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What is a Logo and Why is it Useful?

Nina De Winter

Logos are part of our everyday life and have become so apparent that their sheer number often remains unnoticed. Today, Casa is here to inform you about what a logo is and how it can be the catalyst to success for your business.

A logo can be defined as an icon or symbol that reflects a business’ brand identity to its target audience. It can be composed of various elements, such as text logotypes, images, or more abstract designs. 

Speaking of brand identity, it is essential to be aware of the difference with brand image. If you’re unsure about how these terms are distinct, feel free to contact us or to check out our blog post that describes this contrast in detail.

When looking back at history, logos have been present for a very long time. Examples can be found in old cave drawings found, which although different from modern logos, also served for recognition. It is as if you leave your mark somewhere.

Since a logo is part of a brand’s overall branding strategy, you should begin with your branding. Casa Media has some tips and tricks to get you started.

As mentioned before, the main purpose of a logo is to visually represent a company’s brand personality so that it can be easily identified by people. However, there is more to a logo than that. Here are its main functions. 

Differentiation from competitors

In the first place, a logo is the perfect way for a business to differentiate itself from competitors. 

As this emblem is usually the first thing people notice about your brand, it is crucial to develop an icon that perfectly describes what your brand stands for and that is easy to distinguish from others. By doing so, you make a strong first impression.

Moreover, it should be a priority to create a logo that immediately conveys your business’ values and desired perception to your target audience. 

If the latter is done well, your brand message is enhanced and your mark allows consumers to know everything about you by simply looking at a symbol. 

For instance, they immediately acknowledge your brand if they see your logo on a bag, cup, or somewhere in the street. That is the best proof of an increased brand awareness as well.

Coca Cola is the ultimate proof of brand differentiation: 94% of the world population recognizes their logo.

Brands going from Nike to Subway have succeeded in standing out from the competition through their logo

Brand connection and loyalty

In addition to the ability to stand out from competitors, logos are also the key to brand connection and loyalty

An identifiable logo can produce a sense of professionalism and trust among customers, which is important in the case of building long-term relationships.

If people are aware of your business’ unique character and they share the same mindset as you, there is instantly a high feeling of connection to your brand

Consequently, your target audience is more likely to purchase from your business, to be a catalyst in positive word-of-mouth marketing, and to remain loyal to your company.

In other words, logos are so powerful that they can lead to increased promotion for your brand. 

All you really have to do is pay attention to the composition of your emblem, whether it reflects your entire brand identity, and how differentiated it is.

Strategic marketing tool

Thirdly, a logo is a powerful asset in your business’ marketing strategy because of its prominent use on various platforms.

You can share your unique emblem through business cards, on your website, in the form of social media content, or on physical packaging. 

As such, your brand will gain visibility, driving more people to your business. Ultimately, there is an increase in new customers and customer retention

At the same time, having an original logo can also sharpen your brand’s credibility, and can encourage audience engagement.

Integrating your logo into brand merch is the perfect way to earn visibility

Logos are versatile and there are different ways to develop one. Have a look at the most common logo components.

To begin with, the color palette you choose can either make it or break it in terms of communicating your brand message to your target audience.

There is a certain logo psychology that you need to understand in order to pick the right colors for your business. Mainly, you need to keep in mind that colors can always be linked to specific emotions, associations, or meanings

Therefore, we recommend you to thoughtfully assess the atmosphere you want your logo to portray, and which impact you want to create. 

After all, it is fundamental to carefully select the right color combination that will represent your business in the best way.

As a rule of thumb, it is good to remember that it is preferable to stay under the 3 color limit for your logo. This way, your icon maintains its professionalism and it is clean.

The latter is crucial, as 60% of consumers avoid a brand that has an unappealing logo.

The black in Adidas’ logo emphasizes the brand’s boldness, power, elegance, mystery, and is used to target a young audience.

Secondly, there is the possibility to integrate an image within your logo. This can go from a shape to a picture of an image: there is no real guide that determines what is allowed and what isn’t.

However, you should keep in mind that it is better to use photos that are related to your brand

For example, you could go for a visual that is connected to the products you sell or that embody one of your company values.

Another aspect to bear in mind the scalability of your graphic. Since you may have to resize the picture, make sure that it is identifiable at all times.

Patagonia’s logo integrates an image of the well-known mountain Monte Fitz Roy, situated in the Southern Patagonian Ice Field.

Furthermore, font-based logos are popular nowadays. These so-called ‘logotypes’ are preferred by many businesses because of the different approaches that can be taken with them.

A typographic logo can be structured however you wish: going from a bold design to something more refined. Yet, the chosen typography should always align with your brand’s values

A little piece of advice from us is therefore to keep your business’ language in mind when deciding on the typography of your logo, and to opt for a font that is in line with it.

To ensure that your logo appears clean, it is recommended to not go for more than three fonts.

The Bars of Montreal logo is an accurate example of a font-based logo. Its elegance and simplicity portray the brand’s identity effortlessly.

Next, a tagline is a sentence that briefly describes your business and that is usually placed under the logo

It gives people that bit of extra information to fully know what your company specialises in and stands for. Nevertheless, it is also used as a catchphrase to capture the audience’s interest and attention.

Having a tagline is not mandatory, but it can be advantageous to raise brand awareness and convey your brand message optimally.

Usually, this sentence contains two to seven words, as you don’t want it to be too long either. 

