What does everyone else think? I used to try and force any logo that I designed to have some kind of abstract meaning behind it, and I look back now and feel like it sometimes hindered the result by me having that approach.
These days I feel more like — if it can have some kind of meaning behind it then great… otherwise it’s fine to have a logo that simply feels ‘right’ for the brand, and has an appropriate look that will appeal to the target audience etc.
So I suppose you’d be designing a logo concept, but one that isn’t ‘conceptual’
Tone of voice, for me, is one of the principal governing factors. However, clever ideas, as long as they are not ego-driven can still go a long way to getting an intended audience on side.
I agree with that. I also think it’s important for a logo to serve as the starting point for an appropriate and memorable visual brand identity that suggests and embodies the organization’s core values and personality.
Too much emphasis is placed on logos being stand-alone symbols consisting of visual cleverness, hidden meanings, surprises, and layers of hidden metaphors that tickle the owner’s fancy.
I’m not saying a logo shouldn’t be clever or have hidden meanings; great logos often have these qualities. Instead, I’m saying the importance of these qualities is typically overemphasized by designers and clients at the expense of what matters even more.
There’s a lot of considerations to take into account when designing a logo and determininig what’s appropriate, but I don’t think it necessarily needs to have a specific meaning behind it, I think the it’s more important that it feels right (and that it adheres to the basic logo design principles).
Like everything in design, it depends on the client, audience, and brief. I live by the principle that everything in a design needs to have earned its place by serving a purpose. Sometimes that purpose is to convey deeper meaning, and sometimes it’s just to look cool and attract an audience. I certainly try to create designs with depth and symbolism, but it’s not my end goal.
They don’t have to have a meaning, but they should be purposeful. Don’t throw a bunch of crap at a wall, see what sticks, and try to justify poor design by saying “it doesn’t have to have meaning.” (Not saying you are doing that, just making a point.)
Personally, I’ve seen logos that have a hidden meaning behind them perform much better with loyal audiences that have some kind of “emotional attachment” with the brand - if that makes sense…
Like, I remember reading a post on the meaning of the BTS logo (the Kpop band) and saw it pop up on Pinterest a few times. When I read the comments everyone was head over heels of what the logo meant and made them value the band more - at least that’s how I saw it
But, if you’re trying to squeeze in a hidden meaning to try and be clever even when it doesn’t make sense - like trying to symbolizing a plunger for a plumbing logo when you turn it upside down or something like that - I don’t think that really matters.
For that I’d say your thinking:
These days I feel more like — if it can have some kind of meaning behind it then great… otherwise it’s fine to have a logo that simply feels ‘right’ for the brand, and has an appropriate look that will appeal to the target audience etc.
