Role of your Logo in Business Branding
By Alumni Mart | January 27, 2018
Your logo is the foundational element of your company's branding strategy and is a critical aspect of business marketing. As your company's major graphical representation, your logo anchors your company's brand and becomes the single most visible manifestation of your company within your target market. For this reason, a well-designed logo is an essential part of your company's overall marketing strategy.
Your corporate logo is intended to be the "face" of your company: It is the graphical representation of your company's unique identity, and through colours, fonts and images it provides essential information about your company that allows customers to identify with your company's core brand. It is a symbol of referring to your company in advertising and marketing materials and design choices in all other business marketing materials.
Good logos should be unique and comprehensible to potential customers. Although there are myriad choices for colour, visual elements and typography, in general your logo should help convey some information about your company, or be designed in a way that gives some sense of meaning about your company or its industry. For example, cutting-edge firms and tech companies tend to have angular logos to convey speed, while service-oriented firms have rounded logos to provide a sense of service and trust.
Your logo is the chief visual component of your company's overall brand identity. The logo appears on stationery, websites, business cards and advertising. For that reason, a well-designed logo can contribute to business success, while a substandard logo can imply amateurishness and turn off potential customers. However, your logo should cohere well with other aspects of your company's visual presentation: No logo, however well designed, can look good when surrounded by contradictory graphical elements or inconsistent fonts. This is why your logo is the basic unit of a larger brand identity that includes company fonts, colours and document-design guidelines.
Return on Investment
As consumers grow to know, like and trust a specific brand, they are more likely to respond positively to successive encounters with a logo-potentially leading to increased sales or improved mind share within the target market. In addition, a well-designed logo implies a degree of professionalism and competence that could help steer potential new clients toward selecting the business rather than a competitor with no or substandard logos.
Small businesses often play it fast-and-loose with logos, paying insufficient attention to their proper size and positioning and surrounding them with materials-including clipart-that compete with them visually. Avoid re-creating different types of logos for specific purposes (e.g., letterhead and business cards) or having similar-but-not-identical versions for print and online purposes.
If you have any questions or need clarification on any aspect of our branding and promotions series, contact Steve Alabi by email firstname.lastname@example.org