When I think of my favourite brand, the first thing that comes to my mind is not a logo itself, but a certain feeling I have towards this brand.

Logos on their own actually say nothing. While they can be a symbolic representation of a brand and its narrative story built into an organization over time, they can’t tell your customers who you really are unless you build meaning into them.

Think about Rolls- Royce- for me it’s the promise of the status and respect. I don’t care that the two “R’s are enclosed in the rectangular shape, or that its design is inspired by classic Greek and Egyptian art.
What’s more important to me is the promise of an experience that the brand offers to its customers.

Starbucks is a promise about belonging to a community of people with a certain set of values about time, money, ethical sourcing, environment and empowerment.

I don’t admire Starbucks logo, but a brand behind it that stands up to my expectations keeps its promise and delivers it in every interaction.

In a crowded and distracted world, with so many skilful design experts or online $100 per logo designs, the process of creating the identity design has changed.

Every year the design experts are telling us what’s trending and what’s not in the logo design trends. They are setting new standards from straightforward minimalism, more generic to vector shapes instead of images, etc.). As it happens, I come to a simple conclusion.

It’s not so much about ideal pixels involved in creating a logo, but much more about the experience your customers have when they interact with your brand.

If a brand is a promise of an experience your customers have, then a logo acts as a reminder of the brand’s commitment to the customer.

This said, I believe that we still need logos, but they should not be the foundation of a brand.

So next time you’re designing your brand, your logo should be the last thing you’ll do.

Focus on delivering great customer experience, not a fancy logo design, so that after you remove your logo from your product, website your customers will still know it’s you.