The Importance of Logo
Every day we see thousands of products — in the supermarkets can on TV, on the Internet or wall posters, cars in the street, clothes on people.
16:22 22 December 2020
We recognize the objects by their colors, shapes, and, of course, logos. But we don't think about how it affects our decisions and relationships with a brand, even though our subconscious captures the smallest nuances and creates our impression of this or that product.
To understand the meaning of a logo, corporate visual identity, and the concept of a brand to a company, let's define the terminology.
A logo is the visual recognition of a company through the use of a symbol, typeface, or a combination of the two. When a logo becomes recognizable to a large number of people, its basic functions come into play. A logo serves as the simplest way to recognize a company or product on print or web media.
Brand visual identity is a more complicated concept. It is a set of techniques and images, which forms a general style of the company and is used on all its promotional products. Of course, a logo is the basis of any brand’s visual identity.
A brand is a perceived emotional corporate image as a whole. A brand cannot be designed or created. It is the collective perception of a company as something that is built on the perception of a company's logo, its corporate identity, the goods or services it produces, and people's experience of interacting with the company. Brand importance and value builds over time in the minds of customers.
For example, the iconic Instagram logo in its gradient purple and yellow. Its signature style and recognizable attribute have been the colors, the shape of the icon, and the “photo cam” reference.
Ideally, the logo of the organization through visual means should express the main direction of the company, reflect its positioning and brand philosophy. In the marketing system, there are four main types of logos: text logos (logotypes), graphic logos, combined (text plus graphics) logos, and emblems. Let’s look at them in more detail.
The text logo is understood as a company logotype, a nameplate in a unique typeface, which is the original drawings of the abbreviated or full name of the organization or a specific product that it produces.
Graphic logos are corporate symbols, special signs. Often they take the form of a stylized simplified image of an activity, product, or professional tool, which is a kind of image of the industry, line of work or profession, the drawing, reflecting the purpose of the company or brand.
Combined logos include two elements — text and graphic. Experts believe that a combination of text and an icon is perceived and remembered by consumers much better.
Finally, the emblem is commonly understood as a logo, which characterizes on the one hand the activities of the owner, and on the other - the very attitude to the subject of activity. Usually, emblems take the form of a conventional image of an idea or a brief story about the subject of marketing.
The emblem is usually the most interesting type of logo — look at the cars, each famous automaking brand has a rich visual identity history and at least one super recognizable version of the emblem, which has whether a deep meaning and reflects the legacy of the brand, or modern exquisite design. Some legendary car brands are lucky to have their emblems both meaningful and stylish, check allcarbrandslist.com to find out more about the most interesting car logo stories.
Historically, the logo is considered the brainchild of the author's mark and later — a trademark. These kinds of marks used to be in the form of stamps with the name of a creator or workshop. Artisans put them on their products, artists marked their paintings with them.
For the first time, the term "logo" was used in typography in the 19th century. For a long time, the term was used to denote the union of several characters in the typography. Today, the term "logo" is quite commonly used in marketing. As one of the main elements of corporate identity, it plays an important role in providing market recognizability of the organization and its products.
Successfully designed, a logo can significantly improve the effectiveness of advertising, raise the company's image, and have an impact on its perception in the market. At the same time, a poorly chosen logo (or its absence at all) in the best case can deprive the organization of one of the most important competitive advantages - recognition, and in the worst case - even to alienate potential buyers from the company.
The main functions that a logo performs:
- Helps a company stand out from the list of its competitors. The logo is the face of the company. That is why it should be as associative as possible, and evoke only positive emotions.
- Causes confidence in customers. Not all companies have their logo. But all famous brands have it, so customers often trust more, and choose goods that have a recognizable
- Provides a legal guarantee of ownership. The logo, like a company's products, is its property. Therefore, if your logo is used by another company, it can be held criminally liable for doing so.
- Aesthetic function. A well-designed logo can make any product more attractive and unusual, making it stand out among competitors' goods.
- Promotion assistance. The company logo is used everywhere: on business cards, banners, products, store signs, social media, etc. It is constantly insight, and therefore should be easily remembered and put aside in memory.
All these functions can be performed by any properly and well-designed logo, which is why it is necessary to choose a logo responsibly. The components of a quality logo are uniqueness, memorability, attractiveness, and creativity. The logo also has to be readable and scalable, to look good at any scale, from business cards to huge banners.
A properly designed company logo is associated with stability, quality, convenience, and reliability. It creates a feeling that the customer chooses the best product. Potential customers subconsciously begin to trust the seller.
That is why you should pay special attention to creating a logo because such a small image plays such an important role in shaping the company's image.