What Your Business Logo Says About You


Have you ever wondered what your business logo really says about your company? Logos play a vital role in your brand identity, acting as an instant visual identification for your business. A good logo has the power to build trust and recognition. In this guide, we take a look at some of the ways that your business logo speaks to prospective customers.

What Message Does Your Business Logo Send?

What sort of message is your business logo sending out? Ultimately, your logo represents your brand. The colours, font and symbols you choose all send out a hidden message to prospective clients. Your overall brand is also represented by your logo, while your story is very often broadcast as well. Here are some of the things that your logo says about your company.

Your brand.

The very first thing that your logo says about you is how seriously you take yourself as a brand. A cheap, hastily thrown-together logo does little to make you seem professional, while a well-designed logo will make you seem as though you are invested in your business. When your logo forms part of your broader brand identity, the message that you send potential clients and investors is that your brand is cohesive, professional and visually appealing.


Your colours.

Your brand colours can also send out a message. Black is often seen as traditional and sophisticated, while blue often indicates security, red indicates boldness, yellow indicates optimism, orange represents cheerfulness, green indicates nature, and purple indicates creativity. It is well worth doing some reading on colours and their associated symbols and meanings. It is also essential that your logo colours are reflective of the colours you use on your website,  brochures,  business cards and other marketing material.

Brand Colour Wheel

Your fonts.

Even the fonts you choose can have hidden meaning. Fonts are divided into three broader categories – serif, san serif and script. Serif fonts such as Times New Roman have a small tail at the end of the stroke. These fonts are thought to be traditional and comforting and are often used by banks, legal firms and corporates who want to establish a reputation built on trust and tradition. San serif fonts such as Arial or Calibri do not have any tails. These fonts are considered to be clean and modern. They are favoured by start-ups, agencies and other industries that want to be perceived as cutting-edge. Script fonts resemble calligraphy, with plenty of flourishes. These fonts are seen as creative and unique. They are often used by businesses in creative, romantic or dramatic industries.


Your symbols.

It’s also worth considering the symbols you use within your logo, along with the colours and fonts you choose. Logo symbols vary from contemporary elements all the way to classic symbols. Some are completely original, while others use recognised icons that can include objects or animals. It is worth doing some research to be sure that a symbol you use is not inadvertently offensive in other cultures or countries. For example, owls are seen as wise in western culture, but in many other cultures, owls are feared. Be careful that your symbols do not end up having a negative hidden meaning, too. Overlapping shapes may end up in a symbol that is far from professional. Strange and misleading symbols are a common theme in many  logo mistakes.

Finally, it is also worth noting that your logo should always be consistent with your story. Symbols, colours and text should reflect your values and uniqueness. Borrowing elements from other logos can end up doing far more harm than good. Instead, make sure that your business logo tells your story in a way that is authentic and real. 


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