When you are able to recognize a company by simply looking at its logo, you begin to appreciate the power and influence it has as a company and over its clients. A logo is as important to the company as the brand name and can represent the overall marketing and branding strategies the company has used. The ultimate success can be seen with big companies such as Ford and Nike whose logos’ are an integral part of the company.
A business logo will mostly be used in the company’s communication and marketing and is a graphical representation of the company. Essentially, the logo will be the first thing a client sees before reading any other text. Its main function is to inspire recognition, trust and admiration for both the business and its product.
History
Although logos can be traced to ancient civilization where they used graphical words to communicate, they effectively began being used from the 13th century. During this time, goldsmith’s marks were a common thing and paper makers also began using watermarks in their products. Since then they have been used vastly by many companies and brands.
Types
There are several categories of logos in existence today.
- Textual e.g. Walt Disney – the words appear in unique shapes, sizes and fonts.
- Illustrated e.g. Pepsi-Cola’s red, white and blue circle
- Symbolic e.g. Nike’s swoosh
- A combination of the three e.g. FedEx – it uses a textual logo and also has an arrow symbol.
While many small businesses do not get to enjoy the type of recognition that other big companies have gotten, the design of the logo should not be done hastily as an afterthought. There are tips that you can follow that will assist you in creating a strong brand image.
- Keep it simple
Always ensure there are as few moving pieces in the logo as possible. This will make it easier for the customers to simply look at it and remember it. Keeping it minimalistic also ensures that the design is neat and appealing.
- Brand consistency
The logo tells your customers about your brand, so make sure that its design fits in perfectly with your company’s principles.
- Think of the brand as a person
A person has values, beliefs and purposes which act as their driving force. It is therefore important to think of your brand as a person when you are designing a logo. Our personality will heavily determine how people react to us and a brand should do the same.
- Aim to be remarkable
The logo should be worthy of a remark from anybody who sees it. It should set your brand apart from your competition. This will immensely increase your marketing advantage.
- Do not mimic big brands
A brand which is distinctive looks more professional and unique; this will assist in its longevity. You can imagine the damage it would have if your company, in a few years’ time, became successful and your logo is similar to an already established company. This would require rebranding which would ultimately destroy all your hard work.
- Test your market
It is essential to rely on market research when it comes to an important issue such as branding; it is the best way to know whether you are heading in the right direction. Acquire feedback from a large number of people on their opinions about your logo.
- Marketing your brand in new ways
Stamping your logo in all your products will not get you recognition nowadays. You need to think of new and innovative ways to get your brand recognized. A strong media presence is necessary and it should be utilized effectively for marketing purposes and engaging with your clients.
Once you have considered all these factors, it will be difficult for you to fall out with your logo in the future. When spoke to Nirdesh Singh from FashionBuzzer; he said –“Your logo should be one of the stable things in your company, and if you have a logo that can stand the test of time, you will have positioned yourself in the right place to receive the benefits that only a good brand can offer a business.”
There are several incentives that come with a good logo, they include:
- Conveying a Message
A logo that has been well thought out will clearly convey your company’s message graphically. Certain shapes and colors invoke certain emotions and feelings; however this feeling may vary across various groups due to race or religion.
- Brand Recognition
Apart from being the first item that clients see, it is an important part of brand recognition. Through advertising, clients begin to associate your company with your logo. The distinction varies from the shape or color, but the most appealing is the image used.
- Professionalism
A logo that is well-designed will denote your business as professional, which may play an important role in your business’ success. However small a business may be, a professional logo conveys that the business is credible.
- Return on Investments
When a consumer grows to love and trust a brand, they will likely respond more positively to successive encounters with the brand’s logo and this will lead to increased sales, and increase the mind share within the target market. A logo that oozes professionalism will steer potential customers towards the business rather than to the competitors.
- Brand Identity
The logo is always the main visual component in a business’s overall brand identity. The logo will appear in the website, stationery, business card and advertising. It is therefore important to ensure that there are no contradicting visual cues surrounding the logo or any other inconsistent fonts as this may imply amateurishness and turn off customers.
With new businesses entering the market and trading punches left, right and centre, it is essential that any business that is keen on succeeding in a competitive market set itself aside by tempting customers with a high level of service. A memorable logo can inspire clients to do business with you and it would be suicidal not to take your logo seriously.
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