Logos: What They Are, Why They Are Essential to Business and Where To Start

February 4, 2012 by  Filed under: Branding 

A logo is a symbol or graphic emblem which is a concise, portable and powerful visual communication tool used to represent commercial enterprises, organisations or individuals. The logo is the central part of a broader Visual Identity – an image that helps promote public recognition of who the entity is and what they do.

A logo is usually made up of a combination of a symbol or icon, and some text (eg. The name of the business). When designed by a professional, a logo becomes an asset to the company, and all visual communication is based on the colours, style, fonts and supporting elements uniquely created to represent that company’s character and ethos.

How important is a logo?

The visual identity of your business or organisation is vital. A great logo will give potential clients an impression of the quality, professionalism and trustworthiness of the company.

Can’t I make my logo myself?

Many people just starting out in business think that they will save money by DIY, but in the long run, it may cost a lot more. Engaging a reputable graphic design agency to create your logo will ensure you are provided with a strong and unique visual identity. To have a quality, professionally designed logo from the start will establish your business as being worthwhile to deal with; you will have respect from potential clients, suppliers, competitors and employees. It will also give you a sense of pride in your own business. Your logo will become an invaluable feature of your business for many years.

Where do I start? Logo preparation & the process involved

It is a good idea to put some thought into your logo before you meet with a Graphic Designer. You should consider the following areas:

Identify the ‘character’ of your business

What type of company is it? What do you want people to think about your company when they see your logo? Eg. Professional, friendly, contemporary, etc.


Find some examples of other logos that you like and try to work out what elements appeal to you (eg. Colours, fonts, use of graphics, layout, etc.) Colours and their meanings are very important in the design of a logo. There are lots of websites which help identify the symbolism of colour.

Your design

Some people have very clear ideas of what they want and may present sketches or computer generated concepts to the Graphic Designer. Others may have no idea what they want, or what will ‘work’ for them. Part of the Graphic Designer’s role is to be able to understand what the business is about and create a logo which will uniquely represent it; however, many are also happy to incorporate your ideas if you have some.

What is the process of designing a logo?

After meeting with the client to determine the goals you have for your business logo, the Graphic Designer will research and develop one or more concepts that are uniquely suited to your requirements. These concepts will then be provided to you for your consideration and you will be invited to comment and suggest changes you would like. The process of refining the logo until you are completely happy with the end result may take a few weeks, but it is important to get it right. Once the logo is finalised, the branding process can begin.

Design Sense Graphics & Web provides a complete design service – Graphic design, website design- logos, business branding, stationery, flyers, promotional, printing & more in Kalgoorlie-Boulder, WA. http://www.designsense.net.au

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