Brand logos can endear your business to customers. Logo design is one of the most critical designs in establishing your brand’s identity. According to a study by the Journal of Marketing Research an effectively designed logo can “influence brand evaluations, purchase intentions, and brand performance.”
Having a creative logo also translates to easy recall. It is the one thing people will think of whenever your brand is mentioned. Brand logos convey the essence and characteristics of your brand. Sometimes, being able to use trending topics to promote your brand also brings in much-needed visibility. For example, many brands used Adam Levine’s DMs to promote their products.
What is a brand?
Amazon founder Jeff Bezos states, “Your brand is what other people say about you when you’re not in the room.” Developing a brand means giving conscious thought to the expectations and stories that will revolve around it.
Brand logos play a big part in igniting these conversations and shaping the reputation of the brand. Brand logos in marketing evoke a certain feeling of belonging and also drive measurable RoI (return on investment).
With an almost cult-like following, Apple is one such brand that is recognized all over the world. The tech company is so loved that they get away with charging people an “Apple Tax” where their products have higher prices, simply because of the brand factor. But they are able to do this today, only because they built products that sustainably improved the lives of those who use them.
Brand logos in marketing also play a pivotal role in conveying what your brand stands for. Steve Jobs chose to associate Apple with thinking differently. His iconic narration of “Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do,” for an Apple ad cemented the company’s standing as a true leader in its arena.
What are the 3 things a good logo design can be?
Brand logos in marketing communicate the message quickly and effectively. A visual mark of the nature and objectives of the brand, a creative logo is the difference between an average brand and an unforgettable one.
Marketer Marc Gobe, author of Emotional Branding, talks of how Apple managed to make brand logos fashionable and credits its brand to its survival. He discusses the inclusive approach conveyed by its brand logos in marketing. Apple managed to make its customers feel like they are part of the brand.
According to MIT research, “…the brand logo can be an integrator of the marketing efforts of the brand, a reflector of such effort and the icon of what the brand means to its customers.” There are three main things to consider while branding.
Brand logos must be simple, memorable, and effective to stand the test of time.
1. Simple
A simplistic design helps the brand convey its message easily. It is also practical and easy to remember. Some of the simplest most popular design logos are Nike’s swoosh and Apple’s 2D logo with a bite taken out of it. A key element of branding design is to create a logo that is timeless and simplistic.
2. Memorable
Memorable logos find the right balance between aesthetic beauty and simplicity. When a person looks at a brand logo, she must be able to easily recall the products of the company. A complex or stuffy log can be easily dismissed by the customer.
3. Effective
The logo must be relevant to the brand and evoke a personal, emotional, and memorable connection. Apple’s ability to keep branding simple and exciting but informative is a big contributor to its success.
Brand advertising campaigns have also been instrumental in immortalizing brand logos. Some of the most innovative brand advertising campaigns helped drive home the message of the brand and imprinted their logos in the hearts of the people. As brands evolve and improve over time, it is important to have a brand logo that will continue to stay relevant and eye-catchy.
