A strong logo is memorable, effective and recognisable. While it’s important you like your company’s logo, it’s even more crucial that it appeals to your target audience.
Whether you’re re-branding or inventing, here’s a comprehensive guide to great logo design.
A company’s logo plays a big part in its success. It’s more than just an image, it’s a powerful tool in fostering brand recognition, which in turn generates customer loyalty and profitability.
Great logos become an abbreviation for your entire brand; they stand for everything you stand for. So, it’s necessary to think about design and intention deeply when deciding on a logo for your business.
Building a relationship with the consumer is made easier by having a recognisable brand. People are reassured by familiarity, and 57% of people say a logo helps them trust a company.
Brand recognition creates an emotional attachment between your brand and the consumer. They see a logo they recognise and are reminded of their positive experience when using your product or service. They know you and trust you as a result.
Understanding how logos affect consumer perception is a question of psychology.
Different colours, shapes and fonts signify different things in our brains, so when choosing a logo for your brand it’s important to consider the psychology behind each component.
Colours associated with your brand play a big role in consumer perception.
Studies show that 90% of snap judgements about logos are based on colour alone. People psychologically associate different colours with different emotions, for example:
Think WhatsApp, Tropicana, Spotify. Green is used in food retailers to signify naturally sourced ingredients, because of its semantic link to eco-friendliness. But it also signifies growth and fresh ideas, which is important for social media corporations.
Used in logos like Coca Cola, YouTube, and Netflix. Red is a striking colour that captures attention. It creates impact, great for simple logos that need to pop.
The NHS, PayPal, and Visa all use blue in their logo. Popular with banks and healthcare brands, blue symbolises purity, simplicity and trustworthiness.
The colour you choose to associate with your brand shouldn’t be incidental. Whichever colour scheme you use should reflect an important aspect of your brand you want to project to your consumer base.
Square, circle, even triangle: logos come in lots of shapes and sizes. And which form you choose for your logo also affects a consumer’s first impression.
Generally:
Triangles are present in the logos of Airbnb, Adobe and Adidas, for example. This is because triangles represent adventure, unexpectedness and forward thinking.
LinkedIn, the BBC and Microsoft all use squares in their logo to represent reliability, stability and integrity.
And the London Underground, Pinterest, and Google Chrome all use circles to imply inter-connectedness, unity and integration.
Short answer: yes. Before your customer has even read the word(s) on your logo the way they’re written will strike them first.
Consumers build trust with brands through positive experience. Once a brand gains consumer trust, its logo becomes a signal of reliability.
Another way logos foster brand loyalty is through nostalgia. When we see a familiar logo, the brain releases dopamine, associating positive feelings to a particular colour, shape or image. All this fosters a consumer’s relationship with your brand.
A well designed, consistent logo does half the work for you when building a brand that will stand the test of time.
Whether you’re updating or designing, here’s some things to keep in mind to guarantee you get the most out of your brand’s logo:
Your logo should reflect your brand’s personality. Choose colours, shapes and fonts that fit the culture, essence and overall vibe of your brand.
A logo is a small snapshot into your brand. With as little writing and imagery as possible you want to convey a message with a single look.
When you’ve narrowed it down to a couple designs, send some samples out for consumer research. This provides helpful feedback that can be implemented before your logo is used officially.
Once you’ve designed a logo that works for your brand, stick with it. Repetition builds consumer trust and gains their loyalty through recognition.
Logos are crucial to building brand recognition and consumer trust. Considering your brand’s personality and choosing a colour, shape and font that reflects that essence creates a logo that does the heavy lifting.
At Brand Identity we’ll help you bring your workwear design to life. Our range of high-quality pieces are the perfect blank canvas for your logo design.
If you’re looking to create bespoke workwear or unique custom pieces, fill out an enquiry form or email at [email protected] today.
