This goofy guy is going to say why a logo isn’t important. See you after the jump.
First of all let’s go over what a logo, branding and identity is.
Logo: Identifies a business in its simplest form via the use of a mark or icon.
Think of the Nike swoosh, McDonald's golden arches or the Apple icon.
Identity: The visual aspects that form part of the overall brand.
Examples would be your business card, letterhead, envelope and, of course, your website.
Brand: The perceived emotional corporate image as a whole.
Think about what Apple has instilled in it's consumers through their marketing and advertising efforts and that will give you a clue as to how consumers can have an emotional tie with a brand. Those long lines for the latest iPhone aren't for nothing.
The doofus is right. The logo isn’t important. What he didn't say is how it’s not important if all you rely on is the logo. If you have a logo design and think "Woo hoo! I'm on my way to international recognition". You’re wrong. The logo is just a part of your overall brand. It serves not to set you apart from your competition, like the Limey explains, but to create recognition; brand awareness. When you see the Nike or Apple logo, you know those brands because these companies had a marketing strategy, of which a logo was a part of. Now it’s ingrained into the international consciousness. Now imagine if they had tried to do that without a logo. Your over-priced NBA star would be endorsing Nike merchandise (on and off the court) without anyone knowing the brand. That doesn't benefit Nike at all.
A logo is entirely important when part of an overall branding strategy.
Also, don’t find a designer who is looking to benefit his or her delusions of grandeur. Find a business savvy designer or boutique design company that will work with a decent budget, brief your company and research what you and your competition do. You shouldn't be paying more than $1200, in my opinion.
Go out there, state how you’ll benefit a client’s business, but make sure you have a logo so they remember your benefits. And by the way, have you heard of this guy, anyway?
Designers, I want to hear what you think. Leave some comments, will ya? Don’t just read and move on. Engage and leave your opinions and knowledge in the comments section. Thanks, Julie!