There are numerous games and apps, where kids have to match an emblem or logo to the company it represents. Whether it’s Hello Kitty, Lego, Coca-Cola, Google or a Nike swoosh, if a 5 year old recognises it, your business logo has made your brand.
Corporate logos are the face of a company. They are graphical displays of a company’s unique identity and allow customers to identify with the company’s core brand.
A logo is a fundamental aspect when it comes to creating a memorable and successful brand.
Your business may have spent years building its expertise and services, but it needs a visual representation that will remain in people’s minds. As the above example shows, there is clearly both a conscious and subliminal effect that a logo has from a very young age.
There are 5 basic elements that are essential to effective logo design.
People are overloaded with visual and audio noise all the time. The human mind constantly has to filter out what it needs to retain and what it can ignore. Therefore, if you want to customers to notice and remember your logo: make it simple, clear and bold.
In order not to be confused with your competitors, make it original. Think carefully what colours to use. The correct use of colour in a logo can convey the essence of your company.
- Red: associated with energy, sexiness, boldness, danger, aggression, dynamism, warmth and heat. Red stimulates appetite, which is why it is used for so many food logos e.g. Pizza Hut, Coca Cola, McDonald’s, KFC etc.
- Orange: is used to show creativity, friendliness, youthfulness, fun, affordability, approachability, innovation and modern thinking.
- Yellow: portrays optimism, inventiveness and can also affect appetite. Therefore it is also used in food logos, e.g. MacDonald’s, Burger King, Subway etc. Yellow is sunny, warm and friendly. However, it has some negative connotations because it can signify cowardice and is often used in warning signs.
- Green: shows growth, freshness, trustworthiness, attention to nature, organics and ethics. It is also instructional and is therefore often associated with financial products.
- Blue: implies professionalism, tranquillity, trustworthiness, serious mindedness, integrity, sincerity and calmness. Blue is also associated with the medical field, authority and success. It is often used for medical and financial logos.
- Black: is the colour of credibility, authority, dominance, elegance and power. Black is often used in logos for sporting goods which give the user a sense of power, e.g. Nike, Adidas, Puma etc.
- White: conveys simplicity, cleanliness, purity, safety, righteousness, goodness and peacefulness. White is said to promote creative thought and is also synonymous with fresh beginnings. It is often associated with weddings.
If your logo is simple, uncluttered, bold and clear, there is more chance it will stay in people’s minds. If the public recognise your brand, a percentage of your advertising is reduced.
Certain logos have lasted decades and are synonymous with the brand they represent. E.g. Coca Cola, Shell, Cadbury etc. If your logo is engaging, unique, memorable, simple and versatile, there is more chance that it will stand the test of time.
Great logos should be distinctive, clear and compelling when displayed on the side of a building, on the web, on television, in a newspaper on tablets and the small screens of phones. In today’s rapid changing market your logo needs to withstand adaptation across various marketing mediums.
Branding is defined by Businessdictionary.com, as
the process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
A unique business logo is an essential step in the process of branding your company or product.
So remember, make it simple, make it bold – Make a brand!