A company logo is the face of the business; it is an
effective way to give a company a personal image that people can connect with,
no matter what the size of the organisation. It has to be unique and memorable
whilst reflecting values of the business.
It is extremely important for companies to have a well
executed integrated marketing campaign to ensure consistency of message and use
media channels to their full potential. A good company logo can act as the
lynch pin for this. Consumers will get used to seeing the logo and know
instantly who the company is and what they are about.
A good logo acts as a silent salesman, it allows instant
brand recognition from consumers and it can conjure emotions and thought
processes connected with the brand. A consumer is more likely to choose a
company with a logo they recognise because of the connections they have associated
with it – Looking at it simply people are more likely to trust a person who
they recognise.
Two elements have to be carefully considered when designing
a logo:
Firstly design – this can either be simple or complex, this
decision depends completely on the brand image. It is also important to be sure
that the logo is still effective when reproduced. If a logo is too complex when
printed on a small scale it may lose its effectiveness.
Secondly colour – different colours bring with them varying
connotations. Banks tend to use gold, green and blue to project a mature and
trustworthy image whereas fast food restaurants and companies aimed mainly at
the children’s market chose bright colours such as yellow and red. There are
also differences with the meaning of colours in different countries so if
you’re dealing with a global brand this might be something to take into
consideration.
Taking the Chanel logo as an example; the use of black and
white projects an elegant and classic image in keeping with that of the brand.
The backward C’s further this. If you were to ask any fashion conscious male or
female they are guaranteed to know the Chanel logo – I would even go so far as
to say that many people who aren’t interested in fashion would know it too.
This is also evidence that some products would be nothing
without their logos. Imagine most designer bags minus a logo, many of them
would just be simple bags and they wouldn’t cost half their current price.
Another way to grab consumer’s attention is to have hidden
meanings within logos this can cause
discussion around the brand. However it is a good idea not to make them too
metaphorical otherwise people may miss the point.
So how important is a company logo? Very. A logo is so
important that companies are attempting to sue others who they believe to be
copying them. An example of this is back
in 2008 Lacoste attempted to stop a Gloucestershire dentist from using a
crocodile as the logo for the business.
A logo is a brilliant opportunity to connect with the
consumer and cement your business into their brand repertoire. Don’t miss
out...
