Logos are everywhere. We see them when we shop in the grocery store, we see them when we open our laptops, and we see them when we open our cabinets to make breakfast. When we want a soft drink, we know the exact brand we are looking for without reading the can; its logo is engrained in our minds. We know the brand we are looking for as soon as we identify the logo.
The core principles behind the purpose of a logo are 1) the establishment of brand identity, 2) shorthand advertising, 3) developing a set identification with audiences, and 4) creating a “voice” for your company through various design elements, color patterns, fonts and font sizes.
Establishing the identity of your brand relies on the logo you choose for your business. Finding the right look and feel of your logo can be a complex system of testing, or it can be a very simple choice that speaks volumes right from the start. Developing the right logo for your business has no foundation in set methodologies; it is like writing a song, you know it’s right when you feel it.
The goal of your logo should be to help consumers to recognize your brand without having to investigate, read, or find further information. In fact, your logo should let your audience know they have found you before they actually realize the logo is yours. It should be that recognizable, that a simple pattern, shape, or color will allow someone to identify your brand at a mere glance.
Shorthand advertising is a term used for saying a lot in just a few words, or in this case, using simply a logo. I’ll give you an example: a given company can send out a newsletter with a thousand words promoting its products or services. However, Coke can send out a newsletter with only their logo and a discount code. In fact, it doesn’t even have to let consumers know what the discount is for. If it is followed by a URL, people will go to it and type in the discount code just to see what happens.
That is the power of a logo.
A logo has the ability to tell a person all they need to know about your brand, your products, and your services. Of course you must turn your logo into a known brand first, but the is that once it has been accomplished, your logo will become the face of your brand.
Once your logo has been branded, it helps your target audience to identify your company right from the start. As we mentioned earlier, a consumer should be able to identify your brand from just a mere glance. Think about it; when was the last time you had to pull up to a McDonald’s, get out of your car, and ask someone inside if you were at the right place?
One of the most critical aspects of your logo is ensuring it embodies the voice of your company. It is not only the voice of your business, but it is also the face. Your company should be known for it and identified by it. Your logo should be regarded as your company’s lead sales representative, or more so, as the digital embodiment of your business itself.