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What is the function of a Logo?
What does a Logo do? This sounds like a very basic question.
Everyone knows what a logo is, we see logos every day. You can look into your food cabinet, scan through the packages and you can easily identify at least 5 logos. Logos are everywhere. Everyone has a logo.
Logos come in different shapes, colours, and sizes. Simple or complex. They may tell a story or they may symbolize the product or product process. But they all share one main purpose of visually representing your business.
What are the logo design tips that will help you to resonate with your customers and ensure that your creatives stay on-brand?
Let’s find out!
Competitive logos around us
Without a logo, it is difficult to establish your business in the marketing world. A logo not only establishes your brand presence but it acts as your face as well.
Try to take a closer look around and you will start to notice the fierce competition in the commercial merchandising world. If you have seen a nightscape photo of Japan, Tokyo, or if you have been there, you might recall the arenas of logos on signages.
When we are creating our logo we have to bear in mind that we are inevitably competing with countless logos out there.
Taking the universally most identified logo, Apple, as an example. Despite the fierce market of Logos, the Apple logo is still the easiest to identify and that can be credited to the literal correlation between its business name and the icon. This is important because it is memorable and catchy. Hence for a good logo design, it is worth engaging a professional graphic designer for the job.
How does logo design impact consumer behaviour?
Evidence also suggests that consumers have far less awareness over their decisions, and this is why having a strong logo can change things in your favour.
There are several ideas about what the role of a logo is. Logos act as a mascot of the company. They appear on websites, business cards, in advertising, corporate collaterals, and even company letterhead. They will be the face your consumer will remember you for. For that reason, a good logo can contribute immensely to the success of your business. A logo that is not thought out properly or poorly designed can end up affecting your business and turning potential customers away.
Don’t forget, your logo is like your face. And, it is what people will see first. It is also like your company’s signature. It determines your ownership of your business and protects you against forgeries. Sadly, cheap forgeries are increasingly common in various countries, and the authenticity of your logo can protect you and your customers against such forgeries.
The importance of having your brand logo on your marketing content serves two important purposes:
1) It draws your customer’s attention to your brand
2) It helps your customer to establish familiarity and recognizability to your brand.
While creating advertising for your brand, you will then have to consider how it will appear in your advertising and marketing content to amplify your logo’s role and your brand presence. Having an understanding of the thoughts and emotions your logo can provoke your consumers will aid you in your marketing process.
Certain colours, shapes, styles, and type fonts will evoke certain emotions that can help to translate into emotional responses to your business.
One way to conduct a quick survey about your logo would be gathering people around you and have them tell you what they feel or think of when they see your logo.
This will give you a clear idea of the kinds of emotions and mental images your logo is built with. Take a look below at the different types of logos we have gathered for you and their effectiveness based on their types.
Different types of logo
There are different types of logo “marks” you could choose from. In this article, we’ll briefly provide details on the five main types of logo styles that you can consider and choose the ones most suitable to your brand image.
Iconic or Symbol
Symbolic or Iconic logo designs represent your company in a simple and bold manner. The image should illustrate a connection with your business as well as styled in a visually interesting way. The effectiveness and power of such a logo lie in the message it carries without words and its aesthetic.
Research has shown that people identify and relate to images faster than text. In today’s growing world of social media, the use of memes and emojis, this has proven to be more true than ever.
People are more likely to establish a visual connection with an iconic logo form because it is much easier to absorb. You should consider using a simple symbol or icon if you are planning to create a literal connection between your brand and your logo. Here are some iconic logos like Apple, Shell, Nike, and Adidas, etc,. All of them fall under Iconic or Symbolic logos.
Wordmark types of logos are very popular and require the work of a typographist. Wordmark logos are uniquely designed text that spells out your company or brand name. Often, custom fonts are created specifically for brands to use across all their marketing and branding collateral. Some examples include NASA, Coca-Cola, H&M, and Vans.
Lettermarks logos are exclusively typographic. They are usually in an abbreviated form. Sometimes symbols representing the company’s business activities will be implemented in its letters or the brand’s first letter.
Some popular companies that use letter marks include BBC, IBM, and CNN, etc, Many choose to use this type of logo because their initials are easier to illustrate graphically compared to using the full name.
However, if the company or brand name is on the long side, hard to pronounce, or if it’s just not distinct enough, it’s ideal to go for this type of logo design.
The combination mark consists of the wordmark and the symbol or icon. A well-designed combination mark should look equally good with the elements separated or together. You might recognize some famous combination marks like Burger King, Pepsi, MasterCard, and McDonald’s.
An emblem logo is logo designs that carry the company name within the design. It usually includes; date of establishment, location, and tagline. Many businesses use emblems logo design and some examples include Starbucks, NFL, and Warner Bros.
When it’s time to decide what kind of logo would suit your brand or company. You must remember, consumers get to know, like, and trust your brand, they are more likely to have responded positively to your logo. Positive responses towards your logo can potentially lead to increased sales and improved mind share.
