Logo Doesn’t Matter

Posted 24 September By Hanju LeeBrandingNo Comments

Logo Doesn’t Matter

I hope that subject line got your attention, because there are way too many companies out there who have the wrong idea about this. In fact, many of them would finish the sentence:

Your logo doesn’t matter unless it’s BIG!

They think putting their logo on the side of a building will make it significant.

But there is a much more important question that we need to be asking:


If you don’t know the answer to that, it doesn’t matter how huge your logo is. The branding that truly resonates with people has a lot more substance underneath it.

It reminds me of a podcast that we did a while back [Brands are the new human]. We talked about one of the most important questions that will help differentiate your business from anyone else:

“What problem are you solving?”

The more you understand this, the more it drives everything you communicate.

I know we keep coming back to this, but I’ll say it again:

Your brand is not what YOU say it is,
it’s what THEY say it is.

Ask yourself:

  • What do others feel about my company?
  • What do others say my company is about?
  • What problem am I solving for them?

This might sound cheesy, but seriously: once you’re solving problems for your customers, your logo size will increase in the place that matters most: IN THEIR HEARTS.

So please, stop trying to make it BIGGER, or prettier, or bolder. Dive deeper into what your company represents. The logo that has a PURPOSE behind it will resonate the most.

Your logo doesn’t really matter – unless it means something.

If you still want to make it bigger, I guess we can help you find a skyscraper. But if you want to MAKE IT MATTER, give us a call, we’d love to work with you.

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