Logos are overrated

I’ve spent a lot of time talking about logos for someone who thinks they get too much credit.

A logo matters. It helps people recognize you. It can signal taste, status, or belonging. But it can’t create those things from scratch.

The Apple logo means something because Apple spent decades giving it meaning. Put the same shape on a company nobody cares about and it’s just a piece of fruit.

Founders often want the logo to do the job of the entire brand. It needs to look premium, feel innovative, communicate trust, and somehow explain the product too. That’s a lot to ask of a tiny mark in the corner of a website.

Before obsessing over the mark, get clear on the promise behind it. What does joining your world say about the customer? What do you believe that gives the symbol something to stand for?

A good logo makes a brand easier to recognize. The rest of the brand gives people a reason to recognize it.