Creating a Logo That Lasts

Creating a Logo That Lasts

A great logo leaves a strong impression in the here and now, but also evolves over time. As they experience growth and inevitable changes in the market, great brands react, updating their visuals to keep things fresh and relevant. Most of the time, that begins with the logo. 

Think of your brand as a series of touch points that encompass every transaction, every encounter you and your employees have every day, both inside and outside of the company. Your logo is just one of those elements, but it’s a big one. It truly is the “face” of your company, the most ubiquitous and outward facing touch point of all. A truly effective logo works on a subconscious level, turning people’s minds to the unique value of the company it represents. 

Just as our faces, fashions and attitudes change as we age, so should your brand and your logo. While it might seem like a good idea to hitch your logo design wagon to a current trend, keep in mind that what’s trending this week might not be next week. Like a venerable company, an effective logo should be designed to be durable while remaining powerful and flexible enough to evolve. 

This blog from New York-based Tailor Brands shows the progression of some iconic logos over the years, a fun genealogical look at some of the logos we see every day. Check it out here.