Blog post by: Kyra Kronberg, Baer Performance Marketing Intern
When thinking about starting or rebranding a business or organization, coming up with a good logo is often at the back of everyone’s mind. However, logos are probably the most underrated, yet important, piece to a business, not just because it carries the brand image, but because it provides messaging that can pose a make-or-break situation for a potential customer choosing between you and a competitor.
A Good Logo is Memorable
You’ve probably recognized logos like the Nike swoosh, the McDonalds arch, or even the Bat signal. That’s because these popular brands have built their image with their logo. When you look at each of these, you associate them with an interaction or experience with their product. If not, you’ve probably seen these brands on a t-shirt, advertisement, or a sign of some sort. The reason these popular logos do so well is because they are simple and memorable.
A Good Logo Tells a Story
Though a logo can’t actually talk to you, it is an extension of a brand, and the brand tells a story. If someone were to start an accounting firm and created a logo using comic sans as its typeface, nobody would take them seriously as a business. But if a Children’s Museum used a typeface similar to comic sans in their logo, it would be a lot more fitting because of its playful look.
A Good Logo Uses Color to Communicate
Audience minds are trained by society, which means different shapes, colors, and images give off different impressions. Outside of the societal norm of “pink is girly, blue is manly,” all colors have their own meaning and impact. For example, while black can be associated with death and villainy, it is also viewed as powerful and sophisticated when used in different contexts. Each color has a unique effect on individuals, and understanding the science behind colors will help increase the effectiveness of your business’ logo and branding methods. (https://www.creativebloq.com/branding/choose-colour-logo-design-8133973/)
A Good Logo Helps Control a Message
If you’ve ever seen a Batman movie, television show, or read a comic book, you are probably familiar with his logo. In those stories, Batman’s logo is used through the “bat signal” whenever Gotham City is in need. To normal citizens, it holds as a symbol for hope, yet villains shutter in fear. That’s because they’ve had different experiences with the brand (Batman). Imagine your organization or business as batman. When people look at your logo, the impression they get is based on the experiences they’ve had with the brand. Like any good business, Batman uses his symbol to control his message to his audience, and that message is different depending on if they’re a citizen or a villain.
So while everyone can agree that having a logo is important, it’s just as important to have one that’s effective and sends out the right message. For what would Gotham do without their bat signal?
“When successful, a logo will tell the story of the brand without requiring any words. To craft a brand identity that clearly (and effectively) communicates the core of your story takes an in-depth process of research, exploration and refinement.” (https://www.format.com/logo)
