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What Story Is Your Business Logo Telling?

Updated on August 19, 2016



To say that every start-up business needs a logo must sound like a cliché but to say every start-up business needs a fitting logo, I think is befitting. Why? Because a logo is a summation of a business. But before venturing further, let’s define the term logo.


A logo is a portrait of a business or an organisation. It is important to understand that the term portrait is not literal. Because the logo is only a representation of the business and not the business itself. While the logo may not be the business, the logo is an embodiment of the business. The logo signifies the presence of an organisation and therefore carries with it the business atmosphere.

In a conference, for instance, the logo says hey, this business occupies a space here. The logo is therefore like the stand-in of a son in place of the father or mother. The logo can consequently be thought of as the face of the organisation and a symbol of honour. With this understanding let’s see how logos are represented.

I have no doubt that you have some knowledge about this area, seeing there are logos everywhere we turn these days. What I, however, rather hope to achieve is to add a little bit of depth and insight to your understanding. This would help in making some informed decision when choosing or commission a logo for your business or organisation. And if I can achieve this, my goal here would be accomplished.


There are usually three ways by which logos are depicted. The first one on our list is via the 'image', in the form of a symbol or icon. This is very common in our days for we see samples from organisations like Apple and Nike using them. Thus, one can choose a symbol or image to associate with the business.

Most logos carry taglines and thus you hear or see Nike saying ‘Just do it” or Tesco informing customers that ‘every little count’. The tagline also tells customers what a business stands for.


The number two way be which logos are designed are via abbreviations. Companies like BBC, KFC, LCC and much more, are all around us. We are so used to these types of logo’s that a number of us don’t know what the full meaning of some of these ‘logo abbreviations’ is.

If in any doubt ask som one to tell you what LCC in UK means. While they may be forgiven because they don’t run a business, or do not necessarily live in the UK, the point is to prove how good abbreviations are in representing organisations.


If the names Tesco, Argos or Sainsbury sounds familiar then you have already cracked the third way by which logos are represented. Some businesses just use their names as the logo. And many who choose to represent logos in this way have some kind of additional design to embellish the logo.


But perhaps something more important than the design itself is that the logo must capture and reflect the values, customs and the atmosphere of a business. This revelation might be a little deep right now but stay with me because it leads to a very important point.

The point is that there is a story behind every logo. It is this vision that must inform the logo creation process. And It is this vision that the logo creator must use to tell that story when creating the logo.

When a logo encapsulates the vision of a business, it does not only become desirable but forces also a reaction from potential clients.

By now I am certain it is clear why a business doesn't just need a logo but need a fitting one. One that tells the businesses story and sells the vision.



What about you?

Do you have a fitting logo?

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