There is an important element that your brand must have in order to create a visual language: an aesthetic logo design that communicates clearly with the target audience and gives it a memorable experience.
Convey meaning and give pleasure
A logo design is primarily based on the ability to accomplish comprehensive research which allows us to get to know you as a client, your goals and to identify your target audience. This, of course, leads us to create an aesthetic logo that represents your brand's personality through the spot-on choice of colors, fonts, imagery, icons, and illustrations just to mention some of the key visual elements. Additionally, the boldness of a logo design can convey meaning whereas its aesthetics gives pleasure.
"Within every picture is a hidden language that conveys a message, whether it is intended or not." Connie Malamed mentions in her book Visual language for designers.
How do you want to be perceived by your audience?
Your audience perception of your brand depends on how precisely its logo design communicates with them. Along with the key visual elements already mentioned, the tone of voice and vocabulary used in the text helps to establish a consistent visual language which transcends language itself because it explains and persuades.
The way you make your audience feel...
Short-term memory gives us the ability to memorize a phone number that might be forgotten seconds later, that is if you don't exercise your brain. Long-term memory, however, may be available for a lifetime. According to Cognitive Psychologists in an article titled Emotions and Memory, emotionally charged situations tend to create long-lasting memories as opposed to everyday routine situations. source: www.psychologistworld.com
Apparently, our brain is more likely to focus and respond to emotional stimuli. Therefore, we can conclude there is a link between emotion and long-lasting memory. Your brand's goal then should be to give a memorable experience to the customer through a logo design that not only conveys meaning but emotion as well.
"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." Maya Angelou