LOGO DESIGNING
First impressions are important, and for many potential customers, your logo will provide the initial glimpse of your brand. A company logo is essentially the face of the organization, and it should tell prospective customers everything they need to know about your business right up front.
A well-designed logo supports marketing efforts in a variety of ways:
Brand awareness
Think of virtually any consumer brand – what immediately pops into your mind? Most likely, it’s their logo. For the top brands, logos cross cultural boundaries and international borders, becoming readily recognizable around the globe.
Take Coca-Cola, for instance. By all accounts, it’s one of the most recognizable brands in the world. It doesn’t matter that the logo is written in English – or that it uses a cursive script that reached peak popularity 150 years ago – 90% of people around the world know it when they see it.
That may be an extreme example, but it shows how important a good logo is to catching the eye of customers in crowded markets.
Brand identity
Logos can tell potential customers a great deal about your business without having to say anything. Coca-Cola’s Spencerian Script reflects the company’s long history and a core product that has remained virtually unchanged for more than 100 years. People choose Coca-Cola because it’s a dependable product. They know what they’re getting from it. Past attempts to mess with the formula have become cautionary tales about brand mismanagement.
Sticking with an old-fashioned logo year after year helps sell the message that the product has stood the test of time and that there’s no need to fix what isn’t broken.
FedEx is another good example of a logo that subtly tells customers quite a bit about the brand. The logo famously hides an arrow within its second syllable suggesting speed, accuracy and reliability in delivering packages to their destinations.
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