This Is the Meaning Behind Brand Logos and Their Impact on Business Image

When talking about brand logos and their impact, most people consider them the most important element of a brand’s identity. However, renowned graphic designer Michael Bierut has a different point of view.

He believes that logos are often overrated. According to him, a logo is merely one small part of a brand’s broader image, and its true value isn’t always visible at first glance.

So, what exactly is the meaning behind a logo? Simply put, a logo is the face of a company a symbol that represents its identity, values, and the first impression it gives.

However, just like a human face, not all logos are perceived the same way. Some are loved and become iconic, while others are disliked even turning into symbols of negativity.

A logo must also be visually flexible, able to look appealing both in very small sizes such as mobile icons and in large formats like billboards or building signs. Generally, there are three main types of logos that are widely recognized.

The first type is the wordmark, which is the simplest and most common form. A wordmark uses the company’s name or text itself as the main feature of the logo.

A modern example of a wordmark is Google, with its clean and modern typography that reflects simplicity. Meanwhile, Coca-Cola’s logo showcases a classic and emotional side, deeply rooted in the brand’s long history and cultural heritage.

Although both are text-based, each carries a distinct tone and character through the typography style and color choices used.

The second type is the pictorial logo, or image based logo. This type uses an image or icon that visually represents the brand. Logos like Target, for example, directly illustrate the company’s name through the red circular symbol resembling a bullseye.

Meanwhile, the Lacoste logo a small green crocodile may not directly explain the brand’s name, but it has become a powerful and easily recognizable icon. This type of logo often functions like a visual puzzle or rebus, where the image helps people associate and remember the brand’s name or identity.

The third type is the abstract logo, often considered the pinnacle of creativity in logo design. One of the most famous examples is the Nike Swoosh. Many people assume that this checkmark symbol was iconic from the very beginning, but in reality, it wasn’t.

The design was created by a design student named Carolyn Davidson, who was only paid a small fee for her work at the time.

The founder of Nike initially didn’t even like the design but decided to use it anyway. It took years before the logo truly gained its meaning.

Through brilliant marketing strategies and high-quality products, Nike managed to transform that simple mark into a global symbol of spirit, speed, and achievement. Over time, the meaning of the “Swoosh” was formed not by its shape, but by the story and values embedded within it.

Beyond these three classic types, a new concept has emerged known as the Logo System. Unlike traditional static logos, a logo system allows for limitless variations while maintaining recognizable core elements.

One of the earliest and most popular examples is MTV, whose “M” and “TV” logo constantly changes in color, pattern, and style, yet remains instantly recognizable.

Another modern example is Google Doodles, where the Google logo is frequently modified to celebrate people, events, or causes while still preserving its essential brand identity.

This change has been driven by technological advancement. In the digital era, logos are no longer confined to buildings or business cards. They now appear in email signatures, social media avatars, and even browser favicons. Because of this, logo design must be more dynamic and adaptable across multiple platforms.

The essence of a logo does not lie in its form or color, but in the meaning embedded within it. A logo can be thought of as an empty vessel it’s the company that fills it with values, stories, and emotions.

That’s why debates over new logo designs are often not that relevant. People tend to judge logos as if they were evaluating a diving competition, focusing on the splash they make at the start.

However, in the business world, it’s more like a swimming race what matters is not how big the splash is, but how long the logo can endure and stay relevant.

The story of Nike perfectly illustrates this point. Twelve years after the logo was created, Nike revisited Carolyn Davidson and rewarded her with a ring featuring the Swoosh symbol and shares of Nike stock as a token of appreciation.

When the logo was first designed in 1973, Nike’s stock was worth only $35, and today, it has become an invaluable global icon. In the end, a logo is not just an image—it is a reflection of a long journey, carrying meaning and trust that grow in the minds of those who see it.

That concludes Mangcoding’s article on Brand Logos and Their Impact. We hope this article has been insightful and provided you with new knowledge. If you have any constructive feedback or suggestions, feel free to share them in the comments or reach out via Email and social media.