While establishing your business into a reputable brand, you might create multiple strategies. However, designing a logo might not be your top priority probably because you don’t know the benefits of having a strong and memorable logo.
Logo design lays the foundation on which your brand grows.
The logo presents the core values and philosophy of the brand.
Logo design plays a crucial role in establishing brand identity. According to a report, brands that have emotional and unique logos have a positive impact on your target audience and help in attracting them. If your logo is attractive and engaging, customers remember your brand. It’s not just a graphical design, but represents your philosophy and connects with your customers on an emotional level. Each color, font, style, etc represents some emotion and value.
In this article, we’ll learn what is a brand identity and brand image why you need a brand logo, and its impact on customers. Also, we’ll learn the elements of a logo and tips for designing a logo!
Brand identity and brand image
Brand identity and image are often used interchangeably but they are not the same. However, they both are important for your brand’s growth.
Brand identity is how you wish your customers to perceive your company. On the other hand brand image is how your customers perceive you.
Ideally, these two should be aligned to each other. While designing a logo you must deliver your core values and message to your potential customers. Also, monitor how your potential customers perceive it. While designing a logo you must consider the cultural connotation of a certain color.
Brand identity is substance or strategy oriented while brand image is appearance oriented. Brand identity is the total promise that a company makes while brand image is the total perception of the customers about the brand. Brand identity consists of a logo, graphic style, tone, font, color, tagline, etc. Brand image is built on trust, emotion, reputation, impression, belief, etc. Brand identity is objective based on facts and designs while brand image is subjective based on an individual’s experience and preferences.
Brand identity is consistent, brand identity can change with trends, customers changing preferences, experiences, etc. This is because brand identity is built on internal factors such as company goals, philosophy, values, etc and brand image is built and resulted on external factors such as advertisements, packages, etc.
Why you need a brand logo and the impact of logo psychology on customers
Every business needs a brand logo for the given reasons
- It helps in establishing your brand identity
- Helps in the recognition of your brand,
- Adds professionalism
- Helps differentiate you from your competitors
- Builds emotional connection with your customers
- It also helps in scalability
- Positioning your business differently from competitors
- It works as an asset
- Provides consistency across your marketing channels
- Helps in storytelling wherein you can convey your brand‘s message.
The logo impacts customer behavior in multiple ways
- Trust: Any well-designed logo can help in establishing trust in your customers. When customers get what they are promised by the company, it helps in building trust.
- Meaningful relationship: A logo can help you in creating meaningful relationships with your potential customers.
- Recognition: A memorable logo helps in easy recognition of your brand. For example, whenever someone sees four interlocking rings, they are reminded of Audi.
- First impression: A logo creates the first impression of your business. A well-designed logo helps in creating a positive impression of your company.
- Loyalty: A logo can help in promoting loyalty to your customers. For example, the Apple logo promises innovation, knowledge, and courage to challenge standard thinking. The buyers of Apple are aware of this and thus continue to buy from them.
- Differentiation: A good logo helps differentiate you from your competitors. A well-designed logo helps in delivering your core values and USP to potential customers.
- Quality: A logo helps in conveying the standard quality of your company to your potential customers. The customers perceive a certain quality from your company based on the logo.
- Memory: A distinctive logo can help in recalling your business. Logos are easier to remember than texts.
- Attention-grabbing: An unique logo helps in grabbing customer’s attention. It helps in differentiating your business from competitors.
- Purchasing decision: The purchasing decision of customers can be influenced by the logo.
- Emotional connect: A well-designed logo can help in building an emotional connection with your customers. For example, the Nike logo, the swoosh, has built an emotional connection with its customers highlighting the winning attitude, courage, and achievement. Nike paid $35 for its first swoosh logo.
- Increase sales: Logos can help in increasing sales of your business. It helps in highlighting your unique selling proposition (USP), differentiating you from your competitors, and making you easily memorable.
Logo elements and how to design a good logo
The logo consists of various elements such as
- Color: According to a study, color can improve brand recognition by 80%. Selecting the right color is very important as each color reflects a different emotion. Also, consider the cultural aspect of it. Your selected color should be aligned with the company’s philosophy, color theory, and color psychology. Only if there is a balance between these three elements, will the design work. Fun fact, the color blue is the most used color by Fortune 500 companies. The color blue depicts calmness, stability, and wisdom.
- Typography: It involves selecting the correct font size, style, and language. If you’re a local brand you can use your regional language. If you want to establish yourself as a global brand then ideally you should use English. Choose a font size that aligns with the color and logo size. If you want you can create a custom font and take a patent for that. It adds uniqueness to your logo.
- Graphical elements: Graphical elements can be used with font or without font. For example, look at Apple’s logo or Instagram’s logo. They are standalone graphical elements without the need for text. These elements represent a company’s values and make it different from others. Apple’s logo, the biblical fruit represents the thirst of their customers for knowledge.
- Tagline: Sometimes taglines are used with logos to make it more meaningful and attractive. For example, Nike’s “Just Do It” tagline is well aligned with its swoosh logo.
- Scalability: The logo needs to be scalable. They are versatile and adapt easily to any screen size and platform.
Here are some suggestions to improve the design of your logo
- Simplicity: Design a logo that is clutter-free and easy to understand. Keep it simple and use simple words and graphical elements.
- Relevant: Choose a logo that aligns with your business goals, values, and philosophy. It should be relevant to your business. For example, Burger King’s logo is relevant to its niche reflecting that it is famous for its burgers.
- Easy to memorize: Design a logo that is easy to remember. Use colors, styles, and elements that are easy to remember.
- Trends: Ensure that your logo is modern and goes with the latest trends. You can redesign your logo over some time to retain its relevance. For example, Cadbury has evolved its logo over some time.
- Test: You can test with different versions of your logo and analyze the result.
- Consistent: Make sure you use one logo in all digital platforms and packages. It adds consistency to your business and makes it easy to remember it.
- Reviews: Take reviews and recommendations from your customers and industry experts. Try to incorporate their suggestions in your design.
A well-designed logo can increase the customer base of a company and position it well in the minds of customers. It is important for a brand’s growth and success. It connects your customers with you and differentiates you. To maintain the relevancy of your brand, you must evolve your logo with time to make it more relevant and modern. Lumia 360 can help in designing an attractive and relevant logo. We also offer web design services as well because just like logos, websites also need to be redesigned with time and technology. To know more about our services, email us at info@lumia360.com or call us at 514-668-5599.
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