We all know that a logo is a company’s second name; which can only be perceived. But, if you want your logo to be perceived as strong and unforgettable, you need to pay particular attention to the design. I repeat –its design!
There is no denying the placement of the logo plays a vital role when it comes to visibility. Hence, the more visibility, the stronger recall. To some extent, many successful marketers have claimed their company’s success because of the placement of logo, leading to a brand recognition in the minds of consumers.
Today, most of the established companies are struggling with fierce competition. Therefore, companies that are just startups are spending huge amounts of money and time to design their logos. It’s simple. A simple, versatile logo takes the lead and helps your product to be noticed. It drives particular attention to the company’s products or services.
Apart from just visibility, one of the top reasons to spend a handsome amount of money in developing a logo is that it establishes the brand identity. Even more than a brand name, a company’s logo helps create a strong recall of the brand due to its catchy and timeless design. It is no exaggeration to say a logo is something that, when you see it, you spontaneously call the brand name.
But what exactly makes the logo so memorable? One of the reasons you may find from leading marketers is its composition of typeface, color, shape, and placement. Think about legendary companies such as Apple, McDonalds, and Starbucks. One of the reasons their logos are most recalled is that their composition makes them distinct among competitors. From bitten apple, to golden arches, to Starbucks mermaid, we can see the promises of brands about being different than the rest.
These days, companies are striving hard to bring distinction from the competitors; it signals to startups that differentiating your brand from others is critical to business survival. Not only does it help startups to define their separate identity, but also it helps communicate the benefits of the brand. Research suggests that a brand logo has proved to be the top integrator of the marketing efforts of the company, a reflector of such effort and the icon of what the brand means to its consumers. That being said, a simple, timeless logo can be a synthesizer of a brand that is enthusiastically used by consumers for differentiation and positive associations.
Therefore, before designing a logo for your brand, answer the following questions:
What benefits can your logos offer other than enhanced brand identification?
How can your logo influence customers’ brand loyalty?
Can your logo effectively strengthens customer commitment and company performance?
Frankly speaking, when I and my team were to answer these questions, we first did several pilot studies that conducted face-to-face interviews and surveys with customers of varying age, gender and ethnicity, from different respective industries. The overall response of our pilot studies were coded by two trained coders. Our instruments consisted of questionnaire items; they were subsequently pretested with 165 respondents. All of the respondents answered questions about different and randomly assigned brand logos. That is how we struggled to choose a distinctive answer for a unique logo design for our brand.
Examples to illustrate the importance of the shape of the logo
There are numerous studies and examples out there to understand how important the shape of the company’s logo is. For instance, Polo Ralph Lauren’s horseman logo conveys the brand’s casual-chic style, while the logo of Patagonia, Inc., represents a mountain against the sky, communicating its relation to the environment and free-spirited ruggedness.
Nike swoosh logo visually illustrates the activity and energy. The Nike’s tagline “Just Do It!” reinforces a call for action. If we talk about the top leading company among different industry leaders, Apple’s logo, “the bitten apple”, effectively communicates that the company is unusual, unique and does things in its own way. And without a second thought, it is a timeless and radically different logo for a high-tech company.
However, being different does not always mean the success. Surprisingly, we have seen so many distinctive logos in the past, yet, they failed to demonstrate the message of the brand and lacked in visually expressing a brand’s values and principles.
Visual logos vs. text logos
Yes, we suggested and emphasized the need to have a distinctive logo that communicates a company’s values and principles, which subconsciously catches the attention of the customers. However, there are some leading business tycoons in the industry that have a brand name instead of any shape or a design. Think of IBM and Samsung.
Nevertheless, previous researches have proved that a separate visual identity used as a logo, tends to be more effective and impactful than a brand name at creating a sense of emotional attachment with customers. The general rule behind the impact of unique symbolic identity, being more effective than words is, symbols overcome language barriers and are easier to remember and to recall than words.
To sum up
Before wrapping up, it is important to understand that logos are complex. The chances of getting failed in the market are larger than the brand names. There is no denying that they’re a part of a much larger context in marketing; however, not all the shapes of logo make people think a certain way about your company and its products.
David is a highly experienced and renowned creative graphics designer with decades of experience in the area of creative graphics designing and works at a top Logo Design Company in Singapore. He has acquired unsurpassed skills and expertise in his area of expertise and has a great interest in sharing his knowledge and hard earned experience with the global designs community of creative designers.