Does a brand need a logo?


The instantaneous reaction to the word ‘brand’ cultures up a logo, a symbol which is recognisable for that company. It is an image or shape that becomes memorable (as long as there is sufficient awareness) and resonates with its customer base to stimulate recognition and acts as its identification.

But logos aren’t always symbols, quite a lot are comprised of words, usually the name of the company. This collection of letters, combined with the font and colour used, become the symbolic recognition point, and in some cases the font and colour themselves are protected, as for the BBC and Oxfam respectively.

And then there is the absence of a logo, when the verbal rendition of the name is relied upon to conjure up recognition of the brand. Remember a brand is also a promise of excellent customer service and quality of product, so the mere mention of a brand’s name should result in immediate expectation from that particular target market. To go a step further, blind people can’t recognise symbols, so they have to rely on reputation and referrals to make their decisions.

Another example of brands without logos could be celebrities. They depend on their appearance and performance to command appropriate recognition, so supposedly their faces or whatever they do becomes their brand. In this case it is their relationship with their customers that needs to be cultivated in order to perpetuate their brand.

And finally search engines don’t depend on logos to promote and elevate a company’s brand, as spiders cannot read images. They rely solely on carefully optimised words within whatever digital medium the business uses to bring themselves to their customers’ attention.


One Response

  1. As with all things in branding, the need for a logo depends heavily on who you are trying to reach. However, there is a need to cover all the senses when expressing a brand and the logo tends to be the default direction when dealing with the visual aspects.

    This is why celebrities have it easy. Their face is the visual expression of their brand. Corporations don’t always have that kind of luxury so the look elsewhere. Not to say that a logo in the traditional sense is an absolute need, but the function is immediate and requires less abstract thought.

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