Why Are Logos Important For Your Business
Author: Shenole Latimer
I want you to try an experiment with me. Take a look at the 6 logos in the featured image of this blog post. You will notice that none of them have their company name associated with them.
The first thing that I would like you to try and do is see if you can identify what company belongs to each logo. The second thing I want you to do is think about what comes to mind when you look at those logos. What aspects of that company do you think of? What are some of the images that appear in your mind's eye?
Well, that little exercise virtually answers the question that was posed by the title of this post! When it comes right down to it, I think we all know that logos are important for your business. And, I’m sure that most people have a general sense of why they are important. But I would like to get a little more granular and explore some of the specifics.
I’m certain that reading this article will help you become aware that a lot of thought actually goes behind coming up with a logo design!
Logos: The Foundation of Your Brand Identity
- Logo Designed by Steve Gomez of Sharp 9 Media
When you are laying down the foundation for starting your business, an incredibly important and fundamental step in the process is planning out what your brand identity will be.
What is brand identity?
This definition used in an Investopedia.com blog article that was written by Sandra Lim is so perfect and succinct that I must quote it…
“Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers’ minds.”
Can a definition be any clearer and to the point than that?
Taking things one step further, brand identity is a key ingredient, along with implementing ad campaigns and using consistent theming, that forms the perception in a consumer’s mind of the totality of the brand...the brand’s “personality” if you will. This perception that is formed in a consumer’s mind is referred to as the brand image.
Another way to look at this is to use an analogy. And yes, I love using analogies!
If we were to consider the brand of a company as a story being told, then the brand identity would be all of the separate components that make up the story. So things like colors, fonts, and slogans would be like the characters, sets, and the script. The company’s logo would be the stage that everything is set upon.
- Milk campaign slogan used by dairy farmers
When you consider that a company’s logo must capture all of these elements succinctly and within one image that is memorable, it surely starts to become more apparent how important logos truly are!
Logos Help Separate You From Your Competition
When it comes to small businesses, have you ever noticed how many different companies within the same industry will have similar logos? The best example I can think of is with pizza places.
Take a look at the logos below and see if they seem familiar...as if you’ve seen logos like them before.
How many times have you been to a pizza place where the logo looks something like these? Notice how the central theme is around a chef with a big mustache and the chef is always holding up a pizza pie or at least a slice.
I’m originally from Long Island, NY. Just like anywhere else in the greater metropolitan area of New York City, you can’t throw a rock in a direction without potentially breaking the window of a pizza place!
Well, maybe there aren’t THAT many pizza places, but believe me when I tell you that there are definitely plenty!
With so many pizza places in relatively close proximity to each other, all of them having similar logos, good pizza, and similar prices, what way does the owner of a pizza place have to distinguish theirs from countless other ones that may be in the same area?
Well, let’s take a look at the logos of a few big names in pizza. Recognize any of them?
Notice how distinct the logos are from each other. Also, take into consideration whatever thoughts and images came to mind when you saw those logos.
I’d be willing to bet that when you saw the first batch of logos that were sort of stereotypical of what you would expect from many pizza places, that the thing which came to mind was simply pizza.
Conversely, when you saw the logos for Pizza Hut, Domino’s Pizza, and Little Caesars I’m sure that you may have thought about times you may have tried their pizzas. Maybe images came to mind of their commercials.
What was it that conjured up all of those thoughts in your mind? It was seeing their logos that did the trick.
There is a word for the products or services that come from companies that can’t distinguish themselves from other similar companies. That word is “GENERIC”.
The Psychology Behind Logo Design
When it comes right down to it, it’s factual to say that there is a level of psychology involved with designing a logo for a company. Probably the least complicated aspect of a logo design, psychologically speaking, is that customers actually expect a company to have a logo.
Think about it from the perspective of a customer. Which type of company would you take more seriously, one with a logo or one without a logo?
Beyond the psychology behind the expectations of consumers, there are other psychological aspects such as the psychology of colors and the psychology of shapes used in logo design work.
Psychology of Colors In Logos
It is a long established fact that different colors represent different things. Whether used subtly or in an obvious fashion, colors are one of the tools in the toolbox of a good graphic designer who knows how to use them to evoke the sort of response that is desired.
Let’s take a moment to become familiar with the symbolism associated with some colors in logo design.
Blue - This color is often used to symbolize dependability and trust.
Green - Words associated with this color are “balance”, “safety”, and “growth”.
Orange - Seeing orange in a logo or in marketing materials often shows the company is trying to communicate a sense of optimism, freedom, impulsiveness, or extrovertism.
Red - If a company is trying to evoke a sense of passion, leadership, excitement, youthfulness, or power you can bet the designer will use red.
Purple - Conveying creativity, the unconventional, or fantasy is the job of purple.
By listing out some common colors and their associations, we are only scratching the surface of this topic. The psychology of colors in logo design, and indeed marketing as a whole, is a far deeper subject.
Logo Design & The Psychology of Shapes
The psychology behind colors may be a topic that is more talked about than that of the psychology of shapes in marketing and logo design, but the symbolism involved with shapes is no less important.
Just as certain colors can lead a person towards certain associations, so too can different shapes. Here are some examples:
Circles - Graphic designers tend to use circles to communicate a welcoming message, unity, and reliability.
Squares - When things like security, safety, or power are the impressions to be made, the logo design will often have squares incorporated into it.
Triangles - Usage of this shape can be a little complicated because of many factors, including how a triangle is perceived based on which direction it is pointing. That aside, you will commonly see triangles in scientific industries, construction, and legal disciplines.
Organic Shapes - If there is some element in your brand that points to nature, you will likely see organic shapes like a plant, tree, or an animal being used in some way.
Remember that a brand’s image is the resulting impression that people get from brand identity factors that include the use of colors and shapes.
Logos Can Appear Wherever They Are Needed
So far, we have gone over how logos bring together various elements to help form a consumer’s perception of a company and what it has to offer. I even described tools like colors and shapes, which are used in logo design to evoke certain psychological responses in a consumer.
Now I’d like to bring to you one more consideration towards why logos are important for your business...logos can be anywhere you need them to be!
Think about the usefulness of having a symbol, that is the embodiment of your company, there to influence the thoughts and decisions of consumers wherever they may be.
The ability to provide consumers with exposure to your brand through multiple mediums shows the immense level of importance that logos have to your business.
A company’s logo can be placed in marketing materials such as business cards, mailing envelopes, posters, complimentary pens, or key chains. Logos can appear at a sponsored event like a community festival, sporting competition, or a convention. You can even have your logo appear in the marketing materials used by a charity organization you support. In this way, you can showcase your company’s community involvement.
There is virtually no limit to the ways you can use your company’s logo to promote awareness to your business and form a public perception of the services or products you provide.
Call Us For Custom Logo Design
Logos are the ultimate representative and face of your business, which is why they are so important for your business.
A professional graphic artist, like the one we have at Sharp 9 Media, knows how to combine the various items that make up a company’s brand identity into a symbolic embodiment of that company’s essence. This results in a logo that delivers a strong and cohesive set of messages to consumers that help form the perception, or brand image, that they will have of that company.
If you own a business looking to have a logo designed that will accurately represent the values of your company and what it has to offer to consumers, give us a call at (863) 877-4200. We would be happy to start the process of designing a custom logo for your company.