A logo is not just a fancy image that companies or organizations etch on their products and other visual marketing tools they have, it is a very important part of a business or organization’s reputation management. In this article we share 7 Characteristics of an Impactful Logo Design.
In fact, most times, customers can usually differentiate between different companies based on their logo design which is why a business, company or organization cannot afford to underestimate the importance of an impactful logo especially since the logo gives them an identity.
Reasons why every business should have an impactful logo design
1. It gives you a unique identity
Your logo which appears on all your most important marketing tools like your product packaging, stationery, leaflets, business cards, your website, and your social media accounts is your unique mark of ownership. As customers begin to notice your logo everywhere, they begin to associate your logo with your products and services.
2. It helps you connect with customers and potential customers
Your logo should be able to communicate who you are, the value you offer or the type of products or services you offer. But just like many banks do not have dollar signs in their logo design, your logo does not need to be designed explicitly to display what you sell. Instead, it just needs to communicate your brand personality.
3. An impactful logo design distinguishes you from your competition
It is something that customers can use to differentiate you from others who offer the same services or products. Sometimes, an effective logo design also helps you to catch people’s attention and thus, it provides a great help in getting you a good share of the market especially if you have a logo that outshines that of your competition.
4. It leaves an impression
Even if customers forget the name of your business, company or organization, they are likely to remember your logo, after all, the human brain processes visual data sixty thousand times faster than text. Your logo design should give your products and services a brand recall value such that when people see your logo, they can remember their experience with your products and services.
5. It makes you look professional and legit
A lot of customers only associate with trusted businesses. But how do you earn their trust when you’re just starting out? With professionalism. If you’re starting a new business, it might be hard to convince people (investors, customers or vendors) that your product is legitimate and that they can trust you. However, people usually associate quality logos to the quality of products and services provided by a company. As such, if you have a high-quality logo associated with your business or organization and visible on your website, products, and even your business card, people are more likely to trust you, since you have a professional image.
6. Your logo design lays the foundation for all your future branding efforts
The key colors, font and other important elements of your logo define how you continue with your branding. Your website should at least have images, text, design, colors, etc. that are compatible with your logo design. This also applies to your business card, future posters, flyers, brochures, etc.
7. It helps to build brand loyalty
A recognizable and familiar logo can be very effective in strengthening brand loyalty. How? A customer can easily find your product at a store if they can remember and recognize your logo, they can also refer people to your products with your logo.
The characteristics of an impactful logo
An impactful logo cannot be complicated. It may seem sophisticated to you and your logo designer but how do you expect customers to remember the logo if it’s too complex? It may leave an impression in your customer’s mind but he or she may not remember or recognize it later on.
Your logo should be easy to read and understand. That is, it should communicate something at a glance. Of course, it is possible for your logo to have many hidden messages, however, it is important that it sends a message that everyone can understand quickly and describe to others if needed. For example, Apple’s logo design is pretty simple yet customers are unlikely to forget it.
Your logo has to be appropriate in the sense that; it must reflect your business, your market, industry or even customers. This doesn’t mean that it has to be obvious, it just needs to communicate the appropriate tone and style. For example, Burger king has a logo design with a hamburger, an obvious but appropriate tone and style. But no one can fault their competitor, McDonald’s for its logo, which is a simple and memorable “M” initial.
This is why you need to choose the right logo design style choice such as:
Logo designs with this choice are typically made of text and usually the name of the business. For businesses just getting started, wordmarks might just be the best choice, since it aids customers in their recognition and awareness of the business and the products and services they offer. Example of logos designed with the wordmark style choice are Virgin and Oreo.
This is a much more complicated style choice which can be easily botched up by new businesses because it involves depicting your business without words, just the use of an image or symbol that is a visual depiction of your brand. Example of logos designed with brandmarks are the Windows and Apple logo.
Logos designed with combination marks style choice usually incorporate visuals and text, giving businesses or organizations the chance to further explain their stories. For example, Adidas logo is designed with both symbol and text.
The emblem style choice also combines text and icons or symbols but usually the texts are inside the symbols just like a seal. Starbucks and Paramount have logos designed with the emblem style choice.
Letter mark logo designs are usually monogram-style logos made with initials or some form of abbreviation of the business or company name. The main element in letter mark style choice logo design is the font. An example of a logo with this style choice is Hewlett Packard, popularly referred to as HP (Just like the logo).
3. Original and Distinct
If you want your business to go places, you cannot look like your competition. You need a logo design that is different, a logo design that would make you stand out.
Logo design is another opportunity for businesses, companies and organizations to stand out in a cluttered marketplace and industry. You don’t want to experience a situation whereby customers confuse you with your competition or potential clients cannot make a distinction between you and your competition. Therefore, your logo must be unique, original and easily distinguished from that of your competitors.
Your logo will be used on different media and in different variations. Therefore, you need to create a logo design that is versatile to be used on your website, social media accounts, on flyers, posters, business cards, store fronts, brochures, leaflets, stationery, and other marketing tools.
Apart from being versatile in terms of size and media, your logo design should also be versatile in terms of color, that is, it must be able to look good in various colors. For example, ResumesPlanet initially designed its logo in black and white before adding color. This is simply because they know the importance of versatility.
Your logo should be targeted. You can’t create a logo design based on a message you want to communicate alone; your target customers must be considered. This is one of the reasons why it is very important for businesses to understand their business audience and customers. If your logo is irrelevant and cannot connect with your target audience, then you won’t be able to gain their recognition.
Your logo should always leave a permanent impression just as it should be unforgettable. In fact, pro essay writer advises that your logo be so iconic that even children can remember and recognize it. This way, if presented with choices between you and your competition, your customers can easily pick you.
You can’t afford to go for current trends while doing your logo design. Your logo design cannot be easily changed like your website design, in fact, changing your logo design can make you lose your customers. This is why all businesses, companies and industries should aim for a timeless logo design when designing their logos. Your logo must be relevant today and remain relevant despite years or even decades of changes in the industry. An example of a timeless logo design that has lasted for years is the Disney logo design.
Although many businesses usually take logo design for granted, it is not something that you should take for granted. Not only does your logo lay a foundation for your brand and make you look professional, it is literally your identity which people remember when they think of your products and services and their experiences with your business or organization.
We hope these 7 Characteristics of an Impactful Logo Design have been helpful, and if your looking to learn logo design we would highly recommend the learn logo design online masterclass if a great course you will have lifetime access to to learn at your own pace.
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Alexandra Reay works as a professional journalist and editor in one of the finest Melbourne publishing agencies. She is also a professional content writer who prefers to do research on the following topics – self-improvement, technology innovations, global education development
Also published on Medium.