Even though a logo is an important representation of a business, its real composition is frequently misunderstood. A logo is comprised of three main segments, and these are the colors, the icons and the font, all of which work together to convey a message to your consumer and define your brand. It takes each of these components to deliver the full message.
Perhaps the most common misapprehension among entrepreneurs is that a logo should be appealing to them as individuals. They may even carry that misapprehension into the logo design process, with a personally significant picture in mind as the company logo. Unfortunately that is not actually the function that a logo is meant to perform. Of course, it would be nice if the logo were personally appealing to the business owner and had great significance to them but it is not the real job of the logo and icon.
The Real Purpose of the Icon in a Logo Is To Communicate the Brand Message
However, logos and icons that comprise them can look cool, but their actual purpose is to convey a message to the consumer. This message is told using the various components of the logo including the icon, the font and the colors. Together they can stand out and become associated in the consumer's mind with the product.
None of the icon and log functions has anything to do with appealing to the business owner's tastes but instead is meant to appeal to the consumer.
The logo's icon is a symbol, it could be a drawing or simply an abstract shape such as a square or a circle and together with the other components of a logo, and those of font and color convey a company message about a brand.
The icon can consist of the image that is representational, such as a tree, a house, a leaf or even a handshake. Alternatively, it can consist of the abstract such as the shapes of a triangle a square or a circle.
To go further they two might be layered with an abstract shape such a circle with a tree on top. These visual components help to convey the message of your brand.
Deciding on the Icon That Fits the Brand
In order to decide which icons best tell the story of a brand or a company, the company's message must first be defined. That requires making a list of the most significant points of the product that the consumer would find most interesting or appealing.
If a brand's most appealing aspect is endurance, or perhaps trust, or speed then those might be conveyed by the icon. In order to decide on that though, the business owner should research symbols and their meanings, or engage a logo designer to translate the brand message into an icon and logo.
The Icon's Job Is Never Done
In addition to conveying the brand message in a visually appealing manner, the icon also has several other jobs to do.
- The icon should also be memorable as it will be a visual representation of your business and should be easy to remember for the customer.
- The icon should be visually appealing to the customer and one that you can perhaps tolerate if not love.
- Uniqueness in a logo is important, as it should not be confused with a competitor.
- An icon should be sizeable so that it can look good as a web icon and equally good as a roadside billboard or as a box cover.
- An icon may need redesign years down the road to keep up with the times, but an ageless icon will need only minor changes to remain contemporary and will not be a passing fad that is out of style only a few years down the road.
All of these things are part of the icon and the logos job and if they are done well, they will serve the company for years to come.