Created by potrace 1.14, written by Peter Selinger 2001-2017

The Logo Revolution: How Imagery Sells

  • It is an often stated notion that how a product is marketed to the consumer is actually more important than the product itself. The vast majority of products you will find on the shelves of stores are pure wants instead of a necessary purchase for the customer, what your marketing needs to do is create a need within the desired industry. This marketing begins with the companies logo itself. There is numerous variable involved in what is tantamount to a strong logo, it needs to be sharp, simple, and stick in the consumer’s mind. If you consider the world’s most iconic companies their logo probably comes to your mind before any of their products. Let us do a little exercise just now when you hear the word Apple what comes to your mind? I can guarantee it was the logo of the bitten apple before any iPhone or iPad. This passage will aim to break down the factors behind a successful logo and find what makes the logo so important in the modern world.

    The Importance of a Strong Logo

    The modern logo has morphed into some all-encompassing face of the business, but why is this? Well, the logo of a company is the first thing that any potential customer will see. The logo is no longer just about brand recognition, but it needs to say something about your company. In ever-expanding markets, it is extremely important that your logo stands out from the crowd and conveys a strong set of principles. Be it professionalism, a form of service, or quality of service, your logo is the spokesperson of your brand and you only have a matter of seconds to make the right statement. Take sleekwristbands for example, their logo is simply the words sleekwristbands accompanied by a wristband; this conveys everything that the customer needs to know about the product, not only giving the name of the brand but the purpose and quality of the product.

    How to Build a Strong Logo

    Now that you understand the importance of a strong logo you can learn what actually makes a good logo. I feel no idea is actually born out of pure originality, so let us base our rules of a good logo around logos that already exist. Firstly, a good logo needs to be simplistic. Think of the McDonalds logo which is a simple yellow M on a red background or the simple colored Google logo. These colours stick in the mind of the consumer; the companies own intellectual property on these colors. This is when a logo is at its best when it can be recognized just by the colors that it uses. Simplicity creates a logo and a company that is easy to remember and will stick out in competitive fields. You also need to decide what you want your brand to stand for. What do you want your customer to think when they see your logo; try to create a streamlined business that has a unified message all across the board. Try to remember this rule when designing a logo; for it to be great it needs to be replicated by hand and off memory alone. Think about the Nike swoosh; simplicity and bold colors are key.

    How to use Your Logo

    It is especially important that you own your logo from the early embers of your business. Your logo needs to exude your brand, so you need to instantly think of marketing opportunities based around your logos like merchandise or potential collaborations. You want to try and create a logo that transcends what your company actually does. If you can make a wearable brand then a customer has just paid you to become a walking billboard. You want to create a brand that someone would want to wear out of a love for the look not just because they like your company. When thinking of an example of this you should perhaps look at Nike; who have managed to move from their swoosh being a part of their shoe to something that is placed on all their apparel; from the hoodies to the tank tops the swoosh is Nike.

    What can be interpreted from this passage is that simplicity creates a strong logo. It should be something that can be recognized from its color or shape alone. What is clearly evident is the rising importance of the logo, as brands begin to branch out and do more they need a logo that is a master of all trades, so it needs to be extremely versatile. The logo is the brand and is pivotal when people decide whether they should take a chance on a new company.