LG uses the tagline Life’s Good – not only fitting their brand identity, but also the initials of their business.

Integrating other design elements can be beneficial

Finally, there is the possibility to use other design elements related to your business. These can include shapes or patterns.

In this case, the goal is to reinforce your brand message or values by including relevant elements that complement the overall logo design

How to make your logo stand out

Having gained an understanding of what a logo is, what it is used for, and which characteristics it encompasses, let’s shift our focus to how you can create a unique logo.

When mentioning unique, we are referring to a symbol that can be distinguished from competitors. So, which approach should you take to create an outstanding emblem for your business?

We have the answer to that question: take into account the following four points.

Know your audience and their mindset

No matter how you want to design your logo, you should always start with your audience. Be aware of what resonates with their mindset and act in on that.

To make it easy, base your choices on your target group and the context of your business.

Keep your logo easy and professional

Although it can be fun to experiment with your logo, keep it professional

One of the factors that is consistent with the success of your logo is without a doubt readability. If you have a logo that is complicated and people struggle to read, you won’t stand out from the competition.

You should have a logo that can be deciphered in only a few seconds if you want to be remembered and preferred by customers.

Make your logo memorable

The purpose of a logo is to be different from the rest. This is only the case if you do what others don’t – if you develop your logo in a way that others don’t

That is why you should create a distinct logo that people will remember and will be loyal to. You can use industry trends to get inspired, but give it your own touch

Scalability is one of the most important features relating to a logo. 

Your brand’s icon will be placed on various platforms in various sizes, which is why it comes in handy to develop a versatile logo.

Believe me, I know the struggle of trying to edit a logo that can’t be scaled. It is a real pain in the neck and every time it makes me go like…

So, save yourself the frustration and broken laptop, and take into account the importance of having a scalable logo!

As a general guideline, your brand’s logo should be shown on every platform that your business is active on.

Generally, you can find a business’ logo on the following platforms:

  • Company website
  • Promotional materials
  • Business cards
  • Presentations
  • Business communication

Always remember that your logo is one of the easiest ways of self promo. Plus, it is effective. All the more reason to step up your logo game!

Best practices in logo creation

Last but definitely not least, we want to show you some of the best logos out there, and illustrate why they belong to that category

Although there are countless companies with strong brand-defining logos, we have chosen five of our favorites. Get ready to learn!


The number one best practice we can think of is Spotify. Although the brand’s logo is abstract, it is created in such a way that it clearly reflects the brand identity

The three white lines in the green circle represent sound waves, which is highly related to Spotify’s services. Additionally, the lines are curved on purpose to add a touch of brand personality to the logo. 

In other words, Spotify effectively communicates its brand identity and values to its target audience through its flawlessly designed logo. 

Their symbol illustrates that after a thorough assessment, they have managed to find the right visual identity of their corporate culture.


The next one on the list is one that can’t be missed. Not because of its delicious meatballs, but because of its innovative logo

On a serious note, though, I fully recommend IKEA’s Swedish meatballs. If you haven’t tried them yet, this is your sign to do so.

As for the furniture giant’s logo, the color palette is remarkable: blue and yellow do not only reflect the company’s origins, but they also symbolise happiness and trust

Just like 95% of the world’s leading brands, IKEA only uses one or two colors in its logo.

Portraying its brand character and boldness perfectly, the IKEA logo is a benchmark. 


We couldn’t help but talk about the Twitter logo. Sweet and simple, but encompassing all brand facets

The bird shape says enough to describe the function of the platform: a bird tweets and that is what you do on Twitter. 

Additionally, this simplicity has the advantage of demonstrating that this social media platform is easy to use. The symbol is enhanced by its color, which draws people’s attention

Overall, the cocktail of straightforwardness and liveliness makes the Twitter logo an excellent example for others.

Speaking of Twitter, it is a very suitable platform to grow your audience. If you are interesting in exploring it further, feel free to check our tips and tricks on maximizing your Twitter potential.


Moreover, let’s take a look at Amazon’s visual brand character. 

To begin with, the business retrieved its name from the Amazon river, and used this as an outlook for its logo. 

The arrow drawn under the typography was also made intentionally. Firstly, the line is a symbol for the Amazon river.

Secondly, it starts at A and ends at Z to illustrate that the brand sells all types of products you can think of. 

Finally, the curve is in the shape of a smile – depicting that Amazon attaches great importance to customer service and happy customers

We love how Amazon plays with its values and roots to showcase their brand!


Last but not least, let’s briefly touch on BMW’s logo. It is noteworthy because of its famous tagline.

The latter comes from a promotion strategy that was launched in the 70’s, and was created with the intention of giving the public an idea of what BMW cars stand for.

The company’s marketing efforts were so effective that BMW kept the developed slogan and integrated it as their tagline

And this, ladies and gentlemen, is among others how BMW has turned into the prominent car manufacturer it is today. A success worth mentioning.

The most important takeaways

That’s it! You have reached the end of the article.

You now know everything about logos, from the different ways to develop them to how you can use them to boost brand visibility.

Keep in mind that you should always primarily look at your business’ brand identity and how you want it to be perceived by your target group. Don’t go over the top with shapes, colors, and fonts. Remember that sometimes, less is more.

Are you interested in learning more about this subject? Or do you need guidance with developing a new logo for your business? Don’t worry, Casa Media is here to assist you in any of your needs!

Looking for help with logo creation?

Casa to the rescue



19 April 2023


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