Corporate branding is an important part of consumer identity. Every aspect of branding is as prominent as the company logo and is immediately recognizable.
- The company logo is an image or visually appealing expression that reflects the value of the brand and sets it apart from the competition.
- To create a logo, you need to think about the meaning of a particular font, shape, line, or color and how they fit your brand. It is helpful to seek feedback from the audience through focus groups. If the offering has
- changed, the brand has recently received negative coverage, or the logo is out of date, you will need to change the logo. However, you need to be careful. Changing a popular logo can undermine customer loyalty.
- This article is aimed at small business owners who want to develop the best logo for their business.
mediaindonesia.net– Given the importance of logos, rebranding can have a significant impact on a company. It’s important for companies to properly work on branding and not confuse or upset viewers. In a recent study, C + R Research looked at several major brands and how their logos changed over time in relation to their sales. The results provide information about the design of the company logo and the benefits and risks that the rebranding poses to the company.
Large companies such as Starbucks, Apple, Amazon and Levi’s have taken different approaches to logo redesign and branding throughout history. The rebranding experience of these industry giants provides valuable lessons for small businesses looking to change their corporate logo.
Explore the importance of business logos and how to design effective logos that better represent you to consumers.
What is company logo? Why do you need a logo?
A company logo is a symbol that represents and identifies your company. It distinguishes your company from others and suggests your identity and values. It encourages people to get to know your brand and helps build customer loyalty.
Perhaps most importantly, the logo is everywhere. Business websites, social media pages, business cards, marketing materials and more. If you run a store, you will also go. In the case of all destination logos, think when you buy there.
How to create a logo
According to C + R, the most effective illegal logos are simple. Dan Ferguson, CMO in adores beauty, business consulting to maintain a compatible, simple and unforgettable logo.
“Parts from scratch or simply want to repair your logo, think of colors, shapes, shapes and lines you use and feel their feelings.” “If there is a mismatch between your identity, your values and your logo, it can lead you down a difficult path to brand marketing, which is completely irrelevant or confusing.”
Ferguson provided the following information about the different elements of the logo and what each of them can convey to consumers.
Ferguson said color psychology plays an important role in the messages your logo sends and how consumers interpret those messages. What do the colors of your logo say about your brand? What emotions do your colors evoke?
Research by 99 Designs shows that consumers associate warm colors such as red and orange with passion, vitality and energy, while cool colors such as blue and green are associated with calm, freshness and nature.
shape and line
The shape of your logo means more than you think. Ferguson said it can enhance a brand’s overall meaning and provide insight into its identity and emotional message.
- Circular: Circular designs can convey ideas about positivity, perseverance, community and even femininity (e.g. WWF, Chanel).
- Square: A square design or a design with sharp, hard edges represents balance, symmetry, strength, professionalism, and competence (e.g. Adobe and National Geographic).
- Triangles: Triangles convey a message that has a masculine, strong, scientific, legal, or religious meaning (e.g. Adidas and Google Play).
- Horizontal: Horizontal lines convey a sense of calm and community.
- Vertical: Vertical lines are more associated with strength, aggression and masculinity.
Like colors, fonts become your brand identifier and work like shapes. What message does the font convey or show about your brand?
- Angular: Angular fonts can express your brand identity dynamically and decisively, while softer, rounder letters look younger and softer.
- Bold: Bold fonts are masculine, while italicized fonts are feminine.
Ferguson points out that one font in the logo is ideal, but not more than one font. Everything you choose should be clear and easy to read.
Words and no words
Use consistent fonts for marketing emails, images, and other visual content. In fact, email marketing services like Mailchimp often prioritize the use of logos. (Read our Mailchimp review to find out more.)
However, you don’t need words in your logo, although it’s generally recommended for smaller and newer businesses.
Think about it: Can your company only get its message across through an image before it becomes a household name? The answer lies in how little company logos have changed over time.
