This guest post is courtesy of Stella Sarmiento from brandcrowd.com.
When you think of big brands like Nike, your mind pictures its iconic swoosh. Its check brand mark effectively relays the brand’s passion for movement and fitness.
Logos provide brands a way to create a distinct image in their industry. Like Nike, it’s a symbol that consumers can use to associate you with your goods or services. But it can do so much more than that.
This is crucial, especially for businesses that deal in busy markets. However, it also provides advantages for small businesses that want to drive more awareness to their brand.
This article will explore what a logo means to any business. It’s an important topic that any entrepreneur should know. Being aware of its importance helps you be more aware of ways to leverage your business.
Today, we are tackling the following things:
- What is a logo
- What are logos used for
- Purpose of a logo
Get ready to learn what makes a logo so important to have for any business.
What is a Logo
A logo is a graphic mark that brands use to identify themselves. It’s a visual communication tool that creates a distinct identity in the marketplace. But not all logos are made equal.
There are different types of logos that you can choose from and find what will work best for your objectives as a company. They vary in style and come with unique advantages. Here are some of the common types of logos that you’ll encounter.
Wordmark logos
Wordmark design features the full name of a company. It displays the unabbreviated name and allows people to become fully acquainted with the brand. Big brands like Coca-Cola and FedEx are known to have this concept for their brand.
Lettermark logos
Also known as monogram logos, this logo concept uses only the initials of a brand to provide a quick way to present a brand. This is a popular option for brands with long names and wishes to shorten it. Some of the most well-known initial logos include CNN, IBM, and more.
Icon logos
This is a design concept that relies on symbols alone, making it ideal for app logos. It is created with a communicative image that doesn’t make use of text. A famous example of this is Apple and Target.
Combination logos
This is a combination of illustration and typography. It has the eye-catching quality of drawings and merges it with the directness of type-based design. Lacoste, Adidas, and Doritos are some examples of brands with this type of logo.
What are Logos Used For
Ask any marketer what logos are for, and they’ll tell you that it’s a staple piece to any brand identity kit.
It’s the singular mark that you’ll consistently display on different brand materials, promotions, and campaigns. Brand marks play a massive role in creating brand consistency. That’s why when creating a logo, you have to make sure that it has a versatile look and qualities that will make it easy to use.
You can use your brand mark in the following applications:
- Web design
- Social media posts
- Product labels
- Letterheads
- Email signatures
- Favicons
- Business cards
- Store signs
- E-books
- Infographics
- Catalogs
The options above are just a sneak peek of where you can use your logo. Your business cards, newsletters, and other assets are just the beginning. You can explore your options and get creative with where to put your brand mark as well.
Purpose of a Logo
Brands work hard and pay a lot to find the best possible design to help them develop a remarkable image. One well-known example is British Petrol. The brand paid over $211 million for its green and yellow design. That’s how serious big brands are when it comes to branding.
The reason behind this is the purpose of logos. They can do so much for your brand when you have a high-quality design. Here are some of the things that you can achieve with a logo:
Creates a solid first impression
Companies have a small window to create a good impression on their audience. It’s important to make sure that you secure a good impression because this will help you set the tone on how well consumers will remember you as a business.
You can thank the primacy effect for that. It refers to the tendency of humans to remember the first part of any interaction or stimuli the most. So you want to make sure that you have a logo that lets you communicate your professionalism and trustworthiness.
Builds emotion
Studies have shown that emotions allow brands to better tap into consumers’ hearts and produce more effective campaign results. Having a meaningful brand image will allow you to connect with your audience and engage them further.
One way that you could achieve this is by adding approachable elements to your design. Wavy and smooth figures work great to create an appealing design. Try to avoid using spikey figures or aggressive-looking mascots, as this may produce a strong emotion from your audience. You want to make sure that each element in your design will let you get closer to them.
Grabs attention
When looking for a logo, you don’t want to have something that makes you look like every other company in the market. You want to make sure that you have an original design with a fresh concept that will draw people in. Plus, this quality will also help you create a memorable identity.
Make sure you have an exciting design by adding color. This design element can help you create a dynamic composition. But you want to be wary of the number of colors you put in a logo. Adding too much may result in visual clutter and oversaturate your design. To avoid this, designers recommend sticking to only two to three colors.
Cultivates brand loyalty
Giving your audience something familiar to expect when engaging with your brand is crucial for gaining their trust and loyalty. It puts their mind at ease when they see your products on eCommerce websites or in-store shelves. That’s why it’s critical to make sure that you have a timeless design that you can use for a long time.
The phrase “Keep it simple” may sound like a cliche, but following this rule will allow you to create a logo design that you can keep around for a long time. Adding too many design trends may make your logo look good in the present day, but it may make it look outdated in the years to come. A classic design will let you avoid redesigning your logo in the future and stay familiar to your audience.
Logos are more than an ornament to your marketing collateral. They come in different shapes and sizes and give you the chance to create a distinct identity for your brand. It’s a valuable visual mark that you can use to get closer to your business objectives.
We know what you’re thinking. And we’re here to tell you that it’s easier and probably more cost-efficient to develop a solid brand identity than you think.
There are freelance platforms that you can use to work with a freelance graphic designer. Or you could even learn how to create your logo using a logo maker to take matters into your own hands. It’s unnecessary to shell out thousands of dollars and work with a fancy design agency to build a striking brand image.
There are ways for you to achieve your brand identity goals. You just have to look for them.