When you start a business, there are many factors to consider. Your company name, office location, target market, and most importantly your logo. It is the foundation of your business’s branding and identity. It is the face of your business’s product and services. Your logo acts as a direct communication tool with your consumers and therefore should be thoroughly thought about.
In this article, we’ll dive into the 9 crucial reasons why you should care about your logo.
First Impression & Aesthetic Appeal
Your logo is the first impression that customers will have of your business. Just by looking at your company’s logo, customers will immediately come to a first impression conclusion on whether they like the brand or not.
Although it isn’t the only factor that is considered when customers shop around, it can act as a customer magnet if customers are drawn to its aesthetic appeal. An eye-catching and easy to understand logo will engage and draw in customers compared to a logo that is not.
A visually appealing logo is of course the most important attribute to a company’s logo. An offensive or dull logo may discourage people from finding more about your products or services. Although you may have the best products and services in the market, if your logo is poorly designed, it can portray a negative image of your company and its product or service offering.
Make sure that understand your target market well and ultimately design a logo that will inspire and make sense for them.
Impact of Colour
Colours can heavily influence the way your company is perceived. For example, red logos such as Coca-Cola is associated with intensity, energy, passion, exciting and boldness. Green logos such as Starbucks is seen as organic, caring and natural. Whereas, colourful logos such as Google or eBay conveys a great sense of positivity and playfulness.
It is important to carefully craft your logo’s colours together. Think about how each colour will represent your brand and ultimately how these colours will make your customers feel.
Shapes & Patterns
There is an infinite number of ways to use shapes and patterns in a logo. Shapes and patterns, when used correctly form an expression of identity and provide customers with an easily recognisable symbol that is a direct representation of your brand.
For example, a cleverly crafted shape is Australia’s iconic bank, the Commonwealth Bank yellow and black logo. The logo which was incorporated in 1991 is described as “bold, strong, modern and progressive” and represented the bank’s forward-thinking mentality.
The typography of a logo will heavily influence how customers feel about your brand. This includes consideration of font size, italics, boldness and overall use of font families.
For example, a bubble font is seen as a soft and calm font which would suit perfectly for a children’s toy brand – Toys R Us. On the other hand, a bubbling and playful font family would not well represent a professional law firm.
Henny Kel from Design Hill, lists 50 of the engaging fonts to choose from when considering your logo design. Make sure to check it out!
The reality is that most people will have never heard of your brand before or have even seen your logo, chances are they will judge your company and what it stands for at face value.
If your logo gives off a sense that the products are too expensive, customers may avoid your brand altogether. Likewise, if the logo appears too dull or boring, it may leave them with an impression that your company’s employees, products or services are underwhelming and that they should avoid making any sort of contact.
Meriton, Australia’s largest home builder had recently rebranded their logo and overall company image. The new logo conveys their company’s image and values very well. Through the use of their blue and gold premium brand colours to the use of the sharp typography of their wording, it conveys a strong sense of professional, precision and reliability.
Memorability & Simplicity
Ever heard of the saying “less is more”? It comes from the notion that clarity and simplicity lead to a good and memorable design. Simple logos have a far greater impact on consumers as it allows them to remember and have an appreciation of the brand. It is much easier for the human brain to memorise and process information through unique shapes and colours in your logo.
All popular brands have one thing in common, instant brand image recognition. Think of Nike and you will slowly form The Swoosh image in your head. How about McDonald’s? Almost instantly you can visualise the large golden arches. You get the idea. That is why having a simple yet powerful logo that everyone can remember is vital for instant company recognition.
McDonald’s Canada have even went as far as to use the golden arches as a way to direct customers to the nearest upcoming stores! We think it’s a brilliant idea and proves just how powerful the brand is.
Additionally, an easy to recall logo can help customers identify your company again for future purchases or recommendations to family and friends. “Let’s go to the coffee shop down the road. The one with the green mermaid logo!”
It is important that your logo is well-designed since it will be around for as long as the business will be. For this reason, future-proofing the design by looking into modern design trends is highly encouraged.
For example, if your company begins as a small towing company, it is fine to have a towing truck in your logo. But as your company grows and you look to cater to more commercial businesses then a small towing truck in your logo may actually deter companies from contacting you. Your company’s logo will look out of place and will not represent your brand accurately.
Take the German car company BMW for example, not much has changed from their original logo since their 1917 as seen below. The only aspects of the logo which have changed are the typography and colours. This has allowed the brand to remain true to their core brand values.
1917 BMW logo Present BMW logo
The human brain often connects how things are presented quite literally. We give meaning to everything that we do, touch and feel. A logo has the power to connect with customers on a deep and emotional level.
An easily recognisable and familiar logo can provide emotional warmth to consumers. This is often why animals and food are used in logos to represent brands.
For example, if you are a big fan of Apple products then their logo can actually make you happy and stimulate feelings of comfort and pleasure.
Brand Identity & Loyalty
A company’s logo is extremely important in establishing a theme for the company. It dictates how your company performs its operations, undergoes its development and future transformation.
If the colour of your company’s logo is black and yellow, the operations of the company should follow the same colour scheme otherwise it would look out of place. This includes employee uniforms, website theme, advertising creatives and almost everything associated with the brand.
An easily recognisable logo is crucial to building brand loyalty or be used for personal branding. Consumers who share a sense of Camaraderie from your business’s logo is more likely to purchase your products due to their trust in your ‘brand’. This brand loyalty is stemmed from their satisfaction in previously purchasing your products and services. It makes them feel like they have made the right choice when choosing to repurchase your products.
These are the 9 reasons why you should care about your logo. It is the backbone of your business for as long as the company is around. Everything that your company values, provides, believes is perceived and embodied in your logo. It is a powerful symbol of your company’s brand.
If consumers believe that your logo creates a sense of trust, authority or importance then this will be reflected in your products and services. It is the ultimate form of communication tool towards your audience and thus should be given a considerable amount of thought.