Logos are essential to the “face” of a business, as they can either make or break your branding. Logos should be well-designed and be something customers can identify with. We are visual creatures so logos are the perfect avenue to convey your company through advertising and creating an enduring brand image.
With this in mind, it is important to have a grasp of what your company’s message or vision is. Companies that are in the technology or sports industry typically have strong and angular logos to symbolise efficiency and speed. The Nike swoosh logo is famously known around the world because it is a symbol of speed and motion – something that Nike wants to identify with. If you are in the hospitality or service sector, it would be advisable to have curvier or circular logos to invoke feelings of trust. For example, AirBnb’s logo is curvy because trust is a huge factor in deciding to stay in a AirBnb house when you are used to staying in hotels. It is essential to match the logo with your company’s product, otherwise customers will feel confused and you will have missed out on an opportunity to expand goodwill.
The most successful logos and brands around the world tend to have these 3 characteristics:
Logos have to be simple, otherwise they are hard to picture and remember. Also, studies have shown that colourful logos are more likely to be clicked on or remembered. Lastly, logos should be unique and not similar to anything else to create a special image in the mind of customers.
Having a powerful logo coupled with an excellent product will do wonders for a business. Both will strengthen each other and give you a competitive advantage over others. The Nike and Adidas logos are so familiar with customers that it can be difficult to buy from other sports apparel companies. With that being said, brand image can only come with years of serving customers. Top businesses with great logos eventually reach the point where customers are willing to pay premium prices for something simply because their logo is on it. Think classy, premium logos like Ralph Lauren or Tommy Hilfiger. People will pay much more for a T-shirt with a Tommy Hilfiger logo compared to a simple T-shirt because they want to identify with the luxury brand logo.
When Things Can Go Wrong
Changing the logo design can have poor effects if you take it too far. Gap is the perfect example of when things can go wrong with a logo. In 2010, Gap changed their logo from its iconic blue background and white lettering to a beige background with black lettering. The public outcry was so huge that Gap changed it immediately. Several companies have made changes to their logos to keep up with the trends, but companies should be advised not to change it as drastically as Gap did. Keep the general direction of the logo but make it a little more modern. Apple, the world’s most valuable brand, is a good example of how to change over time. From their rainbow coloured Apple to fit the retro theme of the 70s, to a luxurious silver Apple today.
In conclusion, logos are crucial for businesses because they couple with the company vision, are important for creating loyalty, and as can be seen from case studies – have the potential to either make or break a company’s brand.