Why Brand Logos are Important for Your Business - Invoicebus Blog

Why Brand Logos are Important for Your Business

The logo is the ultimate form of expression that a brand can have. In the digital age, logos are now even more widespread and interactive. Without further ado, think about the most famous brands out there. Inevitably, their logos will cross your mind. That’s what makes a brand logos successful.

The power of logos lies in the knowledge and creativity of graphic designers. However, some such professionals have reached international fame. There are plenty of case studies that newbies in the field of graphic design and branding use as guidelines for their activity. Developing a brand logo is also the most interesting and challenging project a designer can receive.

What are logos?

Together with the brand name and tagline, logos make the key components of a brand. Logos build up a brand’s identity as the central and identifiable and unique visual element. Brand visuals can take the form of icons (symbol or mark), logotypes (text) or both. According to Logo Realm, the success of a logo lies in each of the logo’s elements. The more designers personalize them, the easier your logo will be to remember.

Graphic designers develop and use both the logo and brand guidelines.

  • Color palettes and tones.
  • Suitable background.
  • Logo usage forms.
  • Style prototypes.

An effective logo should be timeless, appropriate to the brand’s specs, memorable, versatile and yet simple. Marketing history has shown that only a few complex logos are as easy to recognize as simply designed logos.

What makes logos important?

Since the growth of digital age and the expansion of smartphones, customers interact more and more with brand logos. Today, they come in user-friendly and interactive versions, that now take different shapes. Logos provide brands with:

  • Recognition: Logos make a lasting impression on the brand and increase its effectiveness in communication. They bring consistency to a brand by incorporating it onto various online and offline platforms.
  • Reliability: A brand is reliable once it sends an overall uniform message. Having a logo next to your brand name increases credibility and potential to gain referrals when customers associate your logo with the brand’s core values.
  • Loyalty: Once your brand is already visible, you might have customers that enjoy the products/services it delivers them. By using your products and discussing with acquaintances, clients promote your brand through one of the oldest and most effective techniques – word of mouth.
  • Increased value: Absence of a logo makes a brand unable to cross the line and become professional. A complete brand is strong, recognizable and financially sustainable. The logo contributes to a brand’s value and directly leads to financial returns.

Brand Logos that Became Powerful

There are brands which have logos that even the ones who dislike them recognize. Let’s see some of the world’s most famous logos.

  • Apple: The Apple logo was built to only send the brand name’s message. Although it doesn’t seem to directly connect to Apple products, it symbolizes pioneering and innovation. Apple has managed to elegantly integrate the logo onto its products and make it famous by itself, in absence of a typeface.
  • Facebook: The Facebook logo is known by any of the social media platform’s user. You see it on every website which includes some buttons or icons to share and promote content. The Facebook logo is as widely spread as the campaign even if it’s extremely simple – it only consists of a white f of a blue background.
  • Google: This logo may have undergone seven changes until it reached its current version. However, Google was one of the first and most visible brands to also develop user interaction elements, aside from the logo itself. Google has developed favicons, loading dots, and doodles that occasionally personalize the logo.
  • Coca-Cola: This brand has managed to stay on top of customers’ preferences thanks to a complex, yet easy to remember logo. Coca-Cola aims to be friendly while paying tribute to its own heritage. Moreover, the brand included derivations from its logo in occasional campaigns with global success. Customers enjoy buying soda cans with their names written using the Coca-Cola typeface.
  • Microsoft: Microsoft may have undergone a recent rebranding campaign with unclear results. Yet, it is also one of the most successful brands with a logo that symbolizes simplicity and reliability. There are four main colors. You need only one brand to cover your basic digital needs.

How to increase a logo’s impact

Gone are the days when logos were only visible on outdoor panels and brochures. The digital era is now mainly focused on mobile usage and friendliness. Logo elements can take many shapes, as per the above Google example. Even small companies expand their logo components to cover the entire customer journey map.

The fashion industry can easily work with logos as brands adjust them to clothing items and accessories. Yet, using a logo can expand more than you consider. There is always a way to place a logo on your products, as gadget manufacturers show.

Connecting with your clients is essential. Social media is one of the best tools to promote your brand’s logo. Consider Facebook, Instagram, Snapchat, Twitter and Google+ to creatively show your logo. Starbucks has succeeded to increase brand recognition so much that you see a person holding a coffee cup and instantly think it’s Starbucks.

Brand extensions can work independently or in connection with your brand. Every time you consider building a brand extension, use it to strengthen the power of your logo. The new product or service may turn out to be a useful marketing tool for the overall brand. This is unless you have a powerful element to support your new smaller brand – such as Nike did with Air Jordan. Google created products to answer most of their customer’s needs. They work to communicate and promote the mother brand. There are Gmail, Google+, Google Maps, Google Wallet, Google Drive and much more.

Logos need time, attention to be verified. Any inch, drawing or text can ultimately improve or alter your logo. Have you recently seen the most famous brand logo fails? They are the reasons why logos need time to develop and revision from brand managers.

Conclusion

Brand logos should be developed once you decide to create a business, product and/or service and launch it. Basically, logos represent graphic expressions of designer’s vision towards your brand. They constantly face the risk of becoming outdated and boring.

However, logos stand out as some of the most impressive story-generating tools about the brands. Logos get to your customers, remain visible while they use and even show off your products and make your brand continue to promote itself. Before thinking about your brand’s expansion, consider its logo and how it can contribute to your idea’s success.

 

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