Logos Aren't Advertisements
An effective logo will tell existing and potential customers a
lot about a company. Questions about price, emphasis, style and
quality can all be answered through a company's logo. And
customers use logos to help them decide if a company is right
for them.
But as much as logos tell customers about a company, don't
mistake them for ads. Advertisements will include more detailed
information, including location, contact information,
specialties, and often descriptions that tell customers the
company's emphasis. Usually, it is best if this information is
reserved for ads, because adding an address or detailed slogan
to a logo is distracting and takes away from the intended
message, which should be "Our company is professional, and this
is what business we're in."
Logos' function is to help customers remember a company when
they see it. When people see a logo on the side of a
construction truck, for example, they will think of the company
and their experiences with it. There are few people who, when
they see a logo with a phone number on the side of a truck while
they're driving on the freeway, will frantically search for a
pen and paper to jot down the number. If they need the product
or service the company is offering, all they need to do is
remember the company name. They can always access the number
later.
Normally you only have a few seconds to make an impression with
your logo, so don't cram the logo with detailed
information--leave that to advertisements.