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.<\/p>\n\n\n\n
A well-designed logo supports marketing efforts in a variety of ways:<\/p>\n\n\n\n
Think of virtually any consumer brand \u2013 what immediately pops into your mind? Most likely, it\u2019s their logo. For the top brands, logos cross cultural boundaries and international borders, becoming readily recognizable around the globe.<\/p>\n\n\n\n
Take Coca-Cola, for instance. By all accounts, it\u2019s one of the most recognizable brands in the world. It doesn\u2019t matter that the logo is written in English \u2013 or that it uses a cursive script that reached peak popularity 150 years ago \u2013 90% of people around the world know it when they see it.<\/p>\n\n\n\n
That may be an extreme example, but it shows how important a good logo is to catching the eye of customers in crowded markets.<\/p>\n\n\n\n
Logos can tell potential customers a great deal about your business without having to say anything. Coca-Cola\u2019s Spencerian Script reflects the company\u2019s long history and a core product that has remained virtually unchanged for more than 100 years. People choose Coca-Cola because it\u2019s a dependable product. They know what they\u2019re getting from it. Past attempts to mess with the formula have become cautionary tales about brand mismanagement.<\/p>\n\n\n\n
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\u2019s no need to fix what isn\u2019t broken.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n