What is the true value of a logo?
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What is the true value of a logo?

When a logo is conceptualised and designed well, it can be your organisation’s most powerful brand asset. It’s the foundation of your corporate identity, a symbol of the business journey that you’re on, and a sign that you understand and appreciate your customers.

What makes a good logo?

Some logos are so well known that we instantly think of the companies they represent, even when there’s no text alongside the image. So, how did these organisations get it so spot on?

There is no simple answer, but here are some guidelines.

Ideally, your logo should aim to be:

  • Distinctive

To make sure your logo clearly sets your brand apart from the competition, it needs to be completely unique. In other words, it shouldn’t remind you of another company’s trademark. To be sure that your logo is one of a kind, it’s essential for your design team to conduct thorough research on the competitive landscape. The last thing you want is to be branded a copycat. But don’t be too cautious. You don’t want your logo to be so plain, unassuming or subtle that it’s difficult to notice in a cluttered marketplace.

“Make it simple, but significant.” – Don Draper

  • Relevant

Your logo represents your brand. It therefore needs to sum up your brand’s unique personality, proposition and values. What does your brand stand for? How do you add value to your customers’ lives? What does your business believe in? It’s important to know the answer to these questions before embarking on your logo design journey. When creating a visual symbol for your brand, you need to know exactly what it is that you want to symbolise.


  • Memorable

You want people to recognise your logo. This means you need to make it as memorable as possible. This could stem from a truly unique design, the inclusion of a meaningful image, or the instantly recognisable colour palette that you use. But typically, the most memorable logos are clean and simple. While you want your logo to stand out, you also don’t want it to be overly complex and bogged down by too many visual elements or too much text. With a logo – less is definitely more.

“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” – Antoine de Saint-Exupéry

  • Well thought out

Even though you want the final product to be clean and simple, you need to start somewhere and then refine or pare back the design. It’s important not to rush the logo design process. The more thought and experimentation that you put in, the better your chances are of landing somewhere that makes complete sense. Take your time to consider your options and use a process of elimination to distil your brand personality down to its essence.


  • Professional

Sometimes, your logo must stand on its own and do all the talking for you. If you want your business to come across as trustworthy, skilled and experienced, it’s important to have a logo that looks and feels professionally designed. It doesn’t have to be corporate – just expertly designed. This sends a message that your products, services or solutions are solid and worth investing in.

Kri8it has experience in designing logos that add value to a wide range of businesses and brands, in industries that run the gamut from extreme sports to financial services.

No matter whether you need to formulate a corporate identity from scratch or need us to polish a logo as your business embarks on a new chapter – we can help you.

Need to formulate a corporate identity from scratch or polish an old logo?


Contact us

Cape Town, South Africa

Tel: +27 21 797 8444
Email: clint@kri8it.com

George, South Africa

Email: francesca@kri8it.com

Dublin, Ireland

Tel: +353 83 317 4599
Email: charl@kri8it.ie


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