to remember. But that is not the only important thing. Logos must represent the company, and for that to happen, the logo must reflect the business idea, values and goal – only such a logo will become an integral part of the business. Creating a logo takes a lot of time, not only creative effort but also graphic design knowledge and the ability to work with programs professionally. The large time input, the wealth of knowledge and creativity – it all becomes much simpler when you entrust the logo design process to professionals.

If you do not want to leave logo design as a side job and turn to professionals, various questions may arise. Some of the most common are: how long does it take to create a logo and what is the cost of logo design? According to OWEXX specialists, logo design can usually take from two weeks to several months, depending on the specific situation, and the deadline is, of course, always agreed with the client. When creating a logo, OWEXX provides the client with at least four logo variations, from which they can choose the one they like best, discuss them and give feedback. And the final version, once agreed with the client, is prepared for use straight away.

Logo design often goes hand in hand with naming, and sometimes with creating the entire brand. A company's name is also a very important step for successful business development – the sound and memorability of the name can determine the recognisability and fame of the business. Therefore, this part of building a business, like the logo, is best entrusted to professionals, and OWEXX, which has created more than one well-known name, strives to meet the client's expectations in full.

Sometimes those creating or refreshing their business image worry that they will not like the logo that is created, or perhaps will not find one at all that perfectly represents their business idea. But OWEXX specialists reassure – listening to the client's expectations and wishes, the history of their business and brand, and years of experience make it possible to create logo designs that clients usually like straight away and that delight them for many years. At OWEXX, all problems or issues are resolved professionally, listening to feedback and striving for what matters most – optimal work costs, quality and satisfied clients.