Furthermore, a well-designed logo suggests a level of professionalism. Thus, your logo could be the very reason a customer chose your business rather than a competitor with no logo. Or, a poorly designed one.
Examples of famous logos
The Apple Bite:
Take the ‘Apple Bite’ for an example, this simple and effortless iconic logo is the face of an international billion-dollar business. The Apple icon has garnered credibility over the years and across the globe. It became more symbolic with the speculation of how the Apple logo is a tribute to Alan Turing, a pioneer of modern-day computers.
Alan was an English mathematician, a computer scientist who decoded the German enigma machine by building the world’s first computer called the Automatic Computing Engine (ACE). After the war, Turing was put through trials of hormone treatment due to his sexual preferences. Alan Turing died in 1951 in an ambiguous suicide and it has been noted that his death was caused by biting into an apple laced with cyanide.
Of course, we cannot be sure if this is the true intention behind the iconic Apple logo, but with a strong coincidence and relation between Apple’s business operations and the story of the first computer’s creator no doubt amplified its popularity and likability.
On top of that, using logos in your advertisement and marketing campaigns is the easiest way for consumers or viewers to refer to your company or brand. It’s much easier to remember and identify a business through its logo than by its name. So, if you haven’t already, you can consider building on your logo’s aesthetics and implement the story of your brand to it to increase its likability and demand.
Here is another bite-size story of the price to pay for a logo, it’s been told that the iconic Twitter logo costs only $15, and Nike paid a mere $35 for its iconic swoosh. The bottom line is to design a good-looking and meaningful company logo, you don’t have to spend a fortune on it in the beginning. You should spend time and energy carefully considering what you want your logo to say about your company or brand instead.
Let’s take a look at McDonald’s logo design, the famous golden arches is indeed instantaneously familiar and identifiable. Today, McDonald’s is one of the biggest brands across countries.
But McDonald’s logo didn’t get to where it is today without transitions and evolutions. Let’s have a look at a timeline of its change, and the notion behind each change.
The birth of Mcdonald’s began in 1940 when two brothers, Richard and Maurice McDonald – two sons of Patrick McDonald – relocated Patrick’s drive-in restaurant “The Airdome” to San Bernardino and renamed it to “McDonald’s”. At this time, McDonald’s logo was an emblem that says “McDonald’s Famous Barbecue”. And in 1948, the company logo took a change and became McDonald’s.
The immediate success of the restaurant compelled the two brothers to remodel their business and brand. In late 1952, the brothers hired Stanley Clark Meston, an architect to design the architecture of the new restaurant and that was when the famous two golden arches were born.
In 1961, Ray Crock, a famous restaurateur took over the business and he did away with the smart cook from the emblem and used the famous golden arches in the logo. Jim Schindler, head of construction and engineering at McDonald’s laid the two golden arches on top of each other, drew a line through them, and wrote the brand’s name underneath.
In 1968, the line was removed from the logo and replaced with the company’s name. Unsatisfied with just removing the line, he merged the two arches to form the letter “M” to symbolize the first letter of McDonald’s.
In 1975, a change was made to the colour palette. The golden arches were placed in a red box and its company name was changed to white.
This colour combination would later stay with the brand until this day, and in 1992, towards the end of the century, a thin black shadow was added to the letter “M”.
In 2000, a smiling face emerged with the “M” hinting at a pair of closed smiling eyes, and a swoosh underneath it hinting at a smiling mouth. And at this point. The red background was still a part of the logo until 2003 when Heye & Partner GmbH redesigned the logo that has a one-liner slogan “I’m lovin’ it'”. This would remain the most impactful ones in all of McDonald’s logos.
In what we learned from the evolutions, McDonald’s eliminated the unnecessary and ambiguous and kept its most significant trademark which is its Golden Arches which symbolized its history and origins. The moral of the story behind McDonald’s logo evolution lies in its relentless dedication to improving its logo while staying loyally relevant to its brand.
How do you start to build a good logo design?
A recent study shows that there has been a sharp increase in brand recognition with coloured logo designs.
A well-designed logo would help you in building a strong business as well as achieving a loyal following through simplicity and recognizability.
A sloppy logo can very easily wreck the image of your company and turn away potential customers. Whereas, a carefully thought out logo can entice the targeted consumers as well as communicate the worth of your company and products. Hence, the design of your logo is paramount to the credibility of your business. It is important to design it carefully.
As mentioned above; your logo is going to be the visual representation of your company or your brand’s beliefs and values. When in the process of designing your logo, you need to ensure it represents your business accurately. Here are a few points you can use to help you with your logo design:
Also, consider beforehand how your logo will look on your products as well as your product packaging. Consider how your logo can play the part in enhancing the quality and aesthetic of your packaging as well as your product. A well-designed logo and adequate branding on packaging will assist and guide your consumer in the buying decision.
In every designing process, you will be told to be yourself and be unique. Of course, this is easier said than done. How do you be unique in the seas of logos or against very powerful and successful logos such as the logo of Apple, Macdonald’s, Starbucks? In this case, you have to be unique by speaking your own voice. Tell the story or your own brand, be fearlessly visual about yourself, and most of all, be as transparent about your brand’s beliefs and values as possible in the simplest way.
