1. A design that conveys the essence of your brand
A logo should deliver an immediate and honest impression of your business philosophy, conveying why your brand is special. A logo that’s based on an authentic brand philosophy will be meaningful and instill confidence in its audience.
So, before you jump into the logo design pool, really get to know your brand. If you haven’t given much thought to brand characteristics or values, now is the time. Building a brand identity your audience can relate to will give you a major advantage as you work your way through the logo design process.
Designing to convey the essence of your brand goes beyond just your brand personality. Develop your logo with your ideal customers in mind. Your understanding of your target audience should heavily influence your approach to logo design.
Author of Designing Brand Identity, Alina Wheeler, has this to say about the Amazon logo, “The arrow doubles as a smile that conveys friendly customer service and it connects the ‘a’ to the ‘z’ because Amazon offers everything A to Z. It’s all there.”
The logo is an excellent representation of the value Amazon provides its customers.