Don’t get a logo? That’s preposterous!
Well, that’s not to say that the logo isn’t an important part of your company’s image. Actually, a logo will help shape the customers’ perception of your organization, it will be the face of your firm. Therefore, having a well-designed logo can be crucial in terms of how your business is regarded. The issue is that a lot of businesses often think about this whole concept the wrong way. People tend to look at the logo as the be-all-end-all of branding. They isolate it from the broader context that defines a company’s image and simply expect too much from it.
The perfect example
Let’s consider what’s probably the most iconic logo of all time – the Nike Swoosh. When it was first designed, it didn’t have any meaning attached to it. Let’s imagine it’s 1971 and we’re seeing the Nike Swoosh for the first time. Sure, if you look at it long enough, you can try to come up with an interpretation of what its creator might have wanted to illustrate. But, in reality, there is no one pre-existing concept that automatically pops into everyone’s head when they see it. Therefore, in 1971, we’d simply be looking at an abstract design that the bosses at Nike didn’t even like that much. So what turned the Nike emblem into a universally recognised symbol that people all over the world associate with professional athletic gear?
Back in 1971, the bosses at Nike didn’t even like the logo that much.
There are two elements that contributed to this phenomenon. First of all, the company’s products are great. It’s as simple as that. The Nike Swoosh would have never gotten to mean anything if Nike had made horrible shoes. It was the quality of the sports equipment that turned the logo into a universal symbol. It’s important to point out that it can never be the other way around. A well-designed logo won’t make up for poorly designed products. Second of all, the Nike Swoosh is great because it’s versatile. Its design allows for multiple uses as well as propagation across various media channels. For example, it looks great on the side of the shoe but it works just as well on a massive billboard along the highway. Add an outstanding marketing strategy to the mix and you get a recipe for success.
Create a brand
So what might benefit your company instead? As a matter of fact, a fresh approach to branding might be the only thing you need in order to make the most of it. Before getting to the logo itself, companies should focus on developing a comprehensive brand identity system. There are several factors that you might want to take into account when envisioning your brand as a whole. A logo is only one of these factors.
In this regard, the organization leaders should make it their goal to adopt an emblem that is simple, representative for their business, timeless, and versatile enough so that it can be easily broadcast irrespective of medium limitations. Take note that the logo is meant to identify and not to spoon feed what your company offers. Furthermore, all of the features that make up the brand identity system, including the logo, should be consistent with the overall brand image and philosophy. Not only that but these features should also be compatible with one another.
We’ve already established that the logo plays a crucial role. Additional brand identity system elements include: Typography, Color Palette, Messaging, Imagery, Graphic Elements.
Fitting all of the pieces together will take a lot of time and effort. Building that successful brand that you’ve envisioned is a long process. Along the way, it’s important to remember that getting a cool logo design won’t ensure the success of your business. While a professional logo design will definitely help your brand identity, it’s important to point out that your logo is not your brand just as it is not the foundation of your brand identity. Your brand’s evolution is directly linked to the value that you can provide your customers.
To create a brand, start by offering your clients a superior product. Once you have their trust and you’ve established a loyal customer base, that’s when you’ve laid the foundation of a successful brand. At this point, the logo and the overall brand identity system can come into play. The brand identity system will help you create a community for your customers and ensure efficient communication with your audience. It will be your devoted sidekick but your company is still the hero.