Recently, Beaufair chose a new logo. A great time to reflect on how and why your company should have a good logo. Is it just a picture or is it a good way to convey a message to the target audience? What is a logo? According to VanDale, a logo is a figure used by a company as a mark. One legal definition is that a logo is the intellectual property right: trademark or trade sign of a company, whether protected or not. In general, you can say that a company is first recognized by its logo: the combination of image, text and color is unique to each company. What does a logo do for your business?
- It attracts attention: without a logo, the danger is that you will go into hiding in the gray matter.
- It gives an impression of your company: a logo also reflects a company’s values. A well-crafted logo and corporate identity often reflect a well-organized organization.
- It is the basis for building a brand: a good example is car brands. When someone sees a star, there is an association with it. Mercedes’ success in e.g. motorsports also radiates to its ordinary products. So it also represents a certain value, which can be translated into goodwill, for example.
- With consistent implementation of corporate identity features, such as color and font use, it generates recognition. (If you see, e.g., orange in combination with an airplane, there is a good chance that EasyJet is the first brand that comes to mind).
Why keep up-to-date? Times change, so a logo will also change with the times. 
As an example, see our own logo. Starting with the original logo, we started brainstorming : Does the logo still fit our organization, do we still have the right look etc. etc.? The basics (with accompanying recognition) have actually remained, but have been given a contemporary twist:
- The signature text indicates that we are working more internationally and also clearly states what we are doing.
- The font chosen and its execution convey a self-consciousness: ” bam!…here we are for you!”).
- The multicolor indicates a broadening of activities : not only booth construction, but also interior work, signing and other activities.
How far can you take a logo into the company and into communication? There is a saying “madmen and fools write their names on doors and glasses.” In a sense, the same is true with the implementation of the logo. If your company’s fleet of vehicles and the clothing of your employees have a logo, they will be clearly identifiable as part of your company at all times. So don’t be too modest and use the logo where it can be useful. Design your own logo or have a logo designed? Today we are in the wealth that graphics programs are widely accessible, that there are free logo design programs on the Internet. If you want a logo and corporate identity to fit your business or organization perfectly, consult a professional. They know the trends, delve into the target group and often come up with surprising proposals. Use your own and Internet input as inspiration and basis for a brief, but leave the final design to an experienced graphic designer. Then you are guaranteed to have the best results!