At one time, Adidas, Shell and NBC all had symbols and words in their logos: a “combined tag”. Each logo featured the company name under the image. Over time, these companies have become trusted and only recognizable by their image. They dropped their name and left behind a visual logo called the “mark”. The result is a cleaner, more compact, but easier-to-recognize logo.
Target audience feedback
Your logo is one of the main ways to reach your target audience. Therefore, it makes sense to get feedback from viewers about the logo. Focus groups of target customers can help you here. Do your colors, shapes, lines and fonts have a big influence on them? What is the target missing?
Once you have the answers to these questions, you can incorporate this feedback into your revised logo. You can also use multiple logo options to maximize your chances.
Different logo options
Investing all your time and energy into developing a logo will give you tunnel vision and you may not be able to explain some of the glaring flaws. If you design multiple logo options, it will be indisputable. You can focus on all these options in a group to determine the best. Then you can set the logo with group response to strengthen your effect.
What can you learn from home logo
While C + R studies have shown that the change is sometimes changing revenue for each company, there is no constant correlation. Matt Zzchesky said that the terms of reading and real product or service are probably more important. Zajecechchowowki said: “To confirm this analysis, could attract many free marketing specialists to find out the relationship between the aesthetics of the brand a greater attention to others.” We had a coherent and observed link leads to more or less colors. The most interesting model is that many major brands, especially technical brands and logo at the beginning of the day. Then, when they face growing growth and consider explosive growth, they leave the logo again. Amazon and Microsoft and Twitter are an excellent example of this behavior. ”
So what can I learn the result of C + R? Here are some key points from the Big Four companies included in the survey.
Starbucks is everywhere, founded in 1971 with an old brown version of the now familiar circular logo. We first added the green and white color scheme in 1987 and updated it in 1992 to a sophisticated style.
In 2011, Starbucks removed the “Starbucks Coffee” text from the logo, leaving only the central image. Each renaming was a new iteration of the same logo, but with slight changes, often towards a more refined and simple style.
Founded in 1976, Apple launched with a very different logo than the famous apples it is proud of today. The following year, Apple got a redesign with the first Apple logo in a rainbow design.
In 1998, Apple launched two new logos based on images. One is black and the other is light blue. In 2001, the Apple Chrome logo was introduced. After that, sales started to increase and in 2007, another Apple chrome logo was introduced with a bright new look. Finally, the company introduced a new replica of the simple black apple logo that is still in use.
It seems that redesigning the Apple logo almost always has a luxurious or futuristic feel. These efforts will naturally benefit large corporate brands.
After being registered in 1994, Amazon changed its branding in 1997 with two new logos, one of which continues to serve as the basis for the modern “Amazon.com” image. A year later, the company developed two more logos. In 2000, Amazon rebranded this time for a long time with the logo.
Amazon has grown its brand around one image after iteration of six different logo designs in the first six years. The thing is, Amazon started out as a bookstore, expanded into “books, movies, etc.” and now everything seems to be accomplished. When a business model changes or expands, it is common for companies to change their brand.
Levi’s is known for one of its flagship products, jeans. This famous denim company was founded in 1853 and its logo changed to today’s red and white Levi’s image only once – in 1936. Since then, the brand has used the same logo.
With such an iconic name – Levi Strauss – on an easily recognizable product, one has to wonder if Levi’s really liked the logo, apart from the simple, recognizable logos designed in the 1930s. There was a great need for a redesign.
When should you change your logo?
Here are some examples of when you should consider changing your logo:
- Your logo style is old.
- Your company is expanding its product range.
- You merge with another company.
- You want to minimize negative associations with the brand.
- Brands have globalized, making the language less relevant.
What are the risks of logo redesign?
Here are some potential disadvantages of logo redesign:
- When consumers are turned off to an existing logo, a redesign can hurt and hurt sales.
- For example, gathering feedback before publishing focus groups can reveal weaknesses in the redesign.
- Change does not necessarily mean progress.