Written by: Milana Arambasic
There are many reasons why logos are important. We live in a world that is constantly throwing information and words at consumers that taking in content becomes overbearing. With this vast amount of information, people have an easier time recognizing and comprehending attractive visuals, such as logos. Logos have been around for ages (just think of hieroglyphics) and are still around today because they are a great and effective way of communicating who and what your business is. Read more to learn about the top three reasons why logos are important.
1). Logos are important because they represent your business. First and foremost, logos are important because they become the face of your company. Think of logos as a window into your business. You are giving people a peek into who you are. For example, think of the logos that you are familiar with. What do they look like? Most of them are so powerful in representing the business that they do not even require text. Think of Nike, McDonald’s, Apple and Mercedes Benz. Nike’s current logo is just a swoosh, McDonald’s logo is composed of two golden arches, Apple’s logo is just a bitten apple, and Mercedes Benz has three links that form a peace-looking sign in a circle. No words, nothing flashy, yet you know what each logo represents and the company it stands for. The image that represents you ties into our next point, which is branding.
2). Logos are important because they brand your business. Before we connect branding to the importance of logos, we must establish branding. As defined by Entrepreneur, branding is "the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products." Now that we have branding established, think of any business cards, thank-you's, invites, menus, shopping bags, or websites you have viewed from companies. What is a common theme all of the items above have? The answer...a logo that is very prominent on all of the items. This is how your logo brands your business; it literally goes on anything and everything related to your company. So, naturally, it is the image you are constantly showing people. This image becomes engraved in people's mind that they subconsciously know what you do and who you are.
3). Logos are important because they help your business stand apart from the competition. The last reason logos are important is that they help your business stand apart from the competition. Think of this. How many gyms have the wording “anytime” or “24” in their logo? What about all of the banks that have the word “first” in their name? How do you remember the difference between these? If at first glance, there is no difference between your business and a competitor, how is a consumer going to choose you? Give your brand the attention it deserves by going a different route with your logo design. If everyone in your industry is using blue and orange in their logos or the same phrase, use a different color combination and tagline. There are an infinite number of word, color and design combinations that your company’s logo, name and tagline can be created uniquely + with a strategy to help others notice you. Whatever logo and name you have for your service or product, you should have two goals in mind with the design: be easily recognized and stand apart from the competition. The last thing you want to do is have your target market mistake you for a competitor because you had a similar logo or tagline. That is why having a distinct logo and branding from the beginning is very important in standing apart from the competition.