If we showed you the logos of some of the most well-known brands, you’d probably which companies each one represents. In fact, you would probably be able to identify lesser known brands from their logos, too.
To the human mind, an image is often worth more than words. Let’s examine the importance of company logos and why your business needs one.
Why Use a Logo?
If you were to see an image of two golden arches, would you be able to identify the brand? McDonald’s iconic “M” is one of the most recognizable and easily identifiable logos ever to exist. The silhouette of an apple with a single bite missing is another example of a universally identifiable logo — we likely don’t need to tell you which tech giant puts this logo on its products.
“A logo isn’t just an image. It is an extension of who you are as a brand. It’s your point of identification. It’s the symbol of your entire operation,” says John Berry, CEO and Managing Partner at Berry Law.
Examples like McDonald’s golden arches or Mac’s once-bitten apple are great evidence of the importance of logos. You’d be hard-pressed to find someone who cannot identify them. This kind of global recognition is why you must use logos in your branding.
Here are seven other key reasons to create a unique company logo.
1. Use Logos To Grab Customers’ Attention
It’s no secret that consumers have a short attention span, especially when it comes to advertising. Companies have around two seconds to convince customers to take a closer look at their products. So, what kind of information can be digested in two seconds? Your logo, of course.
“Attention is hard to grab, but it is even harder to keep. If you are able to hold a consumer’s attention, you are already on the path to success,” explains Bryan Jones, CEO of Truckbase.
Logos are the best way to grab customers’ attention and hold it for longer than the aforementioned two seconds. An attention-grabbing image will encourage people to look further into your product, ideally leading them to make a purchase.
2. They Are Your First Impression
You know what they say about first impressions. Not only are they incredibly powerful, but you can’t take them back once they’re made. Don’t let your logo (or lack thereof) create a bad first impression.
“Your product has to stand out on the shelf when lined up with dozens of similar products. The best way to accomplish this is with a cleverly designed logo,” says Ann McFerran, CEO of Glamnetic.
Your logo is not only your first impression, but it is your introduction to the world. Make sure that your design stands up to the important task at hand. You want your first impression to be unforgettable in the best way possible.
3. Your Logo is the Foundation of Your Brand Identity
Building your brand identity starts with your logo. It may be only a small part of your company’s brand, but it’s the foundation on which your brand is built. It will be present on all of your branding materials and product packaging in addition to dominating your presence on social media.
“Your brand identity is something that people will uncover upon further inspection. What will encourage people to pursue further inspection? Your company’s logo,” concludes Maegan Griffin, Founder, CEO and nurse practitioner at Skin Pharm.
Logos are typically included on letterheads, business cards, email signatures, website landing pages, packaging, marketing campaigns, and just about anything associated with your business. This is why choosing a logo that accurately represents your brand identity is essential for marketing, brand recognition, and much more.
4. They Will Make You Memorable
Logos make your brand memorable. Our brains are more likely to remember images than words. Even if someone cannot remember your brand’s name, they will remember imagery like your logo. If your logo works as intended, consumers will instantly connect the sight of your logo with your company.
“The worst thing a brand can be is forgettable. You want to make your brand impossible to forget,” says Andrew Chen, Chief Product Officer of Videeo.
Brand recognition is one of the most important reasons to use a logo. You want consumers to be able to identify you from that one image. This can even lead to free advertising when people wear or use products with your branding.
5. Logos Differentiate You From Your Competition
Don’t be afraid to think outside the box when choosing a logo to set you apart. This is especially true if you have competition that uses a basic or unremarkable logo.
“There are times in life when you’ll want to blend in with the crowd. This is not one of those times. Choose a logo that couldn’t blend in, even if it tried,” advises Drew Sherman, VP of Marketing at RPM.
Your logo should tell your audience what you do and why you are unlike your competitors. It should tell potential shoppers, “This is who we are and why we are better,” with a simple glance. This will help you stand out against your competitors.
6. They Encourage Brand Loyalty
It’s completely normal for people to crave consistency. This is especially true when it comes to consumers. You can play into this with your logo. Your logo will create a sense of familiarity among your customer base. Familiarity creates the perception of trustworthiness, which will keep people coming back to your brand.
“If people believe they share values with a company, they will stay loyal to the brand,” says Howard Schultz, former CEO of Starbucks.
Fostering brand loyalty is important for companies looking to build up their customer base early on. You need to build trust, or the perception of trust, with your audience to turn them into repeat customers that come back time and time again.
7. You Can Use Them Everywhere
As previously mentioned, your business can use its logo everywhere. What may seem like a small investment early on can turn into a crucial part of your branding, marketing, and more. Use your logo everywhere that you can to get the most pay-off.
“A company’s brand can be equated to a person’s reputation. In the way that you cannot separate a person from their reputation, you shouldn’t be able to separate a company from its brand,” suggests Christy Pyrz, Chief Marketing Officer of Paradigm Peptides.
The more you use your logo, the more recognizable you will become as a brand. We already went over the importance of brand recognition and loyalty, so don’t miss out on any opportunity to solidify your brand.
Different Types of Logos
When choosing a logo, you’ll have some decisions to make. Will you include your brand name with your image? Will you incorporate your name into your image? Or will you choose an image-only logo? These are decisions you’ll have to make during the design process.
“When choosing a logo, you need to make decisions that are best for your company. This may differ from what your personal preferences are. Don’t let these differences slow down the design process,” says Ubaldo Perez, CEO of Hush Anesthetics.
It can be helpful to include your company’s name with an image that represents your brand while you are becoming more recognizable. Once you have established yourself, you can drop the name and use an image-only logo. But in the early stages, the best practice is to incorporate your name.
How To Create an Unforgettable Logo
Don’t be afraid to outsource your logo’s design to a company specializing in logo creation. Even if you have an in-house design department, employing a specialist is never a bad idea. Meanwhile, if you have an idea of what you want but don’t know how to execute it, a graphic designer can help your vision come to life.
“Define what your brand stands for, then use that definition to help guide your design choices. You want to choose imagery for your brand that embodies your values and your voice,” advises Chris Thompson, CEO of Sober Sidekick.
Having a few different designers draw up a mock-up of your logo is also helpful. This way you have several options to choose from. If you go this route, choose the design that draws your eye the most, even if it is not your favorite.
The Importance of the Right Logo
The right logo will tell your audience everything they need to know without saying a thing. Anyone who sees it should be able to get a good idea of what you do and who you are. Your logo may make sense to you, but if your audience doesn’t make the connection, then it’s not the right logo for you.
“Choosing design elements like branding, packaging, or your company logo may seem easy when compared to some of the more tedious tasks that come with starting a company. Still, make no mistake: These choices are just as important as the business side of things,” says Asker A Ahmed, Director of iProcess Global Research.
It’s important to work with a graphic designer if you are struggling to come up with a meaningful design in-house. They will be able to help you identify a logo that makes sense for your brand. This is a one-time expense that will absolutely be worth the money.
A Picture That’s Worth a Thousand Words
Like the old saying goes, a picture really is worth a thousand words. In this case, your logo will be worth a lot more. If used correctly, it will be the single factor that defines your brand to the world.
Scott David Cook, director of eBay and Proctor and Gamble, once said, “A brand is no longer what we tell the consumer it is; it is what consumers tell each other it is.”
Your logo will speak for itself, so make sure it says what you want your consumers to hear. All of the world’s most recognizable logos can speak for themselves without saying a word. Don’t let your logo be the exception.
