When it comes to the intellectual property (IP) of your brand, its logo is the first thing that comes to mind (other than its name). Other than being the most iconic of the IP in question, they’re used in almost every marketing method used by the company, thus making them an essential piece of one’s branding efforts. In other words, this is an image that will be in front of everyone’s eyes when interacting with your brand. With that in mind, is having a well-designed logo really that important? Let’s find out.
1. Keep it simple
Two most important objectives that you’re aiming for when designing your logo are that it’s easy to memorize and describe with words. This is vital for brand recognition (something we’ll discuss later on) and your ability to earn some additional word of mouth recommendations (WOM). Also, bear in mind that it’s a job of your logo to introduce your brand. By using an industry-related symbol or icon (a cross for a medical organization, a book for an educational center, a ball for a sports organization, etc.), you’re stating your industry right away. This too can help you make a great first impression on your audience.
2. Fitting different formats
The next thing you need to keep in mind is the fact that your logo will appear in different formats. Other than being on your product packages and merchandise, it will also be displayed on your website (usually in the top left corner), even acting as the alternative ‘home’ button. On your social media profiles, it will usually be your profile picture, possibly even a cover, which may require some additional formatting. Should your business decide to develop an app, it will act as its icon. In other words, your logo is going to be everywhere, which is why it’s so important that it’s well designed.
3. It makes your merchandise more effective
Keep in mind that your logo will be on all your merchandise, as well, which is why you need to consider how it will look on branded promotional products. Remember, every person wearing your merchandise is a walking billboard, which means that others will be faced with your logo, as well. It is your objective to allow this logo to speak for your business and introduce you to others even when there’s no context behind it whatsoever. Achieving this is not an easy task but there’s definitely a way for you to achieve it.
4. Helping you stand out
Perhaps the most important function of a logo (alongside brand colors) is allowing your brand (your products, headquarters, etc.) to be instantly recognized and differentiated from those of your competitors. When they’re faced with two products, your average customer will examine their price and their design, yet, they might not pause to read about all the features that come with them. Keep in mind, however, that people are more inclined to buy products that they’ve already used. This means that having a recognizable logo may even help you earn some return customers.
5. Brand recognition
Brand recognition is a concept where people are able to recognize your logo, company name and products. Later on, this concept leads into brand awareness, yet, without a memorable logo, it’s dubious whether you’ll be able to get this far. In the previous section, we’ve talked about your ability to stand out amongst your competitors. Well, with a unique logo, this will be made much easier. This is why it’s so important to find a skilled designer, bounce off some unique ideas around and pick something that will be ideal for this purpose.
6. Making you appear more legitimate
The last thing you need to understand is the fact that every company out there has a logo and it’s something that your audience will come to expect from you, as well. Sure, anyone can make a logo in Adobe Photoshop or any other editing tool, yet, having a professionally-made logo is something entirely different. What this means is that you invested extra effort and resources into making your brand presentable, which makes people realize that you are, indeed, legitimate. Keep in mind that this recognition doesn’t have to come directly or even consciously in order for it to be effective.
The best thing about designing your logo is the fact that this is something that you need to do only once. Sure, during a rebranding process, you may change your logo and even some of the world’s greatest organizations have allowed their logo to evolve over time. Still, an investment that you make here is bound to have a positive return and pay itself many times over.