9 of February
2017

Loco with Logos

By Rachael Markovic

A logo is the basic unit of a larger brand identity that includes company fonts, colors and document design guidelines. In layman’s terms, a logo is like a mental shortcut to a product or company. Logos are a critical aspect of business marketing. It is essential to any company’s overall marketing strategy. It is a major graphical presentation of a company. It anchor’s a company’s brand and becomes the company’s single most visible manifestation within the target market. It is to a business what a face is to you.

What can a “face” tell you? It can tell you how someone is feeling. It can tell you where someone is looking, sometimes even if they’re thinking. It reflects someone’s personality through their eyes. In the business aspect, a business’ “face” reflects your values and principles.

A corporate logo is a unique graphical display of a company’s identity. Through different colors and fonts, they provide essential information about a company’s core brand. Logos can also provide an anchor point for all future business marketing materials.

Having a GOOD logo means it is unique and comprehensible to potential customers. The logo needs to be able to convey some info about the company or give some sense of what the company is.

Being the chief visual component of a company’s overall brand identity is huge. The logo will appear hundreds of times on stationery, websites, business cars and advertising. For that reason, a well-designed lol can contribute to business success.

Having a substandard logo can not only destroy a company’s image but it can imply amateurishness and turn off potential customers just by not being visually appealing. Although, having a well-designed logo implies a degree of professionalism and competence that could help steer potential new clients toward selecting your business over a competitors with no or substandard logos.

As consumers get familiar with the brand logo and learn to trust a specific brand, they are more likely to respond positively to successive encounters with a logo and eventually lead to increased sales.

A common mistake most small businesses make are that they often play it fast-and-loose with logos, meaning paying insufficient attention to proper scaling, positioning and surrounding them with competing visual materials.

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