BRAND IDENTITY | 4 MIN READ
Importance of Great Logo Design While Starting a New Business
Written by Marcin Rzymek
Yes, you heard it quite right! You can make your Brand stand out with just a great Logo that is catchy, meaningful and wonderfully presents the Brand story.
Here are some of the ways why an attractive Logo is essential for a New Business.
An emblem of Brand Vision
A Logo is in itself an embodiment of Brand Vision and a graphical element that identifies a company and separates it from the other. Now when a Company is looking to Brand itself and enter the market strongly, they make sure that their Logo shows what the true ideals of practice as in their Company.
For instance, you can’t give the Logo of a dagger to an organisation that is working to promote peace, neither can an arms manufacturing company have a white flag in their Logo. This is all about keeping it aligned to the Brand’s Vision, and this is what a Logo does! It gives the ‘first image’ of the Brand.
Colour Psychology and Logo designing; how they go hand in hand?
This is what generally seems to be a topic for the Graphic Designers but has a considerable significance for nearly everyone that associates himself to a Brand. So when you are looking to get a Logo designed, make sure that the following care has been taken.
- Colours and elements in the Logo resonate with the Brand Vision.
- Symbol and font colours are positive and reflective of growth.
- Colours used in the Logo aren’t suppressive. They should make the Logo standout when viewed with the Logos of competitors.
- Logo must be by the overall emotional standing of the sector in which an organisation is working.
- Elements and the colours should be closely related to show a complete picture of the Brand Vision rather than just a visual.
Process of designing such a Logo can be a headache, and this is why companies take immense care in how their Logo should be designed.
A well-designed logo builds trust:
Yes, it is one of the most critical factors that contribute to the chances of how target market will respond to the call made by the brand. A Logo that relates to the emotions of the target market and in accordance to how they feel about the problem being solved by the brand gets a better response.
On the contrary, ill-designed Logos are the ones that fail to kick off. Either they sink somewhere in between or even of the Brand is doing good. It loses a lot of the returns on marketing since the target market doesn’t recognise the Logo as being affiliated to any Brand. In simple words, people know the Brand by name, but they can’t recognise it by their Logo.
A strong logo backs an innovation:
If you are a New Company or a Brand that is trying to disrupt an existing or new market, you need to make sure that your logo says the same. It should reflect your Company’s goals and should be a representative of your unique selling proposition (USP) as well.
If your Logo shows what innovation you are bringing forth in a market and what outcomes you expect, the job is done! Even if it shows half of this, not a bad deal. But if your Logo is just a text bordered in shape, I am sorry you need to raise your standards in Graphic Designing. It might look classy on business cards and the website, but it isn’t communicating the innovation message of your brand.
“There are three responses to a piece of design – yes, no, and WOW!
Wow is the one to aim for.” – Milton Glaser
This is why it is just another visual, not a Logo that “identifies and separates you from your competitors”.
A good logo brings recognition as well!
This is what we all believe. An excellent and attractive Logo will catch your attention even from the farthest distance. If you are a huge Brand, the chances of recognition are by default more. It doesn’t matter if it shows the Brand story or not. Just see the “f” for Facebook or the “t” for Twitter. They are small letters, but they became a part of the global buzz, and hence they don’t need any other way of recognition.
So, now when their target market sees anything with an “f” or a “t” on it, they automatically realise that this is about Facebook or Twitter respectively. On the other hand, new Brands should try to get a Logo that brings recognition without spending heavily to generate a buzz at the required market level.
A real-life example
What if you have a race course for horses and you name it “The Funky Jockeys” and use “TFJ” as a Logo?
Would you expect to get the same amount of recognition at least locally? No, you can’t get it! Until and unless either you become a part of a local buzz by some aggressive marketing tactics, or by changing your Logo altogether. A small Icon of a jockey with the initials of “TFJ” might go in nice with the Brand message. You can even dig down deeper and show one or two more Brand values to make sure that your Logo now sets you apart from the competition. Thus proved, a nice Logo not only helps in marketing but is also a way to position yourself relative to your competition.
As discussed above, a beautiful Logo is the one that “identifies and separates you from your competitors”.
So when you are thinking of getting a Logo designed or are assessing the performance of a Logo designer, see if the Logo in question meets the set criteria or not. If it does, you are on your way to building a wonderfully successful Brand. And just in case it doesn’t, you have taken the first step in the wrong direction. Better get it right as soon as possible. If you see branding as too complicated process, I have written an article explaining the branding process, to let you understand it better and know what steps need to be taken.