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#everydaycreativebattle 10/365 Your logo is irrelevant.

I’m in the process of working on a couple of logos. I’ve worked and designed a bunch of them. I’ve spent countless hours reading about and researching prominent designers and their thoughts on logo creation. I’ve read countless articles on the importance of logos. I can go on here. The list of logo consideration is seemingly endless: 

  • Iconic 
  • Dynamic
  • Memorable
  • Timeless
  • Simple
  • Well Designed 
  • Well proportioned
  • Trend setting
  • Versatile
  • Scaleable
  • Adaptable
  • Visible
  • Aspirational 
  • Inspirational
  • Etc. 

So why is your logo irrelevant?

For most people their logo is their brand - in fact when people want to start a brand or a company - the first thing really to symbolize that company is the logo. People make t-shirts and other swag and brand it with their newly minted logo to begin spreading the word. (Been there). Here’s the reality: the logo is just a logo - and while a nice logo may grab someone’s attention - they pay attention to the logo - not your brand. If the goal is to build a brand, a recognizable and respectable brand - then your logo is irrelevant. 

Take a look at Apple’s first logo - and tell me if it exudes the same elegance we read from their current logo. And while we’re on the subject - do we like the current apple logo because of their design? Or because we know what their logo represents years of consistent and outstanding product leadership and innovation?

Brands are supposed to be about connection - and people tend to prefer connecting with people. Not logos. So yeah - if you’re trying to create a great brand - your logo is irrelevant. 


This series of content is a small experiment. I pledged to create a piece of content on my site for the next 365 days. You can read the opening post here. The posts aren’t limited to thoughts or ideas, they’re really just a way for me to create original content. If you got any feedback/questions, please reach out. Thanks for looking.