Stylized images like family crests have been used for thousands of years to promote originality. These images were cultivated with care and, similarly, your logo design should be an extension of who you are. To better understand, a logo is the most elemental component of brand identity design and will serve as the face of your business for many years to come.
Ask a Brand Identity Design Expert: How Important Is Your Logo Design?
A logo is indescribably important to your brand’s recognizability. You might liken this element to a country’s flag: unique, distinct, and rich with meaning. Just as a flag elicits emotions in those who understand it, your logo should convey a message that is quickly and easily digested.
Perhaps your business is built on a platform of playfulness, elegance, or sheer power. Your logo should be designed accordingly so that it is the first thing customers think of when your brand pops to mind. In other words, a logo should describe who you are without saying a single word.
Sticks in the Memory
Your business is likely comprised of many elements, including a social media presence and website. If done correctly, however, customers will first note and remember your logo.
A fragile or confusing logo will turn away customers or suggest that you, the business owner, lack a marketplace position. You can take the first step in creating a memorable logo by focusing on the color scheme. Color psychology is a fairly complex field of study, but generally speaking, using a specific hue in your logo can help align your brand with intended customers.
Blue, for instance, is generally considered calming, while black suggests stability. Likewise, people generally think of red as exciting and orange as vibrant. Although color psychology cannot be described as an airtight science, a hue can undoubtedly channel a subtle meaning or, if chosen wrongly, ensure your brand is overlooked within its target market. The point is your logo and its colors should connect to audience members in a meaningful way.
Builds Trust
If consumers lack trust in your brand, they will not purchase your goods or services. How do you build trust? With a logo that accurately reflects your brand’s culture and values. The best logos are structured and straightforward, like Nike’s. Your logo should also be easy to replicate across different channels so it’s in all the same places as your business. A trustworthy design:
- Mirrors current trends
- Marks your brand as unique
- Uses appropriate fonts
- Deftly evolves over time
Encourages a Sense of Longevity
As a seasoned graphic design company will explain, a logo represents your brand as well as a commitment to the customer. Consider a company like Sherwin-Williams. They’ve stuck with the same logo for more than 100 years and, as such, encouraged customers to remember and join in their history of quality. A logo that stands out but at the same time matches your industry assures customers you plan to be in the game for a long time.
A logo is more than a visual representation of your brand. It is a creative way to describe who you are, stick in the memories of customers, and connect meaningfully. If well executed, your logo will also help you build trust and encourage a sense of longevity. By well executed, we mean a logo that employs color psychology and reflects the appropriate font, among other variables.graphic design company