Apart from the name of your brand, the most identifiable feature of your brand is your logo. If someone sees your company name for the first time, the next thing they look for is your company’s logo. That is how important a company’s logo is to the brand. It is the most identifiable factor of a company after the name. This is why your logo design has to be perfect. It has to tell a story, and it has to say it the right way. A brand’s logo is unique to the brand and also carries the personality of the brand. 

Brand logo essentials

The design of your company’s logo is so essential that it can determine your company’s growth. There are probably a few logo designs that you have seen, and you cringed afterward. You don’t need to understand how to combine shapes and colors before you react strongly to a logo design that offsets your visual balance. For example for a construction company illustrative graphics may not work with all construction niches especially when used to brand hard hats, trucks, t-shirts or containers. Instead, a simple yet strong construction brand logo design is much preferred.

Logos that are off-kilter or boring are easy to spot, and consciously or not; people would have a negative perception of the company. For example, the GAP logo and the Uber logo redesigns which received much lash backs from the public. This further highlights the importance of a logo to a brand. Your business could have all the potential in the world for growth. If people hate your logo design and start to avoid you, your business can’t grow. All forms of logo designs are supposed to be attractive and not repulsive.

Logo for marketing

An attractive logo design is the first step to promoting and marketing your brand. It helps to create a brand identity, recognition, and awareness. Your logo could present your brand before your target audience without much stress. But if you have a weak and unattractive logo, you miss out on all of this, and your business will stop to grow.

Your logo is limiting business growth when…

In case you are still wondering how your logo can limit your business growth, let me simplify it. Your logo is meant to help pull people towards your brand. The higher the number of people who know about your brand, the higher the leads that you can generate, and the higher the possibility of conversion. So, if your logo fails to attract people towards your brand, it will limit or deter your business growth. To help you out, here are several reasons why your logo might fail to attract people and restrict the growth of your company:

Complex logo design

You must keep your logo design simple and uncomplicated. That is the best way to make it effective. When you use a logo with too many gradients or too many details, it often translates badly to digital. This is a common problem for companies that were founded a long time before the advent of the digital age experience. The logo might even appear very great in the letterhead. However, when they are included in digital ads or in profile images, they don’t look so good. This is because many of these logos are too complicated.

Photo by NeONBRAND on Unsplash

Many of the designs that are created now have an air of simplicity about them. And this type of logo appears best on the web. If you are designing a logo and it isn’t straightforward, then you aren’t going to go far with it. If you also see that your business is not growing as much as you would expect, you might want to check out your logo design. Check its web properties. If you discover that your logo design is too detailed and hard to decipher on the web, then consider redesigning it.

Old logo design

It is possible for your logo to have been outdated. It might be trendy and attractive at the time you formed your company and created that logo. But trends change over the years. So, your logo might grow stale and outdated and not appeal to people as it used to in the past. It is easy for people to spot an outdated logo even if they know absolutely nothing about designs. There will be some of your design elements such as bubbly text, gradients, italicized fonts that aren’t in style anymore. This will make your logo feel like it is from decades ago.

The truth is that your logo might be iconic, but the creation will depend on the trends and norms at the time of production and the design standards. This is why it can become obsolete or outdated at a point. You must go back to your logo and determine if it needs a new lift.

Your company has evolved

The logo you designed at the foundation of your company fitted perfectly for what your company stood for at the time, probably. However, your company is not likely to be static for too long. You have to grow and evolve with time. This also means that you might introduce new services and products and redefine your company’s mission. There’s also the possibility of mergers and acquisitions. Many things can change in the years since you founded your company. Unfortunately, these changes might render your company’s original logo – which was a perfect fit - irrelevant. This is because your company has grown past the logo, and it no longer fits for what you stand for. Now you need to ask yourself a question: how will your logo design help your company grow when your company has outgrown that same design?


There’s no two ways to it, your logo design is the face and identity of your company, and it is crucial to the kind of perception that people have about your company. The first impression that a customer will have of your company is your logo – you have to make it positive and long-lasting.

Old, complex, and irrelevant designs are due for a redesign. Don’t let your design limit your company’s growth. If you are creating a new design, make sure that it is identifiable and can maintain the integrity of your brand. Your logo must have a modern feel to it if you are going to grow with it.


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Ashley Turner likes to play with words and concepts to appeal to readers. She is a student by day and freelance content writer in her free hours. Her pet parrot Peako is her best friend.