In today’s crowded marketplace, businesses need to have a unique attribute that is easy for people to remember. And nothing better than the logo, a.k.a the face of the brand, can help achieve that. All the top brands in the world have unique and compelling logos that anyone can recognize easily.
The dictionary defines a logo as a symbol or design that shows an association; it identifies a company, its products, or its service. Thus, it is one of the crucial elements and possessions responsible for creating an image of a business in the people’s eyes. In simple words, people remember and recognize a company by the logo.
Having an appealing, attractive, and memorable logo is paramount for a business, but only a few brands are able to understand it. Most brands have either an ineffective logo or do not even have one at all.
Designing a logo is similar to building your brand as it is used for branding purposes that help create the brand’s image. Therefore, it should not be something generic that most brands have but must be unique, attractive, and meaningful.
Significance of logos for brands:
1. They make the first impression:
There is an old adage that the first impression is the last. Whether true or not, it is obvious that the first impression longs for at least some time. A logo can leverage this prospect to appeal to the viewer’s eyes instantly.
The logo is the face of a business; being the face, it is the first thing that consumers notice about a business. It can immediately pique the interest of people and compel them to explore more about it.
If the logo is catchy and attractive, people will proceed to dig into what it offers. A good logo triggers the desire of the consumer to discover the businesses that fulfil their needs or requirements. Therefore, a logo must be able to excellently and masterly represent a company. On the other hand, if the logo does not rivet attention as it should, people will barely opt to find more about it. However, it is crucial to note that the logos cater to, most specifically, a respective niche. A well-designed logo can immediately hit a niche that a business dominates, which is obviously one of the major goals of a business. For example, a foodie will immediately tap to discover a new attractive restaurant logo on a computer.
The logo represents a brand across all platforms, including popular digital media. So whenever people come across a logo, they will either click to explore more or let it go. The decision of the people largely depends on the visual appeal of the logo, or precisely first impression.
2. They hook the attention:
Another powerful thing about logos is that they grab attention immediately. In a heaving marketplace, it is absolutely difficult for consumers to pay attention to a wide range of different brands. But, the quality of a brand logo, which is formed with different designs, colors in a meaningful manner, can swiftly grab consumers’ attention. Though its potential can be attributed to its imagery characteristics, it is also true that a logo that can communicate simply and more comprehensively also plays an important role. Given the short attention span of the consumers, the logo must be creative and artistic to optimize its attention-grabbing characteristics. However, it is essential to note that most designers complicate the design in order to make it more artistic. Keeping it simple and creative helps in delivering the brand’s core values effectively. To create effective logos, remember the mantra is simple and plain. If designed properly, they can act as a call for action symbols. An attention-grabbing logo will immediately urge the consumers to learn more about the brand, which is beneficial for the brand.
3. They build the brand’s identity:
Building a brand’s identity is called branding, which a logo can do effortlessly. Branding is a process whereby you create a strong and positive perception of a brand. The logo can make this image by focusing on its key elements like Logos and Pathos, meaning that it must have logical appeal and appeal to emotions. The logo must appeal to the consumers’ emotions to build an identity in the sight of consumers. Therefore, a few elements like uniqueness and simplicity are indispensable to the logo. The logo must also be very easy to recognize in all formats, be it digital or print.
A logo is a brand’s possession that represents its identity. In other words, the logo is something that people use to identify a brand. Therefore, it is highly imperative to be careful about how it formulates the brand’s identity in the consumer’s view. It is essential to crafting a logo that represents a brand in the best way possible. It must coordinate with the foundation, core values, and aspirations of a brand. From colours to patterns and tones to fonts, all the elements of the logo must deliver the brand’s true identity.
4. They are memorable:
Another characteristic of the logos that make them unavoidable for brands is their easy-to-remember designs. Due to their aesthetically driven forms and designs, logos are memorable. In fact, most people forget the name of the brand while the image is imprinted in their minds, which is just because of the power of images. Studies reveal that visuals drive more quick reactions than words, which is why logos work very well. Ideally, brands need a logo that connects the consumer to the brand. That can only happen when the logo is able to narrate the story of the brand. When consumers connect, they automatically remember the logo, largely because of its visual appeal.
5. They create a brand’s distinct image:
The brands have lots of competitors on their horizons. Instead of being paranoid of the competitors, a brand can opt to be distinct with its logo. Let’s say, for example; you have a coffee business. Now take an estimate of how many competitors you have and you may likely have in the future. Apparently, it looks like it may not bode well for the business. But how about you keep the consumers hooked and prospected customers attracted to your business with your logo? Well, that is definitely possible. A creative and unique logo can help you stand out among your key competitors. A generic or almost similar brand logos neither grasp attention nor instigate their action. But having a distinct image can help you get an attribute that makes you distinguishable and more recognizable.
6. They enhance brand loyalty:
Many companies, with time, change their logo or modify it from certain aspects. However, doing so can prove as a major setback to the company. The relationship between the consumers and brands is two-way. The changes to the brand identity will break the tie between brands and consumers as they may perceive it as different and unfamiliar. Consumers have an emotional inclination toward a brand and its identity.
Consumers seek consistency in the logo as they become more accustomed to its image. Brands are seldom able to do a transition from an old to a new logo smoothly. Most of the time, the brands lose their loyal customers because they are unable to connect to the new logo as they did with the older one. Therefore, the consistency of the logo is essential as it fosters brand loyalty.
7. They create consistency:
A logo serves as a consistent recognition of the brand across all platforms. Today, brands exist on all platforms, including online and offline. Therefore, the brands need to have a standard identity across all boards. It must be recognizable by online and offline consumers with the same standard identity design. And even if these consumers switch, they are able to recognize and engage. The logo creates the consistency of the identity. The consistency of the brand image across all platforms, in turn, increases the credibility, trustworthiness, and the business’s relevance because a logo is not merely an image but a professional identity design that builds the reputation of the business.
8. They validate professionalism:
A well-designed logo depicts the professionalism of a business. Think about all the big brands and try to identify one with an ordinary and meaningless logo. I bet there is none. You would rather ask, why would a professional business come up with an ordinary and meaningless logo? Voila! You have got the answer. The more professional a brand is, the more it focuses on creating a well-designed logo. A business needs to get recognized as a professional because it builds more credibility and trust among the consumers.
9. They create an emotional connection:
If consumers are able to relate to a brand on a personal level, they will have a separate connection with it which will make them loyal customers. The logo can appeal to consumers’ emotions so that they never forget the brand. A Poorly designed logo or obnoxious logo can turn the consumers off, and they will never instigate to build a tie with the brand.
The dilemma of creating a logo:
While many focus on the creativity and individuality required for a logo, most brands use online tools to create logos that somehow or the other look similar to others. Using an online tool or free logo maker is feasible and economical, but it will never benefit the business in achieving its long-term goals. You must avail of the services of a graphic designer to create a unique and iconic logo. The professional experts at Cognizantt aspire to create unique, attractive, and meaningful logos.
Surly, a logo is a pride possession of a business. It gives business’ identity, distinctive characteristics and helps in building more trust and reputation. A logo is a highly significant part of a business, which most companies overlook. It lays the foundation of the brand identity; therefore, its design must be carried out with utmost diligence.