I’ve been advising a coach on their website. Just making a few suggestions about how to use colours, fonts and imagery to keep everything looking tidy, consistent and reflect their brand.

I questioned the need for a logo. It was fairly obvious who the coach was (great profile pictures, strong colour, intriguing self-made images and engaging words). 

“Do we need the logo?” I pondered.
“Maybe not.” We agreed.

Unfortunately, the web developer (creating a template solution so businesses can easily create websites to promote their brand) had other ideas.

I can imagine the thought process.

“We’ll build in a small box that has to have the brand logo, that way everyone will know what the brand is. You can’t delete the box, as then people won’t know what your brand is.”

The brand consultant (creating brands for businesses so they are well known for who they are, what they do and why they do it) had a different thought.

“If you can create communications on any platform so that people know who you are and what you do instantly, without seeing your logo, then you’ve created a brand.”

I love logos and I’ve created many over the years. They’re a valuable asset in the brand toolkit. I’m just not sure you always need to use one.

Who is right?
Do you always need a logo?