How you will use your logo determines how it should look

Are you the type of Kenyan who takes great care when dressing up? If so, that means that you understand the importance of how you look to the Kenyan you will meet. You understand that what you wear is designed to reflect who you are as a person. It shows how well prepared you are, how seriously you take the encounter, the person you are meeting and so on.

The wise Kenyan will dress appropriately for various situations and thus communicate an immense amount of information about themselves to the people who they will meet. Dressing right for a business meeting in Nairobi CDB or a hike at some remote Kenyan location. The way they dress will also communicate to the people that will simply see them, even if they have not even speak yet.

I am speaking to how your dress affects the desire others may have to even speak to you. Let us link this understanding to your logo design.

The four key uses of your logo

When having your Kenyan logo designer creating your logo, you must think of how the logo will work on: a. signage, b. packaging, c. stationary and, d: merchandising. I will address these individually covering the differing aspects one must consider to end up with an effective logo design.


This is simply in reference to how effective your logo will be on signage. This is a major consideration for you if you are not in a business that focuses on promoting other business. Examples of such businesses in Kenya are: Magnate Ventures, Pelican Signs, Span Image and their ilk.

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Their logo designs are a crucial element and must stand out simply because their logo is competing against the core product, the advertising space they are selling. This means that by definition, even if you look in the direction of their logo, your eye will be drawn by whatever they are advertising.

The logo designer then must focus all his energies on developing a logo design that is interesting yet uncomplicated, engaging yet non-distracting.

The purpose of this sort of logo is to engrain in the viewer’s mind that the company you need to contact when you need a logo is you. It’s sole purpose is to tell viewers who to call when they need space.


This is more complex because packaging implies a product and a product implies shelves. Shelves imply competition. Read this article about your brand and its real estate position.

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Your logo will not exist alone in the market, even if you are the first person to develop a product such the one you are designing a logo for. Soon someone is bound to copy you and try get in on the game.

This means that when you develop a logo for your company you need to think about how it will work with the products and how much respect it can get you.

The way it works with products speaks to how coherent the packaging design is when your company logo runs with your product logos.

The respect you can get speaks to how much trust you can realistically gain from your logo design. Your product will benefit a great deal if your logo design exudes confidence, quality and value.

The purpose this sort of logo design is to create trust. Create a promise that the products can then deliver on.


This is where most service businesses will fall. I will take a broad definition of stationary (today only) to cover all the collateral that will be produced once the logo design process is complete.

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What you as the customer will be looking for here will be image and character. What image does the logo you have had designed convey? Does it match what you do?

Builders need strong, confident logos. Architects need elegant logos. Designers need logos that don’t feel familiar. Schools need logos that convey heritage. Sports car makers need logos that communicate the strengths of their products.

Why is this important when it comes to stationary? Image. People will associate your logo design with what you will deliver. Logos that will appear on stationary can be more intricate because the fact that they appear on stationary means the viewer has time to take in the concept and form an opinion about you.

The purpose of this kind of logo is to convey the character of your organization. Whet the tongues of your target customers as to what it will be like to work with you.


Some organizations sell you an experience. This by definition means that you experience what they are selling. Great examples of these are restaurants. They don’t sell good food alone, they sell the skill of the chef, the ambience of the physical location, the refinement of the whole experience and they build their businesses on keeping this consistent.

The best way to engrain the experience in your mind is to have a tone of merchandise around so that at every turn as you enjoy yourself, you remember where you are.

The consistency comes into play because every time your customers get greats service they see your logo. On hats, aprons, walls, counters, posters, table tops floors and even serviettes.

That means that while this logo can be fairly interesting (because you have a captive audience in the establishment) it must be easy to reproduce on all the above merchandise so that it looks just as good as the service.

The purpose of this sort of logo is to connect emotionally with your target audience. This is because while your customers have experienced a service and have appreciated it, you want them to remember where they had it!

Think it through

In order to get a logo design that works, don’t think of yourself. Think of your customers. Think of how they will interact with your logo based on what industry you are in. Think of what you will want them to do or feel when they see your logo. Think of what the competition is doing, but, most importantly think of where you will use the logo most.