LOGOS AND THEIR IMPACT
Aedriel Pureza | November 4, 2022
Before discussing the importance of a logo, we first need to understand what a logo is. A logo can be anything from the brand’s name, to its initials, a work of art to a simple outline, and from a myriad of colours to a single hue. In order to simplify the idea, a brand’s logo is the symbol of its company. It is their signature. It is how they present themselves to the world and distinguish themselves from other brands. A logo is the bridge that connects the brand with its consumers, and gives it its sense of identity. When you think of a brand, the logo outweighs its products, reputation, and other components in identifying their purpose as a company. That is the power of a logo!
Loco for Logos
Logos are everywhere. Look around, and I guarantee you’ll see at least a dozen. Every brand in the world has a logo that goes on each of its products. Being a tool of communication from a brand to its consumer, a logo is an explicit brand identifier representing that particular product or service.
Famous Logos
OrangeCrush. (2022). Unveiling famous logos. 37 of the world’s most famous logos and what you can learn from them. 99designs. Retrieved October 30, 2022, from https://99designs.ca/blog/logo-branding/worlds-most-famous-logos/.
Every logo aims to grab attention, leave an impression, and build recognition. Apart from the product or service, it is the basis of a brand’s relationship with its consumer. Nowadays, consumers have incredibly short attention spans. Hence, a well-known logo could be the difference between someone stopping to take a more comprehensive look or continuing on their merry way.
Contrary to the well-known metaphor, people do tend to judge books by their covers. Well-designed logos are not only aesthetically pleasing but also trigger an associative connection between a brand and its products. They are memorable and leave their mark on consumers who crave familiarity. As long as your brand has successfully snared them in once, they are more likely to seek out products with your logo than other brands' products.
Lights… Camera… Logo!
A brand's logo is a representation of the company itself. It is the core of a company's visual identity and is at the forefront of it all. Acting as the official symbol that tells consumers that they provided the product or service, a logo is the most recognizable aspect of the company. It helps drive the marketing and advertising of the brand. Think - Apple! You look at the sleek logo and instinctively associate it with the quality and value of the brand.
The brand’s logo should tell consumers the story of your brand. The colours, shapes, and fonts should represent the brand’s morals, values, and principles. Convey the emotions you want to resonate with consumers and stand out from competitors. Hence, companies are willing to spend thousands, even millions, of dollars creating logos that are unique and captivating.
I Solemnly Swear… Not to Change
Consistency is key. Consumers want that feeling of security in knowing their purchase is fitting. While it may take time to foster, once consumers like and trust a brand, they will begin to seek it out. That is where the logo comes in. It works as an identifier. A way for consumers to separate your brand from others and is usually the first thing they look for when in unfamiliar territory or looking at related products.
Although not always the case, a common practice when rebranding is updating the brand’s current logo. This brings with it advantages and disadvantages. A logo revamp can follow current design trends and make it more relatable to the evolving consumer market. However, brands must remember that people can grow attached to even the inanimate. Let’s take a look at Gap’s logo redesign as an example.
The Gap’s Failed Logo Change
The Branding Journal. (2021). The Gap Logo Change. Learning from the Gap Logo Redesign Fail. Retrieved October 30, 2022, from https://www.thebrandingjournal.com/2021/04/learnings-gap-logo-redesign-fail/.
On October 6, 2010, the clothing industry of Gap changed its 20-year-old logo to a new, updated version. The redesigned piece kept a similar theme to the original yet almost immediately received negative feedback from consumers and professionals alike. So much so that the company decided to return to the old logo after only 6 days.
Leave A Mark
A logo is more than just a visual design. It is a representation of a brand and its company. It connects the brand with consumers in a way that speaks to them without needing words. Consumers' emotional bond with a brand is directly linked to its logo. Changing it can even alter how the brand itself is perceived. To reach the target market, a powerful logo that truly represents the brand identity is a must.
References:
Adir, G., Adir, V., & Pascu, N. E. (2012, October 23). Logo design and the corporate identity. Procedia - Social and Behavioral Sciences. https://doi.org/10.1016/j.sbspro.2012.08.218
Calvert, M. (n.d.). Impact of a Logo to Create a Brand Image - Creative Studio. Creative Studios Derby. Retrieved October 27, 2022, from https://creativestudiosderby.co.uk/impact-of-logo-to-create-a-brand-image/
Masters, T. (2022, October 23). What Is Corporate Visual Identity? WiseGEEK. Retrieved October 27, 2022, from https://www.wise-geek.com/what-is-corporate-visual-identity.htm
7 Reasons Why a Logo is Important to Your Business. (n.d.). Tailor Brands. Retrieved October 27, 2022, from https://www.tailorbrands.com/logo-maker/why-a-logo-is-important
Westgarth, A. (2018, November 30). The Importance Of Having The Right Logo. Forbes. Retrieved October 27, 2022, from https://www.forbes.com/sites/theyec/2018/11/30/the-importance-of-having-the-right-logo/?sh=466f7e321ccb
Williams, A. (2021, December 8). Learning from the Gap Logo Redesign Fail. The Branding Journal. Retrieved October 30, 2022, from https://www.thebrandingjournal.com/2021/04/learnings-gap-logo-redesign-fail/