One of the key factors, within the company’s marketing and branding strategy, is the design of the logo. A logo is a visual representation of the brand in the market. It is clearly evident that the importance of the Logo in branding and marketing is that every company has a logo of its own. You recognize a company’s advertisements or products by its logo.
Importance of Logo in Branding & Marketing
The “logo” is an identification element that can be purely graphic that includes symbols or icons, as well as the name of the corporation with typography especially designed to represent it. In this way, you can have a graphic and a typographic logo or a combination of both.
In general terms, the “logo” is an important brand element as it helps the brand to be easily identified and recognized. A message that conveys the brand’s own concept, such as in the case of Coca Cola whose logo and idea clearly reflects the representation of happiness.
One of the main advantages of having a logo, unquestionably, is the presence of the brand in the market. And the identification that the consumer has through it with the company and the products it offers.
A logo helps the company convey its brand messages and create positioning in the market. It is the brand and the logo that creates the image of the company in the mind of the consumer.
Characteristics of a Good Logo
Regarding the characteristics that a good logo must have, there are many advertising and design theories. We will summarize the main ones and those that seem most important to us:
Design & Color
One of the key factors in these decisions should be Design and Color. The choice of color is essential in a logo. In addition take into account the applications of the logo and its possible color versions for the proper placement of the logo in any medium.
It should be considered what the logo wants to convey. What idea do we want to place in the mind of the consumer? Who we are addressing or what will be the target audience of our brand – logo?
And finally the design and colors are related to the message or idea to be disseminated. It is in this way that the company must rely on the psychology of color at the time of deciding the creation of the brand image that will accompany it in its trajectory in the market.
Simplicity
The logo should be simple and easy to place on all the advertising material, websites, social media profiles, visiting cards, etc. For instance, you can look at the logo of big brands like Apple, Samsung, Reebok, Nike, etc. They are all very simple.
Clarity
A logo should be clearly distinguishable. It should be clear and indicate what it represents. For instance, The bold letter “H” in the Honda logo depicts confidence and durability. Named after founder Soichiro Honda, the logo still uses the original “H.”
Originality
The logo of a company should be original and not misrepresenting another brand or company. Brands should invest in creating an original and unique logo for themselves.
Also, it is important to have a registered trademark for your brand logo. It is always good to have a branding manual handy to share with the design team, vendors, affiliates, etc.
This helps you keep your branding consistent throughout the communication channels. This doesn’t confuse your audience and helps create a great brand appeal out there in the market.
Conclusion
Every company and brand needs a logo for its representation in the market. The logo of the company should be unique and representing its philosophy. Hence, keeping in mind the importance of logo in marketing and branding companies should invest in creating a unique logo.
