The logo is the most important thing when it comes to the visibility and popularity of a business. It’s the key to getting attention and recognition.
It’s the first thing we notice of a company and the asset we mostly remember. The logo design plays an important role in many aspects of a business, in particular, its growth. That’s why it’s imperative to revisit your logo design from time to time to understand its role, representation and whether it is a reflection of your growing business.
Logo and Brand Identity
It’s established that your logo is a reflection of your company’s mission, vision, and identity. It’s the thing that makes your business stand out from the crowd and your competitors.
It not only makes your business noticeable, but it also defines it as a brand. That’s why, when starting or growing your business, you should focus on your logo design. It’s your one-time chance; your five minutes to either reach the sky or hit the ground.
Your logo can be in black and white or in color, have a symbol and a text or either symbol or text. Either way, they have to represent the soul of your brand.
If, for example, your business offers cleaning services, then your logo design should reflect a cleaning company. You can’t choose a symbol that has, let’s say, a burger on it. Instead, it should have a water drop, or bubbles or something related to your services.
But that’s not all. If your business is expanding, for example, adding more services or products like offering landscaping, or recycling services then your logo design should reflect those as well.
If you fail to create a suitable logo design, you will create a wrong image for your brand. That will affect its success and growth.
Logo and Customers’ Attention
Your logo also plays a major role when it comes to attracting customers. If your logo is not attractive enough and doesn’t represent your business, then it won’t be recognizable nor noticed by customers.
But, if your logo is eye-catching, it will capture consumers’ attention and make them interested in what you have to offer. An effective logo is one which communicates the brand message. After all, you only get eight seconds to catch their attention, make an impression, and convince them to try your product or service.
So how do you get a logo design that does all that?
For one, make sure the symbol you have for a logo is visible, clear and conveys only one message. Then there are some other points to consider:
- Is it visible from far away, say from 20 feet away?
- Does it have your company name in a legible font?
- Does the color(s) convey the right sentiments of your brand persona?
- Can you use it to brand materials that connect with your customers?
- Is the graphic appropriate for your target audience?
For example, if your audience is retirees, then it wouldn’t do to have a cartoon character as your logo.
These are basic pointers that will help you determine whether your logo is still fitting for your brand or not. And more importantly, whether it catches the attention of your audience. If it does not then it’s time to a rethink and revamp your logo.
Logo and Business’ Growth
That’s not all. Logo design not only represents a brand, but it also reflects its changes.
As your business grows or adapts to the way it operates, your logo design has to change too, to continue reflecting your brand identity.
That’s why famous brands change their logos over time; to show that something has changed in the way they work.
Let’s take Google, for example. Over the years, they’ve changed their logo to reflect their expansion and evolution to adapt to the needs of the digital consumer. While the essence of the colorful Google logo design remains the same, you’ll notice that the company has forgone its serif font for more modern sans serif font. Then instead of 3D, it has adapted to flat design to easily integrate with modern digital media.
Another great example of an adaptable logo is that of eBay. eBay has also changed its logo in 2012 to reflect their transformation and the new ideology to focus on the current consumer behavior and marketplace.
So when you’re changing your logo and make it adaptable, consider the dynamics, market, audience, and medium you are adopting for amplifying your brand.
For example, you are a sports brand that operates only locally, offering sports shoes. After several years in the market, you want to change the way you work. You want to go online, start operating internationally, and include sports clothes and accessories in your products. You want to do that to adapt to the consumers’ needs and keep up with your competitors.
That’s a big change, so you have to notify the consumers. The only way to do that is by getting your logo redesigned, to give them a sign that something has happened.
A logo change always means a brand has changed, and that’s something consumers find exciting because they would like to know more about it and if it is for the better then that’s good too.
Logo as Visual Asset
Brands use different visual assets to identify and market themselves and stand out from their competitors. But, the logo design is the one thing they mostly focus on. It’s not the flyer, nor the business cards, nor the brochure design.
It’s because the logo is everywhere, whereas the other visuals may not be. You can find a company’s logo on everything related to the company, such as website, business cards, packaging, documents, billboards, online ads, emails… everything.
Logos are special because they don’t give any exact information about the business yet is the foundation of the business’ presence. They just give a glimpse into what a business is all about. It’s like a clue that makes people wonder where it leads to and what’s behind it.
Let’s take Nike for example. Their logo design is among the simplest we see – just a swoosh. But, its simplicity is what captures people’s attention and make them want to know more. When you see it on a store sign or a package, you know it is Nike.
Its ability to make people emotionally connect with the brand, create an attitude and opinion towards it that makes the logo a powerful visual asset.
Powerful logos leave an impact on consumers for many years, as have been the case with Adidas, iPhone, Disney, Google, McDonald’s, and others. And for this very reason, small businesses that are anticipating growth should emphasize on logo designing needs and rebranding to achieve growth goals.
Logo for Community Building
When you see the logo of a famous brand, recognize it and realize that others also feel the same way, there is a sense of unity. That’s what Coca-Cola, Pepsi, Starbucks, Nestle, and many prestigious brands achieve when they use their logo to spread their business reach and create a sense of community among fans.
Having a brand identity alone will not help your business grow. You need to communicate your message by establishing your logo design in new territories and earning trust through it. And since your logo is the symbol of your brand persona, it communicates this effectively even when you don’t have a business presence or office in the new place.
Needless to say, building a global community and growing your business through it is an essential marketing strategy to survive in today’s global marketplace. If your logo can’t stand the competition, at home or abroad, then it’s hindering your growth.
It’s time to reconsider its efficacy and effectiveness. Think how diversified your brand is, and how that can be incorporated into the logo.
For instance, if your brand is based in the US but it has a local presence in several countries then it’s better to have an adapted version for each country rather than adding elements to it. Some companies prefer to go graphics by designing the local logo with flag colors, while others prefer to translate the company name into the local language. Whichever route you take, it’s important to understand that the function of such localization is to garner more fans and inevitably more customers.
Now that you are aware of the various ways that a logo can help your business grow, time to evaluate your design. Where do you see the problem with your own logo? Is it outdated in terms of graphics and design? If you are expanding into new countries, is it equipped with the right brand image to appeal to local customers? Have you adapted your logo and it got backfired? Share your views.
Bill Watson is a digital strategist whose passion is to promote startups and small businesses via online media. He loves creative tattoo designs, dogs and lots of coffee. Connect with him here.