For most individuals, the logos of a company instantly attributes their attention to the business in question, without needing to see the name. On a daily basis, we face innumerable logos while we are unaware of the many subliminal messages that it sends to our sub conscience.
The logo of a company is its identity and a graphical hint about the culture of the particular brand. Logos symbolize the voice of the brand and their aesthetics. Creating the perfect logo is a tough job as it has only a second of a person’s attention to deliver its company’s image to the viewer.
The aim behind a successful logo is not just delivering the message about the company in the long run but also instant recognition. Without the instant recognition, one can safely say that the logo lacked the luster to stand out, which is why big companies sometimes spend millions on it.
In this regard, a logo has an important responsibility to add power to the company reputation and preferably gain meaning over time as a trademark. When you think of companies like Coca-Cola, Nike, or Apple – what comes to your mind is their logo. Right? That’s because a logo is the only face of the company that almost all their consumers will know.
A marketing strategy that doesn’t focus on the right logo will, in the market, wither over time because the consumers will keep missing the brand. Unlike conventional marketing standards, logo design should be given time and not be rushed into.
A great logo does not let the consumer forget the brand and they will bring a return on investment. This will show value on the purchasing side as the customer will be prompted to pick the brand they remember and are familiar with. Positive associations also play a big role in logo selection and prominent logo design firms regularly conduct surveys to check that.
Not only must a good logo be memorable and appropriate, but also simple in form. Especially given the industry aesthetics of the day. The logo design trends for 2017 continue to uphold the power of simplicity.
In addition to those values, it’s critical that the concept of the logo is original. Many big companies like GAP have had to revert their logos back to what they were after making changes that weren’t totally original or inspiring. Many companies also change the focus of their logo according to the strategy like when Starbucks removed the words from its logo.
The reason being, with changing times the voice of the brand sometimes has to change. Many companies used a tone and strategy that worked for them a decade or two ago and they inherited the logo that spoke in that voice. Now, with times changing so fast, attracting the attention of the consumer will require a different strategy and the firms that don’t recognize that and update their logos might lose out. Hence, because of the purpose, aesthetics, brand identity and the return on investment that they bring, logos must be a part of any company’s marketing strategy.
That being said, these points must be remembered whenever possible before venturing into a logo design process to get the right logo for your brand.
It needs to be done by a professional
Companies who can afford must at all costs avoid amateur designers. A professional business will not look professional if its logo is not done by one. Many times businesses want to save a little money and a lot of time and hence they make their logos themselves or hire inexperienced resources. There are also many online platforms that offer cheap logo design services. But it must be remembered that a logo is a long-term investment and hence should be invested in.
Keep in mind the offline, online and the social world
It’s not a coincidence that a significant number of our favorite companies are rebranding. They are all re-evaluating their voice and aesthetic in this digital and social turn of events. What starts as graphics for magazines and billboards are not seen on the sleekest of screens along with thousands of others in only a couple of minute.
The attention and retention time on the internet is not in the least same as that on the streets. One example is when with the flat screen technology many logos, including Facebook, adopted a flatter look without the shading and its “f” disappearing into negative space. Similarly, on the change of the Instagram logo, their team said “Been inspired by all the ways the community has grown and changed… We wanted to create something that reflects how vibrant and diverse storytelling on Instagram has become”.
Your logo is a portion of a general business identity. When launching the logo, the company must be prepared for any controversy that may come with it. Hence because of the digital age, branding is now a dialogue. The customers’ part in logo design is shifting and possibly it’s time designers and establishments as a whole adjusted to this ideology.
In the end, what really makes the logo right is when it delivers its purpose, satisfies the consumers who will look at it and bring the desired result to the company behind it.