Logos are everywhere; they are all around us, on the smartphone in your hand, your laptop, on your favourite notebook, the food you eat and even on this website you are visiting.
It is something we are all familiar with and, it is the same familiarity logos aspire to achieve. A designer’s pride, logos are one of the first things we recognise about a brand.
The A-Z of logos
How do you define a logo? Is it just a random string of words or an illustration? Maybe a logo is only symbolic! Well, to be precise a logo can be just words or an illustration and it can even be just symbolic. It can also be a combination of two or all three of these!
For instance, Sony’s logo is a simple one with just four letters. Another great example of a logo with just words is Google’s. The perfect example of an illustrated logo is that of Starbucks coffee. For symbolic, the best instance is that of Apple. Well, there are several examples of a combination of these three, so let’s leave it at that. From Coca Cola, Pepsi, KFC to Windows, Netflix and Chrome, logos have had quite the impact on us.
The earliest known use of a logo was the “Rock of Gibraltar”. The iconic monolithic symbol represented a company for the first time. The ad in Leslie’s Weekly saw the Rock of Gibraltar used to communicate the message, “The Prudential has the strength of Gibraltar.”
Below are four reasons that explain how a logo can help your business:
1. Logo helps to identify
Think of logos as your face. Your face is the main asset of identification by your friends. Even your phone unlocks with your face. Just like your face value, which is unparalleled, a logo helps to identify a brand. It acts as the mark by which one can connect your brand with you. Think of how the Netflix logo at the beginning of a series or film helps to distinguish it from other films of different productions. The distinct Netflix logo helps you to identify that film as a Netflix original.
A logo sets you apart and makes it easier for a person to connect with you. You may forget a name, but how often do you forget a face? You may not remember or know the name of brand, but still be familiar with its logo.
2. Logo delivers information and communicates brand values
Every brand out there is trying to tell a story. A logo becomes the weapon of conveying your message to the world. Designers hence become cheeky when it comes to logos. A good designer always tries to create a logo that goes with the brand’s outlook. Can you imagine Nike with the logo of Jimmy Choo? The classy Jimmy Choo logo exudes elegance while Nike’s pushes you to Just Do It.
By looking at a logo, you can say a lot about the brand. Red Bull’s logo shows strength, Starbucks’ coffee portrays a drink for royalties and Fastrack’s inspires you to Just Move On.
3. Creates the first impression
As discussed above, sometimes the familiarity with a logo is more than that with the brand. You may not consume Pepsi because you love your Coke but, the red and blue logo of Pepsi is still familiar to you. The brand helps to set the benchmark about a brand. This is why marketing experts tell you to go with expensive designers.
A shabbily done work will neither connect with your audience nor be relevant to your brand. The colour scheme has to be in sync with your brand’s, the font has to be consistent and the design should be reflective of the brand’s culture.
When you come across a Netflix logo you know what to expect from the content. Or you see the KFC logo and you know what to expect from the food- crispy, fried chicken. Logos are the first step towards building positive perceptions about your brand. It is why they should be timeless, free of cultural references and most importantly, simple.
4. Helps in easy brand recall
One of the main reasons for having a logo is to instigate easy brand recall. The human brain finds it easier to recognise shapes and colours than words. Designers and marketers make use of this trait to stimulate instant brand recall with logos. The more visually appealing the logo, the higher the degree of recall!
A logo is not just an artwork. It is a strategic and integral business tool. The challenge is to not just create a thing of beauty, but rather a symbol which delivers relevant brand information. In this vast world flooded with information, a logo can be the distinctive factor which sets you apart.
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