Making a difference is what we aim for when we build a brand. The perception of your organisation to the target audience is foundation number one in creating a memorable experience for your customers. Making a difference resonates in the design of our company logo when we communicate our message to reach our target audience’s expectations in a natural, friendly language.
Unique company logos have become essential to the building of our brand. Our distinctive company logo carries a message that will influence people’s impressions of our company and will, then, impact their purchasing decisions.
Nowadays, consumers shop according to their values. Brands need to respond to the view of their target audiences. Our design needs to connect with them in a friendly way to create an easy response to their anticipations, showing understanding and recognising their behaviours as a reflection of their needs and desires.
Company logos are then a perfect tool for all sizes of companies and industries to generate hundreds of contacts tailored just for your business. If you are thinking of starting a new company or if you feel your business needs a refit, a new company logo as the start of a new market strategy is the proper way to go.
MAKING A DIFFERENCE
There is the triple proposition that Alina Wheeler recommends us to follow: people, planet, profit. This proposition is the business model to follow to build a business measure success. The vital characteristic is to be authentic—show passion and commitment, stand for what we believe and speak the truth to staff and customers (people). A second quality is care for the communities and cultures protecting the environment (planet). The third essential feature is to stand real to our promises in a sustainable way to generate profits for external shareholders (profit).
A great exercise is to access famous company logos and analyse what they do and what they don’t do and why their logos work so well. Mostly, successful companies opt for simple designs with combining text and graphic design marks to create a solid visual brand icon for the company.
COMPANY LOGOS MAIN CHARACTERISTICS
About ¾ of companies tend to use one or two colours in their company logo. Choosing the best colour scheme for your company is crucial. As seen in an earlier post colour psychology plays a massive role in the way your company is perceived by your customers.
Source: DesignCrowd
It is essential to remember that your company logo is the essence of your brand identity. Its colours and its shape and fonts are unique to your business. And they will influence people in their call to action.
Fonts, for example, relate to the message you want your brand to convey. First, it needs to be readable and clean. And it needs to send the commitment your brand has to the market. Is it stable? Comic? Casual? Happy? Mature? How do you want your customers to remember your business?
Shapes, in like manner, also come with psychological connotations. Circles are useful to make your consumers think of eternity, unity, and timelessness. Squares and rectangles convey stability and order. In comparison, abstract or symbolic shapes usually rely on cultural specifics. For instance, often stars express patriotism or celebrities. Hearts are a universal symbol of love and arrows show directions. Be careful with symbols. Do some research before using them. Try to find out what they might mean in other cultures, especially if you are looking for an international market.
UNDERSTANDING USERS
As mentioned before, a brand is the perception of a company that is in the mind of those that see that company, not just their customers, but from every level of society. That is why understanding users are essential. Knowledge, added to a context of use, helps the brand deliver a desired effect. Company logos play a significant role in this increasingly complex market setting.
Another common kind of shapes used in company logos is organic shapes, which include those occurring in nature, for example, rocks, tree bark (for instance, logos for medical businesses or spas), or irregular non-symbolic shapes that do not occur in nature. The geometry and angles of those shapes also transmit different feelings to the viewers, to the communication of specific messages through their designs.
BRAND PSYCHOLOGY
The connotation of a value proposition is the first goal to reach. That is why most world memorable brands tend to distinguish themselves. They try to build the right connotation for the brand in the minds of the target audience. Linking the business logo to other tools of strategic marketing creates a corporate reputation or, in other words, how a brand can inspire people to think.
When graphic designers understand people’s needs and want, they are able to produce logos that interact with spaces and objects over time in different scales, media and environment and with what the audience expects and experiences.
YOUR COMPANY LOGO INFLUENCES YOUR BRAND
Generally, when people decide on a favourite brand, they use their eyes more than their minds. The visual image that communicates your company needs to be structured to influence the customers. From the design of the product to the visible marks of logos, like business cards, brochures, packaging and other tools for management and branding, they all need to create a beacon of loyalty and trust among customers and the company.
Think, for instance, of the Nike Swoosh logo. Isn’t it a perfect example of simplicity? It became a significant recognisable logo for a company that knew how to redefine its power. Transmitting this sense of authenticity, performance, and innovation, Nike captures those values in their initiatives and allows their customers to identify with the company with their products and with their emotions towards power fitness and athleticism.
ConceptDrop, brilliantly, summarises Nike’s branding strategy and the use of its company logo:
“Branding is one of the most crucial aspects that creates and defines a company’s identity. By building up its brand, a company is taking a series of steps to create value, and brand visibility, and make its products desirable. A successful brand should give consumers something to identify with or something to utilise in their life, giving the product both meaning and use. Take it from Nike, whose successful dominance in the world of sports has thrived on their ability to construct their brand image, visibility, and giving the company logo extremely high value.”
COMPANY LOGO MANIFESTO
- Aim to be recognised and generate a response
- Understand the people you are trying to reach
- Identify their needs and perceptions
- Decide what information you need to communicate
- Be different and effective
- Design a logo to communicate your company with the public to make a lasting impression on your business
- Make sure your logo is versatile to different types of platforms such as banner ads, email templates, prints, web, stamps, brochures, mobile apps,
- Remember, people, planet, profit.
WHY BUSINESS LOGO IS SO IMPORTANT TO YOUR COMPANY
Source: Think Marketing
There is nothing better than the first impression. Company logos like Moss51.com can help a business create a compelling first impression, especially in this ever-competitive market. Let’s recall some aspects that have been mentioned so far:
- Company logos provide Brand Identity: a unique identity to convey the business message of your company
- Recognition for their high standards of service and quality to build trust and loyalty
- Professional approach to your brand in the conduction of your business conveying a reliable message of assurance and quality
- Competitive edge over business rivals to help you manage competition effectively
Business logo design helps us share a confident view of our company with potential customers with a clear, unique, and individual message. Please share your opinion with us on the importance of a business logo to your organisation in the Comments area below.
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