Why is a logo important?
It is the foundation of a company’s brand, it serves as the cornerstone for the entire narrative on which the brand is built. It grabs your attention, can make a strong first impression, is memorable, separates you from competition, fosters brand loyalty, and is expected by your audience.
In a time when information is available in your pocket and access is almost instantaneous, attention spans are short – especially consumers’. You have less than 5 seconds to persuade potential customers that your products and services are worth their consideration. Your logo is how your stand out.
You have one chance to get this right and make a strong first impression. A well-designed logo can quickly grab viewers’ attention and communicate a company’s core values in an interesting way. Everything from the company’s background (professional, relaxed, fun) to their mission (entertainment, efficiency, and innovation) through the right icon, proper font and color choice. A solid logo speaks for your company, allowing you to beat that short attention span and make it work to your advantage.
Your logo is the first thing that your audience will identify with when they see any communications from your brand. It should be front and center of all your marketing materials such as business cards, flyers, advertisements, etc. If you don’t have a logo (and one that stands out), then you are missing an opportunity to make your business stick in the minds of your audience.
tell a story
Successful branding is about telling a story that will influence customers’ emotions. Colors, tones, fonts and images – all of this is determined by the story you’re trying to tell, and your logo sets the stage for this story. These elements will later translate from your logo to all your branding materials – business cards, letterhead, web pages, billboards and more – creating a concrete, marketable brand identity.
Logos are a point of identification; they’re the symbol that customers use to recognize your brand. Ideally, you’ll want people to instantly connect the sight of your logo with the memory of what your company does – and, more importantly, how it makes them feel.
dare to be different
A good logo is a visual, aesthetically pleasing element, that triggers positive recall about your brand that the name of your company alone might not. Dare to be different with your logo, because your company logo tells consumers why your business is unique. Have a design that drives your company’s values home. Don’t be afraid to change your logo, one that worked 10 years ago, may need a refresh to remain relevant and renew interest in your brand. Big brands do it, why can’t you?
As your brand grows, your logo is going to become more familiar to a wide range of consumers, and this familiarity creates the perception that you’re trustworthy and accessible. Once they like you, your customers are going to seek you out again and again – and your logo is the thing they’ll look for first.