Visuals speak volumes and first impressions are everything. For brands, the logo stands as the beacon of a company's identity. Often hailed as the face of the brand identity, when done right it encapsulates the essence of what a company represents in a single, visually compelling mark.

A brand is not a logo, states Marty Neumeier in his famous book the Brand Gap. However, it does play an integral part in the process of creating a brand identity. A logo is not just a symbol; it holds the DNA of the brand. Much like genetic code carries the blueprint for an organism, a logo carries the essence of the entire visual brand identity within its design.

A good logo looks nice. But a great logo represents everything that the brand stands for in a single design. It's a visual summary of the brand's identity, distilling complex narratives, such as the brand positioning, brand personality, mission and vision, all into a simple yet powerful visual cue.

To match this, every color, shape, and font choice is carefully considered to evoke specific emotions and association, creating a fitting impression on the target audience. Granted, we cannot decide what someone will feel when they see a logo, but we can nudge into the right direction. That's what a great logo does.

Next to the meaning that a great logo represents, it's also the foundation for the entire visual brand identity. The font that is used in the logo can be used in headings or body copy. The colors of the logo can pop up in the rest of the identity. Lastly, some details in the shapes of the logo, such as lines, curves or corners can also return other parts of the identity.

Think of a logo as the cornerstone of a building – it provides the foundation upon which the entire structure of the visual brand identity is built. Just as a solid foundation is essential for the stability and longevity of a building, a well-crafted logo sets the tone for the brand's identity and establishes a cohesive visual language across all touchpoints.

Besides that, a good logo serves as a visual shorthand for the brand, making it instantly recognizable amidst a sea of competitors. It becomes the anchor point for brand recall and association, forming a strong connection with consumers on both a conscious and subconscious level.

In essence, a logo is more than just a pretty picture; it's the distilled essence of a brand's identity. It's the visual manifestation of a brand's personality, values, and aspirations. It's building block that provides the foundation for a great brand identity to rise and make its mark in the world. A great logo, in essence, is similar to a block of Lego – seemingly simple on its own but capable of building entire worlds of meaning and significance.

Some of the logo's we did can be found here.