The importance of the logo for brands

All brands have a logo and this, for some years, has been the object of study in the marketing area as an essential element of the brand. It is usually a graphic element that should instantly identify a brand and symbolize its main values ​​in the most memorable way possible.

The logo can be an icon, an emblem, a word or phrase or a combination of all kinds of content, such as the name of the company with a symbol or illustration. In fact, successful brands typically have a strategically created, memorable logo with consistent brand positioning, tone, design, message, and story. The elements are made up of colors, calligraphic or typographic fonts, illustration styles, shapes and historical references, all used to communicate something. Due to the importance of this, more and more people decide to specialize in brand management and the analysis of the Brand Equity in which the analysis of the logo design is essential. For this reason, it is essential to choose the appropriate platform for the realization of the logo. anchor text: brand management.

Logo design components

As you must already assume, the graphic design of logos is very important to show the world your brand identity. A good logo is easily identifiable and plays an important role in the psychology of consumers and potential clients. The most visible elements are:

Color: perhaps the easiest aspect to remember and the most used in the entire universe of the brand. Choosing the tonality does not create the corporate identity by itself, but it plays an important role and must be aligned with the entire strategy and communication of the brand. In addition to that, the color of the logo has the ability to create sensations and psychological associations in the minds of consumers, which are reflected in the perceived emotions. For example, we associate products with a high value when brands use gold, silver or dark tones.

Font: if the name of the company or activity is present in the logo, choosing the right font can be decisive and have a great impact on the way recipients interpret the business. For example, there are types of letters that convey the future, while others refer us to the old. If you want to communicate in your logo that the value of your product is its ancestral past, you should not opt ​​for fonts that are too minimalist or that convey speed, but rather for one that suggests tradition.

Symbols: The goal is for people to easily remember or identify the brand just by looking at the symbol and not to mistake it for something else. Therefore, the logo must be unique, eye-catching and direct. Among the best examples are Nike, Coca-Cola or Apple.

Why is the logo important for a brand?

You must have noticed by now that logos are (literally) everywhere. It even seems that they follow us wherever we go, being integrated into our culture and lifestyle. Logos influence our decisions, communicate and represent the values ​​of companies, being many times full of meaning. But what is your main objective? Or, in other words, why do they exist?

Everything is related to identification. It is basically that. Trends come and go, design tools and techniques evolve, but that specific brand with a unique logo will never disappear from the collective memory.

There are some factors that companies should reflect on before designing their logo, such as which are the competitors' brands and how they are presented, what colors and symbols are used by them and how they can be differentiated through the logo to achieve stand out in the market in question.

1) Identify the queen brand A company logo design does not need to have implicit meanings. In fact, the focus should be on identification. Any meaning or association will emerge over time, through interaction with the brand. A new logo is an "empty box", without meaning, even if it is intentionally associated with it. Over time, semiotics will be added through the continued use of marketing and the interactions that consumers have with the brand.

For example, when someone sees a logo they have seen before, they immediately associate it with their memories, experiences, and previous interactions with the brand, establishing instant brand recognition. In sum, a well-executed logo design(Affordable Modern Logo Design Agency in London, UK) is going to be memorable, helping the clientele to remember the brand.

2) Logos influence our decisions From day one we built a visual library in our minds and began to associate fonts, shapes, and colors with specific emotions and ideas. Just by viewing a logo, whether we like it or not, we immediately make value judgments, perceiving a business, product or service in a certain way.

In fact, if a certain logo (and its respective brand identity) is related to the type of company, product or service we are looking for and we want to have some kind of relationship, we will proactively interact with the company and buy its products and services. .

3) Make a good first impression

With so many companies and options in the world, a brand has little opportunity to impress and attract customers. Therefore, if aspects such as the web design of the logo fail, the whole process can be compromised. We must take care of the application and existence of the brand in all contexts, uses and formats, from its application on the product to its placement on the official website.

4) Communicate brand values ​​and their additional meanings

Although the first objective of logos is the identification of the brand, they can also be used to communicate important messages and values. For example, if it is an ecological brand or if it is close to its clientele.

5) Position yourself in the sector

Logos are also a unique feature of the business (or, at the very least, they should be perceived as such). And this happens because a logo with a quality design can communicate anything from the main value of the company to its corporate mission.

6) Promote brand loyalty

As a brand grows, its logo ends up being more familiar to a large number of people, creating the perception that it is a trustworthy brand and increasing the so-called customer lifetime value (LTV), that is, making it search frequently to the company. In these cases, the first thing you think about is the logo.