Every day in every way we are leaving our mark.
In today’s superficial society, appearance means everything. Many people judge others solely on first (aesthetic) impressions; and, unfortunately, this mentality has infiltrated the commercial world. Providing excellent products and/or services is no longer the only determining factor of success.
The importance of awe-inspiring design in business, therefore, is indisputable. Yet many professionals seem to forget from where their first impression is made; and, as a result, hardly ever give their logo the attention it deserves. This needs to change.
Looking good isn’t important. It’s everything.
Your logo is your most powerful marketing tool. Why? Because it’s a point of reference, a reflection of personality, and a projection of values and beliefs all rolled into one. As your company’s key visual, your logo will anchor your brand; and, in time, become the single most visible representation of your company within the market. Therefore, it needs to be incomparable.
In a major matter no details are small.
What constitutes excellent logo design? Frankly, there is no one right answer as the process is much more than displaying a name in an appealing font. It’s storytelling.
Whilst there are countless combinations of colors, elements, and typographies, to choose from when designing a logo, most are (typically) not appropriate. Man, unfortunately, has an intrinsic desire to create, and follow, stereotypes; and, because of this, certain colors project certain ideas, various fonts validate various views, and some visual elements symbolize some typecasts. For example, green tends to project the idea of nature; Times New Roman validates the notion of trustworthiness; and a six-pointed star symbolizes the belief of Jewish people.
In today’s multimedia world, people recognize and relate to images faster than text; and, therefore, it is extremely important that all aspects of your logo work together seamlessly (no matter how small they appear to be). Thought-out logos entice people to engage. They create identifiers. They create associations. And, most importantly, they create desires.
To be trusted is a greater compliment than being loved.
The significance of a well-designed logo doesn’t end at aesthetics, however. It also plays an essential role in building two of business’ central currencies – trust and familiarity.
Trust is, arguably, the most important factor customers consider when determining what relationships they initiate with companies; and, therefore, it’s essential that your organization projects, and inspires, a feeling of confidence from the get-go. The buying public forms impressions of your business within the first few seconds and spends the following minutes validating their judgements. Poor logo design, then, is simply unacceptable. It can too easily destroy the image of your company.
People willingly pay trustworthy organizations more. Therefore, the importance of your logo can’t be underestimated. No matter how big or small your operation is, purposeful design implies a degree of professionalism; and, consequently, reassures consumers that your entity is both distinct and established.
We’re taught by repetition.
After you’ve created a ‘complete’ logo that enables the aforementioned, it’s essential that you repeat it as often as possible. This is because familiarity is vital to the business growth process.
Only after consumers have grown to know, like, and trust, your brand, will they begin to respond positively on the occasions they encounter it. Therefore, it’s extremely important that your logo accompanies all references to your company.
Ensure your logo functions as a shorthand for your business; and, in time, your organization will reap the benefits of appearing to be an established entity in a constantly evolving marketplace.
