Apple. Google, Microsoft, Facebook, and Coca-Cola. What do these four brands have in common apart from that the fact that they are the top 5 of world's most valuable brands? Distinct and instantly recognizable logos. These are just some examples of instantly recognizable logos associated with brand names. How many times have we seen a similar image and have been instantly reminded of a famous brand?
Do you think this happens by coincidence? Absolutely not. These brands, as well as countless others, have worked diligently on their design elements to ensure a subconscious connection with their target audience. Yes, it’s true that they are huge names and have the business potential to back this up. But at some point, there is a much deeper visual connection, and that is because they have worked consistently on the most striking feature of their brand identity, the logo.
One might argue that “the logo doesn’t make the brand, the brand makes the logo.” But there are many benefits your brand identity can achieve if you work on your logo and your visual branding. We've compiled a list of what we believe are the top 5 benefits.
1. Brand identity
The business logo is the primary visual representation of your identity. Before anything, your customers and potential customers will see your logo and other aspects of your branding and even judge your brand on it subconsciously. Granted, some businesses have a distanced logo but most of the successful ones have a design which resonates deeply with the brand identity.
Your brand is what people say about you when you're not in the room.
- Jeff Bezos – Founder and CEO of Amazon
2. Poorly crafted logos portray a neglected brand
A poorly designed logo or a fatal flaw in your design could be remembered for a long time. The initial reaction of existing and potential customers alike will not be a positive one. Consequently, every time they see this logo will reinforce the negative image. Remember, it takes a lifetime to build a reputation but only a moment to ruin it. Sometimes, even a well-established brand might be subject to humorous criticism regarding their new logos:
Source: https://www.theguardian.com/media/2010/oct/12/gap-logo-redesign
3. Presentation does matter!
According to a research study, 45% of a brand’s image can be attributed to what it says and how it says it. In our current digital age, corporations cannot hide anything from their clients, entire reputations can be made and destroyed in a single click on social media. It is essential that you reinforce your corporate image with a logo that projects strength and positivity. A logo is effective when it’s aligned with your brand’s vision, message and values.
4. Colour's effect on buying decisions
Colours can garner strong feelings from the audience regarding your business and the value it adds to their lives. Similarly, using the appropriate colour in your branding can influence buying decisions in a positive or negative way. The graphic below shows how different colours can prove to be major influencers for prospective buyers.
Source: https://www.shortstack.com/blog/the-psychology-of-color-how-it-affects-buying-decisions-infographic/
5. Brand recognition and colour
Research also suggests that colour increases brand recognition by up to 80%. Suppose you see a certain colour and it reminds you of a certain brand. This happens all too often. This is because successful brand logos are so deeply integrated with their brand image that the average consumer automatically makes that association.
Is There More To It Than Just Visual Upkeep?
Definitely yes. Premium design helps high-end brands stay ahead of the curve. With the popular market saturated with competitors, the industry leaders need to be seen as current and on-trend. When a brand achieves a certain stature after years of maintaining the superior quality of service; all it needs is repetition and reinforcement of its identity and perceived value to the customers. What better way to do that than with design? Therefore, the elements in your logo need to reinforce the perception that consumers already have in their mind about your brand.
Wrap it all up in a bow:
A brand’s style guidelines go a long way beyond what colours go into its website or the styling of the corporate brochure. It is a unique feature by which a brand can truly distinguish itself from the rest of the market; and what better way for a brand to do that than a cutting-edge logo which can turn out to be the very essence of its brand identity.
Article by Richard Walsh
As a certified inbound and content marketer, Richard believes in the need to create high-quality compelling content, that drives engagement and interaction. Richard has been developing brands and high-quality web experiences since 2001. Book a meeting with Richard to talk about your branding and marketing efforts.
