Logos are images, texts, shapes, or a combination of the three that depict the name and purpose of a business – to put it simply.
However, a logo can and should be more than a symbol of identification. If designed well, it also tells a company’s story, by conveying your brand message in a way that helps to establish an emotional connection with your target audience.
This vague-yet-nonetheless-inspiring definition can be broken down by the following question:
What Does a Logo Do?
Answer: Most of the heavy lifting.
A logo is important for a number of reasons – mainly being that it:
Makes a great first impression, which invites customers to interact with your brand
Helps you to create a brand identity
Gives your company a symbol through which people can better remember you
Distinguishes you from competitors
Fosters brand loyalty
Colors go way beyond aesthetic appeal – they’re the core communicators of your message. They tell your audience if you’re playful or serious, innovative or wholesome, cutting-edge or timeless and stable.
Your logo color palette can be made up of a single color or several (although we recommend staying within a two- or three-color combination). The colors you pick will later seep into other branding materials you create as well, so choose wisely!