The company logo represents the brand itself; it is s vital tool in building a reputation. In terms of visual branding the logo is the basis of all aspects, and can be a very powerful image. Coupled with the company name, a logo is what customers see when they think of the company. Logo design should not be neglected; it can be a major bonus when a company has a great visual logo to complement a less than memorable name.
However, many people underuse their logo; it is not just a picture to put on a letterhead or business card, it is something that can be used to ensure brand loyalty and help with marketing. To this end, it needs to give out the right message, and to do that, it needs to be carefully considered and designed. This is no small challenge, and is why designers take great care with logos.
What to Expect from a Logo
The logo is under a lot of pressure to perform, more so perhaps than any other part of the visual branding of the company. However, too often companies place too high a burden on the expectations for their logo. It is all too easy to incorporate too much into a logo – to make it more complex than it should be – and this has the opposite result to that required: it turns customers off. The logo should have a simple, clear impact and message, and be memorable in an instant.
One area in which companies go wrong when looking for a logo is in expecting an instant effect; it takes time for a logo – and a business – to become established, and for the customer base to allow it to become embedded in their minds. Some logos are so overly simple that it is difficult to understand how they came to be: think Apple, for example, or the famous Nike ‘swoosh’. These are clever logos, but it pays to be careful not to strip it down too much.
The logos mentioned, however, did not become famous overnight; they worked carefully for many years to establish the brand, and eventually the brand becomes the logo. Not to expect too much from your company logo means giving it a chance to work. Consider that it should do as follows:
- It should portray a sensible idea of the brand’s aims
- It should be unique in the market place
- It should be easy to recognize and instantly associated with the brand
- It should be creative and powerful
- It should be versatile in its uses across sizes, colours and formats
Loyalty and Trust
A well-designed logo will achieve the above without too much trouble, and will help keep the company in the public eye. The logo should become synonymous with brand reputation, and help the customer understand what the company is about. It is not enough to simply sit back and let the logo do the work; the company must strive to ensure its reputation is consistent, honest and trustworthy, and make sure its customers can rely on it to provide the service they expect.