Designing a logo is marketing’s greatest hurdle. At a glance, an image of golden arches, a bitten apple, and a green crocodile may seem like logos the companies doodled on a free night. What people do not realize is that’s exactly the point, since brand recognition through written descriptions is simply a sign of success. A prominent logo is the foundation of any successful marketing campaign, since the identity presents itself in a snap, and settles onto the consciousness for a very long time.
A Stamped Mind
Large companies pay millions of dollars for their advertising campaigns each year. At the center of all these projects is their logo – one iconic image that will stay in the minds of consumers. In an interview with Fast Company, Neuroscientist Bevil Conway highlights emotion as a primary driving factor in consumer purchasing. “I think it’s a very powerful system, and it’s completely underexploited”, Conway says.
Consumers base 93% of their purchases on visual appearance alone. This means that a store’s theme, the plating of a dish on a menu, or certain packaging designs are all it takes to convince a person to buy a product. The quality of the commodity is a secondary priority in this instance, though it decides whether a customer comes back to purchase again. This is the heart of all business practices: retention. One-off purchasing does not promote consistent revenue, and retention only exists if the customer remembers the brand.
Designing an Identity
This is where the logo comes in. Consultants from Devoted Business and Development say that businesses don’t need millions of dollars to come up with a suitable logo. If a company name has a nice ring to it, then picking a suitable font is usually enough to go on. Including the name of a fledgling business in the logo is important to establish a reputation. Once the people are familiar enough with the name, companies can make do with simple images the public can immediately recognize attribute with the brand.
For example, family-owned businesses who pride themselves in professional work should go with typefaces that reflect their company’s seriousness. Hip and happening establishments can choose a font that has more flair, but is still readable. People with a sophisticated brand can go with neutral-colored, thin fonts to convey precision and exclusivity.
The shape of the logo is important as well. Circles and ovals suggest a positive feeling of community and friendship. Shapes like squares and triangles project a sense of stability and practicality. Businesses wanting an open logo can add lines to their design. They provide an image of efficiency and professionalism, since the logo tends to be more simple and straightforward. These principles also apply to the shape of the fonts themselves, so businesses can experiment with logo designs to represent perfectly their service.
Businesses should begin to establish a brand identity as early as possible. Customers must be able to recognize a business not only through quality, but also through its ability to entice anyone it does not serve yet.