Short answer – It is usually a graphic element that should instantly identify a business and symbolise its core values in the most memorable way possible.
And now for the slightly longer answer…
Look around, logos are everywhere. They follow us wherever we go, embedded in our culture and lifestyle. Logos influence our decisions, communicate and represent the values of companies and they are often full of meanings.
But what is their main objective? Or, to put it another way, why do they exist?
Well, the bottom line is “identification”. Trends come and go, tools and design techniques evolve, but that particular brand with a single logo will never fade from our memory.
A logo can be an icon, an emblem, a word, a phrase or a combination of them, like the company name next to a symbol or an illustration. Most successful brands will have a memorable logo strategically created with coherent positioning, tone, design, message and brand history.
The term “logo” is Greek in origin and means “concept”.
Logo design is incredibly important and shows the world the identity of your brand. A good logo is easily recognisable and plays an important role in the psychology of consumers and potential customers. The most visible elements of a logo are:
Colour
Perhaps the most visible and recognised element. The colour of the logo has the ability to create psychological changes in the minds of consumers, which are then reflected in their emotions and actions.
Type of font
If the company name is to be featured on the logo, choosing the “right” typography will have a big impact on how consumers can relate to the brand. It represents your brand’s values, tone and personality.
Symbols
The process of creating a logo is to create something unique. Visual imagery creates memorable symbols that represent a company. This helps people easily identify and associate with a brand just by seeing it.
Why create a logo for a company?
As described above, the logo is the visual translation of a brand, more or less a kind of signature in the market and it is from this element that the company will be recognised by the public and even by competitors. So investing in its creation will be advantageous for a company, since its role is to make the brand consistently remembered.
What is visual identity?
When it comes to visual identity, we commonly refer to a set of elements that serve to represent, in a visual and systematic way, a name, concept, product, service or a company. The visual identity created for a company serves to make it unique in relation to the competition and to be easily identified when consumers, partners, suppliers and employees have contact with the created brand
“Semiotics”, also called semiology, is the study of signs and sign-using behaviour.
Why is the logo important to a brand?
There are factors that should be considered before designing a logo. For instance, who are the competing brands and how are they presented, what colours and symbols do they use and how can you differentiate yourself through your logo so that you can stand out in the market?
Identification is king
A logo design doesn’t require hidden meanings. In fact, the focus should be on instant recognition, since any meaning or association will arise over time through interaction with the brand.
The study of semiotics has allowed us to understand this by looking at how meaning is created and communicated, which is then used to design more effective logos and brand identities.
So, when someone sees a logo that they have seen before, they immediately associate it with their memories, experiences and interactions with that brand, establishing instant recognition.
In short, a well-designed logo will be memorable, helping consumers to remember your brand.
Logos influence our decisions
We humans have a visual library in our minds and associate fonts, shapes and colours with specific emotions and objects. Just by visualising a logo, whether we like it or not, we immediately make a judgment about a business, product or service.
In fact, if a certain logo is related to the type of company, product or service that we are looking for and we want to have some kind of relationship, we will proactively interact with that company and more than likely use their products and services.
Who hasn’t been swayed by a good bit of packaging design!
Make a good first impression
With so many companies in the world, a brand has only a few opportunities to impress and attract customers. So if the logo design fails, the whole process can be compromised.
Communicate brand values and additional meanings
Although the first purpose of a logo is to identify the brand, they can also be used to communicate important messages and values.
Position in relation to the competition
Logos are also a unique feature of the business. This is because a logo with a quality design can communicate anything from the company’s background to its mission.
Promote brand loyalty
As a brand grows, its logo becomes more familiar to a growing number of people, creating the perception that the brand is trustworthy, making them look for the company repeatedly, leading to increased sales and improved public awareness. And guess what? Your logo will be the first thing that they think about.
The oldest commercial logo in continuous use belongs to British tea maker Twinings, and has been in use since 1787.
Summary
- A logo is a graphic element that instantly identifies a business
- Investing good logo creation will be advantageous for a company
- A well-designed logo design will help consumers to remember your brand
- Logos influence our decisions
- Good logos promote loyalty and lead to increased sales and public awareness
Let us help you create a memorable brand. Contact us: hello@design-ology.co.uk
