More Than a Mark: Why Logos Still Matter
From the curve of a molded plywood seat to the arc of a stylized checkmark, design has always spoken to something deep in me. As a kid, it was the Eames chair that first pulled me into the world of form and function (made even more popular by the sitcom Frasier in the 1990s). It was the Nike Swoosh, a simple, powerful, and instantly recognizable symbol, that also awakened my fascination with how design intersects with identity.
Logos, at their best, are more than visual shorthand; they’re vessels of memory, emotion, and trust. But in today’s brandscape, with voices shouting for attention across every platform, do logos still hold the same power? This piece is my attempt to explore what makes a logo matter and why getting it right is more than just a design exercise.
Do logos really matter anymore?
Some argue that in an experience-driven, algorithm-fed world, logos have become secondary to customer satisfaction and authenticity. And while it’s true that experience cements brand loyalty, the first impression often starts with a logo.
A great logo offers a sense of familiarity in a sea of noise. It whispers, "You're in the right place," before a single word is read. The golden arches don’t just say “McDonald’s,” they signal reliability, speed, and a specific taste memory. A good logo condenses a brand's identity into a single, recognizable mark, making it easier for audiences to remember, trust, and return.
What should companies consider when designing one?
A logo isn’t just a design. It’s a distillation. It needs to communicate a brand's essence quickly and clearly, while also remaining flexible across digital and physical landscapes.
Key considerations:
Scalability: It has to look just as good on a billboard as on an app icon.
Adaptability: Flat, responsive logos are critical in today’s fluid branding environments.
Colour psychology and type: Are you invoking trust (blue), energy (red), or creativity (purple)? Is your type saying boutique or enterprise?
Cultural resonance: Avoiding visual clichés or accidental symbolism is essential, especially for global brands.
And perhaps most importantly... don’t chase trends. In an effort to modernize, many brands over-correct, swapping personality for minimalism until their identity becomes interchangeable.
What power does a great logo hold?
The best logos don’t just reflect a company, they evoke something greater.
Apple’s bitten apple speaks to curiosity and invention. The WWF panda radiates compassion and conservation without uttering a word. These logos work because they’re emotionally intelligent, and they’re designed not just to be seen, but to be felt.
Great logos invite affiliation. They mark the line between observer and participant. In a world where attention is currency, that’s a powerful thing to own.
What Can We Learn From the Missteps?
When Gap attempted a sudden logo overhaul in 2010, the backlash was swift and visceral. Within six days, they reversed course. Tropicana’s minimalist redesign tanked sales by $30 million before being pulled. Even Airbnb’s controversial “Bélo” sparked memes and criticism, yet ultimately survived and became part of their brand story.
The lesson? Logos aren’t just visual assets; they’re emotional touchstones. Audiences form deep attachments to the marks they trust. Change can feel like betrayal if not handled thoughtfully.
Rebrands aren’t inherently bad, but they must be rooted in authenticity, communicated transparently, and evolve with the audience, not against them.
A few last words
A logo may seem like a small thing, a single graphic in a brand’s universe. But in many ways, it’s the heart of that universe. Logos anchor identity, summon memory, and invite belonging. And in a world where trust is hard-won and loyalty harder still, a good logo doesn’t just decorate, it connects.
For those of us in branding and communications, logos are a reminder...
Design isn’t decoration, it's meaning made visible.
