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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
If a logo remains legible, recognizable and stable in different situations, this shows: Branding is based on a system – not on personal taste.
We take a closer look at what a good logo really needs to achieve in the article Why good design works – research for branding .
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.
Studies show: Logos that relate to the offer or the brand idea are perceived as more credible and create trust (Luffarelli, Mukesh & Mahmood, Journal of Marketing Research, 2019).
shows what this can look like Petunia Specialty Coffee : Colors, shapes and typography are derived directly from origin and product – not from personal preference.
2. a good logo works everywhere
A logo does not live on a white surface, but in everyday life: on smartphones, packaging, banners, vehicles and business cards.
It must therefore be designed flexibly so that it remains legible and recognizable 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).
A good example is Il Gelato . The branding remains clearly recognizable on ice cream cups, in menus, on variety labels in the display case, on merchandise and much more – and this is precisely where the stability of a visual identity is demonstrated.
3. the work of branding experts is evident in everyday life
The true quality of a logo is not in its presentation, but in its use. If a sign remains clear even though the space, color or medium changes, this speaks for design expertise and strategic thinking.
Style plays a role – it gives character and recognizability. But style without function remains a facade. Good branding combines both: style and functionality.
Conclusion: A logo is not a picture – it is a system
A logo is more than just a pretty sign. It is the face of your brand. If it works in all
And now?
If you are dissatisfied with your logo in today’s areas of application or have reached the limits of , we will take a look at it together. An honest look from the outside quickly shows whether your design is really working – or whether you need to take action.
