5 reasons why logos are more important than ever before
Historically, logos have been more a luxury than a necessity. Businesses
attracted customers because they were the only game in town, so to speak. No
longer. Today's highly competitive industries, global markets and visually
oriented consumers have catapulted the logo to prominence. Now your logo is one
of the most critical components of your brand. So how can something so little
make such a big difference?
1. Your branding efforts not only start with your logo,
they are dictated by it. Your logo appears on all of your sales tools, from your
business cards to your website. As a result, your logo design influences the
design of all your sales tools, for better or worse. A professional-looking logo
can be leveraged to create professional-looking materials. A poorly designed
logo cannot. In other words, you need a "brandable" logo one that you can make
use of when designing other materials to brand your company.
"Brandable" logos are scalable, memorable and meaningful. If people can't
remember what your logo looks like, they won't remember your brand. Think of the
logos of some popular brands today. Perhaps M-shaped arches, a shell, and a
swoosh come to mind. All are simple concepts, effectively employed by McDonalds,
Shell and Nike. If you can't look at a logo for less than 10 seconds and re-draw
it with decent accuracy, it's probably too complex to be easily remembered.
(Besides being difficult to remember, most complex logos cannot be effectively
reduced in size or rendered in black and white, as required for materials like
fax cover sheets and other business forms.)
2. Your logo is a quick visual cue that conveys the essence of your
brand in an age when image is everything and time is short. Perhaps you've heard
the writer's lament that "nobody reads anymore." In today's markets, not only do
you face ever-increasing competition, you also face an audience accustomed to
visually stimulating media, convenience and instant gratification. Sure, a few
people may read all of your ad, more may read some of it but everyone will SEE
it. The overwhelming amount of choices faced by time-crunched consumers forces
them to identify shortcuts. Your logo is such a shortcut: it instantly conveys
your brand message and emotional appeal.
3. Awareness and familiarity are keys to growing your business, and
your logo is instrumental in both areas. Your logo is your brand's most basic
graphic element. It ties together all of your sales materials - in fact, your
logo may be the only visual element that your materials have in common. The
right logo helps solidify customer loyalty while differentiating you from the
4. Your logo may be the only thing by which a potential customer
can judge your business. Think of small newspaper or Yellow Pages ads. Often all
that fits is your contact information and logo. If your logo projects the right
image, it may be the sole reason someone decides to try your company.
Conversely, if it looks unprofessional or unclear, it alone may be the reason
they choose your competition.
5. Finally, your logo affords a unique opportunity for you to look like
a bigger (i.e., more established) business than you are. With the right logo,
you can look like a large conglomerate even if you have only one employee.
People will associate the positive attributes of big companies like security and
financial stability with your company.
Building a solid brand identity is pivotal to success in business today. Lay
the right foundation with a professional, brandable logo.
About the Author
John Williams, president and founder of Web.com's LogoYes.com. In his 25 years in advertising, he has created
brand standards for Fortune 100 companies like Mitsubishi and won numerous
international awards for his design work.