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Design your brandDo you just have a cool logo? Or branding that really works?
Many logos look good at first glance. But good looks alone do not make good branding. A strong logo is not just a pretty picture, it acts as a tool for your brand. It should make your company visible – clearly, consistently and credibly, no matter where it appears: on the website, in the social media profile, on products or on a trade fair stand.
If a logo remains legible, recognizable and clear in different situations, it shows that the branding is well thought out – based on a system and not just on personal taste.
1. a logo must be more than just appealing
“Beautiful” is not a benchmark for good branding. A logo should express who you are, not just what you like. It is the visual anchor of your brand – the sign that people associate with you before they read your name. And that’s why it should summarize what your company stands for – visually, concisely and recognizably.
Why is that the case? Studies show: Logos that relate to the offer or brand idea are perceived as more credible and create trust (Luffarelli, Mukesh & Mahmood, Journal of Marketing Research, 2019).
If a logo looks classy but doesn’t match your orientation, target group or corporate personality, it will remain a surface – no matter how cleanly it is designed. Functional design, on the other hand, creates orientation – and that is the real task of branding.
2. a good logo works everywhere
A logo does not live on a white surface, but in everyday life. People encounter it on their smartphones, on packaging, banners, vehicles and business cards.
That is why it must be designed so flexibly that it can be used and recognized in any environment.
Consistent colors, clear shapes and clean proportions reduce the cognitive load when viewing – our brain prefers what is easy to process (Lee & Labroo, Journal of Marketing Research, 2004). Or to put it more simply: what is understandable works better.
Good branding takes these requirements into account right from the start. It creates a system that ensures that the logo works not only in the ideal view, but wherever people come into contact with your brand.
3. the work of branding experts is evident in everyday life
The true quality of a logo is not shown in the design presentation, but in its use. If a logo remains clear even when the space, color or medium changes, this speaks for design expertise and strategic thinking. This is how a logo creates trust – and trust is an important factor for many people when making purchasing decisions.
Of course, style also plays a role. It gives the logo character and recognizability. But style without function remains a facade. Good branding combines both: style and functionality.
To summarize:
A logo is more than just a pretty sign. It is the face of your brand – the thing that people recognize you by before they read your name. If it works in its intended areas of application, remains legible and creates recognition, it fulfills its purpose. Everything else is decoration.
And now?
If you are dissatisfied with your logo in the areas of application required today and are reaching its limits, we will be happy to take a look at it together. An honest look from the outside quickly shows whether your design works – or whether you need to take action.
