Logo. You hear that word a lot don’t you?
But what is a logo really? And what’s the big deal about it?
Let’s take a few steps back and find out...
A logo is basically “the face of a brand” or a “literal visual representation of it”.
As we detailed in the previous blog post (8 types of logos you should know about), a logo could take a variety of shapes, most commonly though it is a lockup of text (the brand name) with an icon or symbol, but it could also be just written/designed brand name or just the icon/symbol itself.
Logos are a way of recognizing brands just like flags identify countries.
Depending on how understandable your brand name is, how abstract or literal your logo design is, and if it includes a slogan or not, a logo tells people what a business is about, what it does, and what its values are.
A really impressive logo can do much more than that though, engaging the potential customer and making them genuinely want to know more about the brand and its purpose.
SO WHY IS HAVING A LOGO SO CRUCIAL TO ANY BUSINESS?
Here are the 4 crucial reasons why you need a logo for your business brand:
REASON #1:
A logo identifies key information about your brand
A logo serves to identify the individual, service, product or business it is designed for.
More specifically, it can communicate the industry you exist in, the service you provide, your target demographic and your brand values.
A business might use certain imagery in its logo to indicate the type of work it does:
Example: A florist’s logo could be an illustrated bouquet with the brand name underneath it.
A business might use certain colors in its logo to indicate the type of work it does:
Example: A clinic’s logo could feature cool calming colors like blue and purple.
A business might use certain colors in its logo to indicate the type of work it does:
Example: An architect’s logo could be set in a classic, thin serif font to reflect their chic and upscale style.
You get the picture.
REASON #2:
A logo builds recognition for your brand
Your logo is the visual reminder that you exist!
It creates a visual association with your business that stays in people’s minds.
Not only that, but it also makes the customer immediately associate certain (hopefully positive) memories, experiences, and interactions with your brand. A brand that is easy to remember is a brand whose customers can easily describe and refer to friends, therefore attracting more potential consumers.
Think about it: If McDonald’s didn’t have a logo, you wouldn’t see it anywhere, so you wouldn’t have anything to remember McDonald’s by, and you don’t consume from a business you don’t even remember or know exists.
You would have to wait until you see an ad or receive a flyer about McDonald’s, but even those without the unique brand mark will make you forget almost immediately what exact business this was as it will blend in the sea of other advertisements and competition.
REASON #3:
A logo makes your brand stand out from the competition
If you want to be successful , you need to stand out from the competition, and to do that, one of the things you need is a good logo for your brand.
Of course, before launching your business you would need to assess your competitors’ logo design and branding as well, to decide how your brand can distinguish itself in a better way.
It goes without saying that not just any logo will make you rise and shine, so be careful when choosing the mark that will determine a considerate chunk of your brand‘s reputation and success.
(Check my article “6 Criteria For A Good Logo (The Traditional Answer) + What Other Designers Won’t Tell You About Them” to know the secret for the ideal logo design)
REASON #4:
A logo’s design influences people’s decisions regarding your brand
Since the day we were born, as passive and active consumers in saturated consumer society, we grew up unconsciously associating specific fonts, shapes, colors and imagery with certain emotions and objects or services of different brands.
Simply look at a logo and you almost immediately have a good or have impression of it, so you made judgements concerning it, which will not only determine your loyalty to the brand but also its reputation, because people praise and talk about brands they like, but also about those they don’t.
Whether you know the brand or not, its logo makes you automatically perceive it a certain way, like a caterer logo that makes it look too expensive, or a clothing brand that looks cheap.
Logos make a statement to the world, so make sure you invest in good logo design, to ensure your logo is making a worthwhile one.
Don’t waste your time or money creating a logo that won’t elevate your brand. You want your logo to stick in people’s minds and for the right reasons, so do it the right way from the start.
Logo design matters.
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