Logos are all around us. Every product we use in our daily lives will most likely have some form of logo on it. From turning off your alarm in the morning, through washing, dressing and making breakfast we are already bombarded with logos on everything we use, and that’s not counting the numerous app icons and logos shown when you look at your phone or other devices. Have a look around you now and count how many logos you can see!
In this article, I will discuss what logos are for and why you need one for your business.
What Is A logo?
A logo is a visual identifier for your business. Logos usually come in the form of a symbol (abstract or not), letters set in a typeface (usually the business name or an abbreviation) or a combination of the two. Logos aren’t art. They’re not just there to make things look pretty, although they can be aesthetically pleasing as an added bonus. A logo is a strategic tool used to identify your business, product or service so that your customers can recognise and remember you.
Logos can do other things too, such as symbolise your company’s values, convey meaning or show your company history/story. However their primary function above all others is to identify.
Why You Need One
Every business in existence needs a logo. Let’s talk about the main reasons why you need one…
Your logo is the face of your business. It’s likely the first thing your customers will see and interact with as they encounter your presence across web, social media, printed media and any of your other customer touch points.
Your logo helps your customers to identify and remember your business. The human brain recognises shapes and colours more easily than words, so your logo will help with brand recognition, which means your potential customers will be more likely to remember you when they are ready to make a purchase.
Your logo will influence your customers’ decisions on whether they purchase your products or services, or those of your competitors. The split second judgements your potential customers will make based on the appearance of your logo and what it says about your business will go a long way towards them forming an impression
of you. Is your brand serious or fun? Do you charge a premium price (for premium quality) or a lower price? These are the sorts of things that can be inferred at a glance from a logo, so it’s important to create a good first impression that is targeted to show the qualities your ideal customer is looking for.
An Investment, Not An Expense
A logo and/or branding project costs money. But it’s important to think of it as an investment, not just another business expense. Also, it might not be as expensive as you think.
In much the same way as you would create a business plan and seek professional advice to help grow and improve your business, a professionally designed logo and branding will serve to strengthen trust from your audience and can help to grow your market share.
A logo and branding should be planned. It should be part of your business strategy. A professionally designed logo is investment in your business which will provide a return over time. After investing in a logo and/or branding project, your (potential) customers will be able to identify you, know who you are and what you’re about.
A logo is one of the tools that will help to position you in the marketplace, and shows that you have a level of professionalism to provide your customers with great products and/or services.
Every business needs a logo. Logos are a visual identifier for businesses, products or services. Logos aren’t art, they are a strategic business tool to help customers recognise and remember you so that when they’re ready to buy, you’ll be the first place they look. Your logo can influence the split second judgements that customers make when they first encounter a business. Getting a high quality, professional logo targeted to appeal to your ideal customers can help to drive sales and increase your revenue.
When creating a logo for your business (or having one designed for you), it’s important to follow the principles of good logo design in order to make a logo that will be unique, memorable and work in a variety of situations. Logos should always be created in a vector format for maximum flexibility.
Logos and branding may seem expensive, but think of it in terms of an investment in your business, not just another expense. You can design it yourself, but in the long run, it’s always best to hire a professional logo designer who has a repeatable process that will ensure results and a good quality logo. A great logo doesn’t have
to cost the earth, and it might be cheaper than you think to hire a professional like me to design one for you.