Engaging a logo designer for a custom type at the get-go can get a little pricey especially if you don’t have a clear concept in mind and leave the entire creativity space to your designer. That is not wrong per se, but it would not be the best use of your funds and budget. If you are on a considerably tight budget, you can consider drawing up a draft wordmark logo that you have carefully thought of that fits your brand accurately. It might be worth laying down some blueprint of what you intend to go for before handing it over to a professional designer to materialize your sketch.
Avoid clichés at all cost
There are undoubtedly a bazillion logos out there and many go unnoticed, some became the talk of the town, a few became globally recognized, and definitely a handful of clichés logos that just would never make it into any of the lists. A cliché logo design is one that has been used to death. It is the most generic, and predictable use of certain graphics such as the tree for any eco or charity organizations, the globe for any international corporations, the handshake for any businesses, the puzzle for any gaming companies, the rooftops in real estate companies, or pixels for printing services, etc, and the lists go on.
Don’t be predictable, and definitely don’t be one of those generic business owners who go for the safest and most straightforward image to represent your brand. Allow out of the box ideas, allow some twist or puns, let your logo strike an interest and be surprising to onlookers.
and the lists go on. Don’t be predictable, and definitely don’t be one of those generic business owners who go for the safest and most straightforward image to represent your brand. Allow out of the box ideas, allow some twist or puns, let your logo strike an interest and be surprising to onlookers.
Make it versatile
Making your logo versatile saves you a whole bunch of troubles later down the road of fitting it anywhere and looking effortlessly in all sizes. Definitely consider the number of details on the logo, a highly complex logo would not look great when it is small in size, likewise, a very colourful logo may not work on some other single-coloured background.
It will be wise to create one that has a few colours as well as a black and white option. The other thing to note would be to be cautious with the use of a gradient. Should you use a gradient for your logo always be aware of the limits you set yourself up against.
Understand colour theory
When we talked about the importance of graphic design in the previous blog post, we have also talked a little bit about the Color theory of graphic design and its importance. Colours play a vital role in Logo design as well, as you can use them to evoke intended emotions in your customers. Take the McDonald’s logo for an example again, one of the well-known facts surrounding its use of yellow and red is how the two colours trigger a feeling of happiness and friendliness, stimulates hunger in its consumers, and more importantly, captures attention.
Keeping it simple
It is a 50-50 situation with a complex logo. The reason being, it may attract more business or your consumers may have to make more effort to understand the brand values and relevancy in your logo. In fact, to avoid such a risk, most companies nowadays simply go for simpler logo designs. Of course, there are many successful logo designs that are considered complex, such as the Starbucks or the 20th Century Studios logo.
But again, if you run a search on complex logos online, you will come to realize that there really isn’t a lot of brands that adopt such logos. So the best bet would be to keep it as simple and memorable as possible.
Your logo, your story
Strive to tell a story using your logo. It is also one of the contributing factors in gaining loyal customers and setting you apart from your competitors. Don’t just come up with a pleasing logo that says nothing about your brand or your brand mission.
Attach a good story, as well as the intention to it, and your consumers will find it easier to connect and attach an emotional connection with your brand.
Even if you have the intention to change your logo down the line, it is still extremely important to put some time and effort into designing a good logo for your business. Failing to do so will not take your brand out the door and all the effort in setting up all your other branding collaterals would, unfortunately, go to waste.
So how do you determine if a logo is well designed?
A couple of things to look out for in a good logo design would be, whether or not the logo evokes emotions, creativity, imagination, aesthetically pleasing, and its wittiness. These made up the evaluation of a brilliantly designed logo.
Creating a creative and brilliant logo design is not simple but it isn’t a mountaineering task too. Indeed, it will take you a considerable amount of research and effort that needs to be put in, as well as hundreds of drafts to be made, or, it could take a lucky stroke of inspiration. Since many successful logo’s first drafts are drawn on a napkin.
Why is logo design important for digital marketing?
Logos are an essential part of branding, and a brand with powerful elements is equivalent to having powerful aides in fighting a winning battle. In short, a good visual representation of your brand makes for a higher chance of a successful digital marketing strategy.
A good and memorable logo can really anchor potential consumers as well as followers to your brand. A good logo also makes your business more memorable against your competitors’ logos.
In conclusion, your brand logo impacts the success of your digital marketing strategy and plays a vital role in the success of your business. The design of your logo has to be carefully calculated, well-thought-out based on the values of your brand and business goals.
A strong logo does 50% of the work for your business and saves you tons of money in the future on rebranding. It places you in a stronghold over all the other brands on the market.
Need help with designing your brand’s logo?
Don’t worry, our team is here to help. Our dedicated creative design experts have worked with brands and organisation across various industries. Our branding specialists as well as digital strategists work cohesively with our designers to ensure that our clients’ brand creatives tie in with their marketing campaigns, resonate with their audience and stay on-brand. Feel free to reach out to us today!