Logos are a prevalent part of our culture. Many people can recognize the presence of popular brands even when only a single aspect of their logo or the colour scheme used is on display. These forms of identity are essential for companies that need to assert their positions in the public consciousness and gain consumer engagement. Let’s take a look at 6 Unexpected Industries Logo Design and Branding Can Benefit.
Nevertheless, it’s important to recognize that logos aren’t just the domain of big brands. Their efficacy is not even limited to sectors we might usually associate them with, such as retail, hospitality, and entertainment. The benefits logo design and branding can provide organizations extends to a wide variety of industries.
Let’s take a moment to explore some unexpected industries that utilize logo design and branding. Why do they use it and what approaches tend to be effective?
Table of Contents
Education
The education industry is often considered to be one in which commercial considerations aren’t at the forefront. However, it’s important to recognize that this sector is competitive in a variety of ways. Particularly in private or higher education establishments, there is a clear marketing need to attract learners who have many schooling options.
Therefore, the logos used by educational providers can help establish how their standards fit in with consumers’ needs and preferences. Private schools will often utilize logos that emphasize traditional imagery — such as coats of arms — to highlight the history and prestige of the institution. On the other hand, those used by art schools will often showcase the design components that promote the creative nature of the space to maximize its marketing potential.
Some of the important logo approaches for education may include:
- Clear text and imagery to promote high standards of educational communication;
- Colour use that reflects the school uniform;
- Symbols that suggest academic success or a specific professional focus.
Healthcare
The healthcare industry is not necessarily associated with outbound branding. Yet, patients and consumers have a range of options today for different services. Companies and practices alike need to use logos that immediately communicate why they are best suited to provide high levels of care.
There are certainly some standard priorities for all medical institutions, such as the need to make it clear that this is a professional and trusted facility or service. However, the target demographic also plays a role in influencing design choices.
For instance, medical practices serving Millennials need to understand their patients and their related priorities to effectively market to them. This generation utilizes the internet to research providers and they expect a digital-first experience. Therefore, brand logos should be suitable for online spaces and emphasize technological prowess.
Some of the important logo approaches for healthcare may include:
- Symbols that highlight medical services, such as crosses, the Caduceus, and the Rod of Asclepius;
- Clean shapes and images that denote professionalism;
- Designs that are appropriate to the method of consumption, such as digital logos that can be adapted to a range of devices and platforms.
Supply Chain Shipping
There are some businesses relating to delivery that have familiar and expected logos. However, these tend to be those that are primarily public-facing and deliver directly to consumers. Shippers operating in the supply chain are less well-known for their branding elements.
While these companies tend to act as the bridge between manufacturers and final distributors, they still benefit from logos. After all, even as business-to-business (B2B) enterprises, they need to assert their potential as partners to target consumers. The best logos in this field tend to suggest that shipping companies are reliable, professional, and efficient.
Some of the important logo approaches for shipping may include:
- Simple monogramming or name typefaces to communicate a straightforward professional approach to operations;
- Colours that stand out on a variety of vessels and shipping containers;
- Symbols that suggest logistical expertise, such as compasses and vehicles.
Scientific Research
Scientific research is another industry that is usually considered not to be primarily public-facing. While this might affect the type of branding involved, it doesn’t mean that marketing practices aren’t essential. The ability of scientific research companies to brand themselves can impact the grants received, the industry partnerships they can attract, and their general reputation among peers.
Logos in this industry, therefore, need to communicate specific components about the organization quickly and efficiently. There needs to be a focus on asserting the authority and expertise of those operating the facility. The logo may also need to reflect the type of research being performed or the scientific fields they focus on.
Some of the important logo approaches for scientific research may include:
- Clear typefaces to suggest the credibility of the research being undertaken;
- Symbols that represent scientific fields, such as plants for botanical facilities or telescopes for astronomy organizations;
- Simple shapes for easy readability on research papers, social media sites, and other materials.
Government
Many people overlook the value of branding in governments as they associate marketing with companies that are selling something. Yet, governments are certainly attempting to sell a variety of things to the electorate. They want to promote their trustworthiness, authority, and stability in order to maintain the confidence of citizens.
Government logos are often designed to serve the goals of the particular departments they represent. Though, repeated theme elements are crucial to suggest stability through consistency. The public must be able to immediately recognize that communications are being sent from an official source, especially given the increased government use of social media for communications.
In some instances, government logos must also be reassuring. Aid agencies and government-run emergency services need to communicate to those in need and sometimes non-native language speakers that the organization is there to help.
Some of the important logo approaches for government organizations may include:
- Symbols that reflect the function of the specific government department;
- Images and colours that are representative of the country or province they serve;
- Proprietary typefaces that are immediately recognizable as being government-owned.
Consulting
When people think of consultants, they commonly picture independent experts. This type of individual and often freelance service is not often associated with marketing. Indeed, many might assume consultants operate by reputation or word of mouth.
Yet, consultants benefit from good logos in the same way larger and public-facing businesses do. Many independent contractors’ markets themselves as consultancy services or agencies, which requires branding that promotes them as more dynamic organizations. They also need to communicate to busy potential business clients that they have significant skills and experience in a field.
Some of the important logo approaches for consultants may include:
- Symbols that communicate a specific area of expertise, such as graphs for data analytics consultants or shields for security consultants;
- High-contrast colour schemes that suggest a dynamic and cutting-edge organization;
- Monograms of initials that promote a consulting group rather than an individual.
Conclusion
Logos can still be impactful beyond the traditional industries we usually associate them with. Indeed, any organization that needs to communicate an idea or service quickly to another party can use this approach to branding. Governments utilize these to establish their official status, medical industries use them to promote trustworthiness, and even shipping businesses adopt them to communicate reliability.
These simple images are powerful tools. However, the approach used needs to reflect the intended messaging without room for confusion or doubt from the recipient. With effective design principles and an understanding of an organization’s target demographics, great logos can bolster the success of a brand. Check out the top branding agency.
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