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YOU ARE HERE... HOME >> ARTICLES >> The logo can go with the name and the name can become the logo, but... The most common mistake among inexperienced logo designers and among business owners who design their own logos, is that they confuse the function of the business name with the function of the business logo. The business owner often feels the logo should tell prospective customers what he/she sells. If a logo can do that, then that's a bonus, but the primary function of the logo is to stick. It is the most powerful brand building weapon a company has. By far! How do you make it stick? It has to be unique and simple. The business name that goes with the logo should (preferably) tell the customer what it is that this business does. For more help in that department, take a look at Pandecta Magazine's guide to selecting business names. If you already have a business name and it's not very descriptive, don't change it. A good logo designer will be able to integrate a descriptive slogan or tagline into the logo design. |
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