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For me, branding is the main identity of a company and the foundation of its success. It shows who they are and what they stand for. During my work experience, I have seen how the right branding attracts customers and creates a lasting emotional connection.

A logo is just one part of a brand. It’s not about selling — it’s about recognition. Many believe a logo must clearly show what a company does, but is that really true?

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Do Descriptive Logos Work Better?

Some studies suggest that logos with clear symbols — like a coffee cup for a café — help customers understand the brand faster. But does that mean they are always the best choice?

Let’s look at successful brands:
Nike doesn’t have a shoe in its logo.
Apple doesn’t use a computer.
Starbucks started with a complex mermaid, not just a coffee cup.

These brands are recognized worldwide because of strong branding, not just their logos. Their mission, values, and marketing make them stand out.

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Why a Logo Alone Isn’t Enough

A logo is not the full identity of a brand. It needs a strong message behind it. Imagine if all heating and cooling companies used the same red-and-blue flames in their logos. They would blend in, not stand out.

Good branding goes beyond a simple image. It’s about the company’s story, values, and what makes it different. The logo should represent that uniqueness, not just explain what the business does.

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The Real Purpose of a Logo

A logo is not for selling. That’s the job of marketing. A logo helps people recognize a brand, but branding is what makes them trust and choose it.

If you want to create a powerful brand, don’t just focus on making your logo descriptive. Focus on what makes your company different. In the end, it’s not about being understood — it’s about being remembered.

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Aram Andreasyan
Industry Leader, Design Expert

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