The value of logo design
An insight for business owners curious as to why they need a logo design/ what the importance of a logo design in.
If you are a business owner, you will discover the logical theory as to why a logo design is valuable for your business. As well as, what is a logo and what is the meaning of a logo.
What are logos?
A logo is a unique symbol created to represent an organisation or a company.
Meaning of logos?
As logo designs are symbols that represents organisations and businesses, the meaning of a logo usually aligns with the product/ service that is being sold/ offered.
Logos often are created with a meaning such as Nike logo design symbolising sportsmanship and confidence. However, over time a logos meaning can be defined through the value it creates for individuals.
Where do logos come from?
Logos, created out of signs and symbols was a method thousands of years ago.
Livestock were being branded by their keepers with a letter or multiple letters, informing farmers who they had belonged to. Soldiers were typically branded with a monogram of their leaders. Logos can be sentimental to people, as well as the fact that they are used to symbolise beliefs such as Christianity. The most popular religion in the world with approximately 2.4 billion adherents all very familiar to the crucifix/ cross symbol, representing Jesus.
Even though symbols are used for religion, they are also used to represent organisations such as businesses. In 1876, Bass Brewery was the first ever trademarked logo. It was simply a red triangle with the word ‘Bass' and a line underneath.
Bass Logo
Why Do I Need A Logo For my Business?
The same way Nike, Mc donald’s and Apple are recognised by a symbol, is the same way your business also needs to be recognised too.
Logo designs are used by organisations individuals, to communicate their brand to the targeted audience. With out a face to your business, your audience won’t recognise you and there for may not grab their attention.
Awareness in-fact is the first stage of sales funnels, so it is vital that this is achieved.
What Do Consumers Think About Logo designs?
Former Newspaper editor Andrew Martins, explained how consumers perceive logo designs. In December 2019, the company Promotique (by Vistaprint) conducted a survey through One Poll. The survey involved 2,000 adults from America, and were shown several logos to test which one intrigued them and why. Almost 80% of participants stated that logos should be “works of art”, as well as the majority also claiming that a logo represents the quality of a brand.
Logo Test
If you have seen the Bass logo before, what were your first thoughts? Or what were your thoughts seeing it for the first time? What did you think the company does? Would you ever purchase from Bass?
Below I have included two gift shop logo variations
(a & b), what are your immediate thoughts on each logo?
Logo A
Logo B
Okay, imagine you were looking for a luxruious hotel to stay at on your holiday. Which hotel would you be more likely book?
Hotel A
Hotel B
The chances are you probably decided to go with B …right?
The point that I’m trying to make is first impression matters. Think of a logo design as an outfit. Regardless what industry you operate in, conducting business is easier when you are dressed appropriate and professional.
The arrangements of shapes and symbols have value, and are subconsciously associated to other objects in peoples lives. (Semiotics article for deeper understanding).
Focusing on the logo, people may typically associate image A as a cheap and budget hotel. Where as image B, may be perceived as a welcoming, high-end & quality hotel.
Now the value of (GOOD) logo design is understood, it is also important to understand good logo doesn’t guarantee the success of a business, but needs to be combined with other factors.
In fact, over the years, businesses make certain choices which then gives the company a reputation. The same way the crucifix resembles love, Jesus and sacrifice, a trademarked logo can also hold values.
For example, Apple is a very established brand, in which their logo holds value and meaning built over decades due to the decisions that have been made by the business. This aspect dives into a deeper area such as brand strategy which enables a business to strategically keep consumers through brand loyalty (the brand gap is an excellent book on branding).
The most frequently asked question is ‘What is a logo?’ and ‘What is the meaning of a logo?’. As mentioned, a logo design is a symbol representing a business, and often aligns with the products/ services being soled.
A logo design is an investment rather than a cost and it needs to be considered very carefully regardless on what the project is.
Next time you purchase a product, have a look at the logo design and capture your immediate thoughts.