Nov 5, 2019
A picture tells a thousand words. What does yours say? Close your eyes. Think of a brand such as Apple. What do you see? A logo is the instant snapshot of who you are. In a momentary glance it encompasses your brand’s reputation, personality and drive. What’s more, it’s memorable. It etches itself in to the mind in a way that’s tangible. A logo is not simply a pretty little image, it’s about the impact your brand makes and leaves. As such, a logo should be a priority.
Think of a logo as being the imagery behind your brand. It’s who you are, in its simplest form. Your logo is what potential customers will first notice about your business. Given that first impressions matter, your logo needs to be considered and intentional, not accidental. This means that before you consider the design of the logo itself, you need to think about what you want it to convey. This will include qualities such as trustworthiness, professionalism, humour, sophistication or any other brand characteristic which define you. The human brain processes images 60,000 times faster than text. That’s staggering and it underlines just how powerful a carefully conceived logo can be.
As such, a logo has immense power to grab attention. People are bombarded with information in the digital age. Grabbing attention among-st that maelstrom of noise takes something special. An excellent example of a business which has nailed this attention-grabbing is Starbucks. And it’s all down their logo. In just moments a viewer sees and perceives the logo, and, literally, judges the business on its appearance.
Your logo really is the foundation of your brand. It brings together your brand identity in a nutshell. Try and do that in a handful of words alone and you’ll discover that it’s nearly impossible. Yet a logo can convey a story which entices the viewer to feel something in just one glance. When they feel something, they act. This is where an expert designer is worth their weight in gold. Colours, fonts, shapes and tones all hold incredible power. Between 62% and 90% of consumers base their first impression on colour alone. You know this yourself. The psychology of colour explains how we associate different emotions or judgments based on colour. For example, we associate blue (the most used colour in logos) with intelligence, trust and efficiency. We associate red with activity and strength. Black conjures up a sense of sophistication and security whilst yellow inspires optimism and confidence.
Once a logo has got someone sitting up and paying attention, it’s then important that it leads them on in their relationship with your business. It becomes the way your brand is recognised and remembered. Thus, when someone then sees your brand again (remembering we operate in a multi-channel world), it will again conjure the same feelings as it did the first time it was viewed. A logo serves to be the positive-recall which may not happen through your company name alone. Even if someone forgets your name, they will remember what you look like. This allows you to nurture their relationship with you at every touchpoint, simply through careful use of your logo and overall branding concepts. In turn this begins to allow your business to stand apart from the competition. Your logo makes you unique. It draws your audience onwards in to a relationship with your brand which grows.
This nurtures brand loyalty. No matter where or how a consumer sees your brand, they know there’s consistency because of the logo alone. That allows them to gradually become more loyal to you. Again, let’s use an example. Let’s think about the Nike tick. If you see active wear with the Nike tick, it inspires the feelings of trust, consistency and strength. You don’t need to read the company name. You don’t need to read any information about the item. You simply trust it because you know the logo. It brings up all the feelings of loyalty. That’s powerful stuff. What’s more, your audience expects to see your logo whenever they come in to contact with you. They become attached to it.
All that’s really left to ask is does your logo work this powerfully? You need a logo which conveys your brand, invoking emotions and loyalty. It’s a priority if you want to boost your business. But as you can see, it’s actually quite a tall-order to get right. It is so pivotal to your success that you should never leave logo creation to chance.