Why you don't need a logo

We regularly receive inquiries from start-ups:

“We need a logo.”

Our answer is always the same:

"You don't need a logo. A logo alone is a waste of money. Save yourself the trouble."

If you are an entrepreneur (or want to become one), you should ask yourself a few questions:

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• Will you ever have a business card?

• Will you ever have a flyer?

• Will you ever have a website?

• Will you ever send an invoice to your customers?

• Will you ever send a letter?

• Will you ever have a social media profile for your business?

• Will you ever advertise online?

• Will you ever send a brochure to your customers?

• Will you ever do billboard advertising?

• Will you ever present your company using Power Point slides, for example?

If you answer every single one of these questions with a resounding "no," then you don't need a logo or branding. Then you're best off staying in a dark cave where you don't generate any revenue.

If you answer these (or some of these) questions with at least "yes, maybe someday" , you don't need a logo, but rather a branding including a logo.

You need a corporate design, i.e. a design kit that certainly includes a logo, but also defines exact color codes, fonts and other visual design elements.

• A design kit that can be flexibly applied to everything printed and digital.

• A design kit that is modular enough for everything your entrepreneurial future holds for you.

• A design kit that can grow with your company as needed.

• A design kit that makes it possible to transfer the look and feel of your company to all communication media without exception.

  
  

Then your company will be perceived as trustworthy and reputable, which will have a direct impact on your sales, because there's a direct correlation between good design and increased sales.

+ 32% stronger sales growth

A study shows that companies with good design had 32% stronger sales growth in five years than companies with weak design.

(Source: McKinsey & Company “The Business Value of Design”, October 25, 2018)

+ 228% better results

Over a longer period of ten years, design-savvy companies have even achieved 228% better results than the top companies in the Standard & Poor's 500.

(Source: Design Management Institute, Boston, 2014)

A logo is a symbol.

Branding conveys a feeling.

It is feelings that turn people into customers.