A Great Logo Makes a Great Difference
“The soul cannot think without an image” — Aristotle
Brand awareness is a goldmine that all businesses strive so hard to achieve. When you see the outline of a jumping feline, which brand do you recognize? None other than the sportswear company Puma. When you see the two-tailed mermaid printed on a green circle, you can almost smell the scent of Starbucks coffee beans being roasted.
For many people, the sight of a corporate logo itself is enough to help them recognize the company’s name. This is called “instant recognition” and can be the measure of a company’s commercial success.
The purpose of logos
A logo acts as the face of your brand. It is the first thing that people see whenever they go to your store or visit your website. It is the visual representation of your business values and beliefs, and it is meant to show your brand’s identity.
Aside from this, a logo can serve as a great marketing tool. Instead of only printing your business name on posters, billboards, and flyers, you can include your logo to make a better impression.
What makes a logo “great”
Different businesses have different values, services, and beliefs and your logo must be able to represent all of these. There are different characteristics that define a great logo.
First, it must be simple. Take the examples that I’ve stated in the first paragraph. These logos are easy to describe because they are not overly complex. Other examples of great business logos are Nike, Mcdonald’s, and Adidas.
Second, it must be unique. Of course, if you want to make your business stand out with the help of your logo, it would only make sense to create one that is like no other. A logo that has been copied from a different company will not only put your business at risk of plagiarism, you are also showing the public your lack of creativity.
Third, your logo should look good when printed on different media. If you advertise, you will have to include your logo in most — if not all — of your printed and digital marketing presentations. Sometimes, a logo looks very good on a computer screen but print it on a shirt and it immediately loses its appeal. A great logo design must be versatile, just like your business.
Great logo design is essential for your business
Like I said, your logo serves as the face of your business. It is the representation of your identity. When your logo is well-designed, it shows your customers that you are competent, detail-oriented, and overall — a great brand. On the other hand, a terribly designed logo (think logos made in Microsoft Word and with the help of clip-arts and oh-so-horrible Comic Sans) you are showing people that you do not care about your branding, which can lead them to believe that you do not care at all.
As your business grows, so does your customer network. If your business is known for delivering high-quality products and services, the sight of your logo will evoke positive feelings from your customers. When they see your logo engraved on your new product, they will be enticed to purchase it simply because of the great reputation that you have built. This is on the assumption that you, the business owner, actually spent a lot of time and effort in improving your services.
People need to associate your logo with something, and whether that “something” is positive or negative depends entirely on the competence of your business.