In layman’s terms, logos are symbols, made using text or images or both, which makes a brand recognisable. But surely the story does not end here, it is so much more! A good logo can prove to be the first impression that a brand can make on its customers. It can reflect what you do; who you are and what are your values. That’s a lot to reflect using just a symbol! Let’s see how you can do that.
LOGO MAKES YOUR BRAND UNIQUE
The most basic and important role that a logo plays is to make your brand unique, which is important because it gives you a different and unique visual mark than your competitors. In fact, competition analysis is also a part of logo designing process.
LOGO COMMUNICATES WHAT YOUR BRAND DOES
A logo not only gives your brand a unique identity but also conveys some crucial information about your company. It can project your company values, your geographical location to your target clients.
For example, a company might use specific color to show they are committed to being green/environmental. Or they might use some technical elements into their logo to impart that they are a software company. Or a childish font to highlight that they work for kids (maybe a playschool) even fonts can show dynamic nature of a brand.
CREATES BRAND RECOGNITION
Your brand logo also leaves a visual impact on your customer’s mind. We can also say, logo associates your brand with a strong visual element. This way customers can directly relate your brand with that particular element. Think about brands like Adidas or Starbucks, their logos are so recognizable that one can attach logos with the brand with or without name attached. It makes logos a central part of brand identity.
ELEMENTS OF A LOGO:
A logo also has various aspects to it; let’s look at what logos are made of: A few design elements? Maybe some fonts or just a color? While there is no definitive answer, we can break down some of the common logo design elements.
When we talk about a logo, it will definitely have some kind of typographic element.This can differ from abbreviations to full name of the brand. Also typography exhibits some kind communication, be it luxurious, or environmental. How the tagline could go with the name of the company is also a typographic element.
Sometimes typography is supported by graphic elements like images and symbols. These graphic elements can create that visual impact as mentioned above. Logos can also include decorative elements such as dotted lines and other graphic elements—it may or may not create an image that describes itself.
After the basic layout, comes – colors. Logos can be multicolored with selected colors from the brand’s color palette or they can even be black and white. Every color plays around with human emotions in its own way, for instance: McDonald’s uses red and yellow color to attract consumer’s psychology towards fried food and these colors also increases the appetite.