Logo Design: Stop Being Too Literal

13 Apr

Let's talk logos. Specifically, literal logos.

THE HOUSE & HAMMER TRAP

You know the type, a builder with a house in their logo, a sparky with a screwdriver. It's everywhere! But here's a truth bomb for you: being literal is holding your brand back.

We get why it happens. When you're knee-deep in your business every day, it's easy to focus on what you do.

"We build houses, so let's stick a house in the logo." "We do electrics, so here's a lightning bolt."

It feels logical. But let's take a step back.

NOT JUST A TICK; IT'S A FEELING

Think about Nike for a second. How many people still call it "the Nike tick"? But it's not a tick. It's a swoosh. A symbol of speed, motion, power, and victory, based on the wing of the Greek goddess Nike, who symbolised triumph. When you wear Nike, you're not just buying trainers. You're buying the feeling of being faster, stronger, and more powerful. The logo reflects that.

Nike could have gone down the literal route and slapped a shoe in their logo. Not exactly iconic, is it?

That's the key. The best brands design logos around what they stand for, not just what they sell. They tap into emotion, energy, and ambition. And that's where the magic happens.

CREATE A LOGO THAT MEANS SOMETHING

So, if you're rebranding, starting a new business, or just thinking about updating your logo, stop and ask yourself:

What do I want people to feel when they see this?
What change do I want to create in their lives?
What's the bigger picture?

The answers to those questions will take you somewhere way more exciting than clip art of your tools. It'll take you to a logo that's unique, memorable, and truly connects with your audience.

So ditch the literal. Design for impact.