Every person is born a kinesthetic learner, but as we age, the channels we perceive information change. According to various estimates, 60% to 80% of adults are visual learners. This is why visual communication with consumers is crucial in business development. The visual identity of a company or product is shaped through branding, with the logo being one of its key elements. It allows customers to identify a brand in a fraction of a second and locate a specific product among similar ones.
A logo is a graphic, typographic (wordmark or lettermark), or combined element that simplifies identification and enhances the recognition of a company, product, or service. It became a key component of a brand’s identity. The term originates from the fusion of the Ancient Greek words λόγος (Lógos) and τύπος (týpos), meaning "word" and "imprint." Initially, it was used exclusively in printing typography to refer to any cliché. However, as often happens with concise and meaningful terms, the word quickly transcended professional jargon and became widely used in commerce. Today, nearly every company has a logo. Moreover, many firms use it as an officially registered trademark.
One of the most important functions of a logo is to represent the brand to consumers. It is the first element of an identity that establishes visual contact with potential and existing customers.
Creating a high-quality logo is challenging. You can’t simply pick a random image and decide that it will serve as the logo. The whole process takes into consideration marketing strategy, corporate identity, brand book requirements, mission, and values, along with dozens of other parameters. Only in this way can a logo effectively address the brand's goals and fulfill its five primary functions.
A truly effective logo:
- Differentiates the brand from the competition.
In any market, dozens of manufacturers offer identical or very similar products in nearly identical packaging. In such conditions, it becomes difficult for a consumer to choose a product based on its objective advantages. As a result, in the vast majority of cases, the decision is irrational. It is driven by emotions evoked by the brand. The logo plays a key role in introducing the company to the customer and creating that crucial first impression.For example, consider the logos of electronics manufacturers. Most of them are simply the company's name, like Samsung or Bosch. To stand out and convey a sense of friendliness, LG uses a custom-styled image of a smiling face as the centerpiece of its brand identity. This not only differentiates the company from its competitors but also evokes positive emotions in return. - Builds trust with the target audience. Today, having a corporate identity, including a logo, is almost a prerequisite for being perceived as a "legit, serious business." Customers once accepted this as a norm, often judge a company based on its branding. This makes the absence of a logo to be frequently seen as a reason to doubt the reliability of the brand. On the other hand, a high-quality and appealing logo sends a message to consumers: "We have been successfully operating in the market for years and are worthy of your trust." Over time, a logo may evolve, adapting to the needs of customers or changing market conditions. Nestle is a great example of its logo evolution:
- Highlights the unique value of the product. Every brand carries a certain reputation, which is always reflected in its products. For example, Apple products are associated with innovation and cutting-edge technology. Owning an iPhone or any other Apple device gives people a sense of belonging to a special group - individuals who value quality, functionality, and user experience. By purchasing higher-priced devices with the Apple logo, customers are paying for this feeling of belonging.
- Enhances brand recognition. A company’s logo exists visually everywhere. It appears on the brand's products, it is used in advertising, and it is printed on promotional materials and business documents. As a result, consumers are constantly exposed to the visual identity and have a large chance of recognizing the brand.
- Provides legal protection for the brand. A brand's logo is just as much an asset to the company as production and office equipment. Moreover, a logo gives the company an advantage over competitors. When consumers know that a certain manufacturer has a positive reputation, they are more likely to choose its products over generic or no-name alternatives.
However, this also applies in the opposite direction: if a buyer purchases a low-quality product with a well-known logo, his or her opinion of the brand may drastically drop.
Key Components of a Logo
The set of elements used in creating a corporate logo is always the same. It includes:
- Color. Human vision is designed so that eyes see a bright spot first and only then recognize details. This is why color is a key element of a logo. It can be chosen by following the corporate identity (CI) color scheme and can convey certain emotions. For example, blue and light blue tones create the impression of coldness, while shades of green are calming, and yellow and orange colors lift the mood.
- Typography. This refers to unique features of text design, including the lettering, spacing, etc. The very first logotypes were often handwritten and therefore, unique. With the further development of the printing industry, there was a significant rise in demand for unique logotypes. With the help of typography, this task can partially be solved.
- Image. In some cases it reflects a product or brand name, in others, it is an abstract. A good example of the latter is the Apple logo, Nike swoosh, and many others. This is because a good logo must be easy to reproduce, including hand-drawing. In addition, simple images are easier to remember and be recognized. This is exactly the main purpose of the logo.
- Slogan. Although it is not a mandatory part of the logo, it’s being used more and more often. It can be used to attract the attention of potential customers, hint at the type of service the company provides, and convey additional information to the target audience. This is especially important when the logo is abstract and does not indicate the product or its purpose.
It is worth noting that the listed elements can be used together or separately in logo development—for example, image only, typography in combination with color, and other combinations.
Criteria for Evaluating Logo Quality
A logo (be it corporate, product, or advertising) will only be effective if it meets key requirements, such as:
- Uniqueness. A logo should make the brand recognizable. Trying to look similar to dozens of other manufacturers is a bad idea. At best, such a logo won't fulfill the business objectives; at worst, it could lead to legal disputes with the owner of a similar emblem.
- Scalability. A logo should be usable on any medium, from a large outdoor billboard to a website favicon. This means it must be simple and not overloaded with details.
- Brand Alignment. A good logo reflects the company itself or its products, conveys the brand’s values to the target audience, and helps consumers instantly understand what product is inside the packaging.
A good logo is always created based on market, product, and target audience research & analysis. Only by relying on these results an effective logo can be developed, making the brand and its products attractive to customers.
This is exactly how logos are developed at White Marker. Thanks to conducting in-depth market research and the expert processing of the collected data, the created brand logo and its identity work for the full benefit of clients.
Do you want your logo to be created the same way? Fill in the form here.
