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There’s a misconception that a logo needs to do the heavy lifting of explaining your business. 

That if you’re a photographer, there should be a camera in it. If you’re a chef, a fork. If you’re a writer, a pen. 

It makes sense on the surface, but it’s actually one of the most limiting things you can do to your brand.

The most recognized logos in the world don’t tell you what the company sells. They make you feel something about who they are. And that feeling is what builds loyalty, recognition, and trust over time... not a literal icon of your product or service.

Your logo’s job is to be distinctive, to feel aligned with the brand’s values, and to hold up across every touchpoint. When you try to make your logo do all of that work, it ends up doing none of it well.

The brands that stand the test of time are built around an idea, not an illustration of what they sell. And when the rest of your brand is doing its job (the voice, the visuals, the experience) your logo doesn’t need to explain a thing.

It just needs to be remembered.

Thanks for coming to my TED Talk. What are your thoughts? 

#brandstrategy #branddesigstudio #websitedesign
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