Have you ever been walking down the street and seen a logo on someone’s clothing and been able to identify the brand at first glance? Chances are you just answered “yes.” Company logos are essential in building brand awareness and in giving you an edge in the marketplace. Studies show that 65% of the population are visual learners, so it would behoove companies to use this as a competitive advantage. The key is to make the logo stand out above others, while still reflecting the value or product of the brand.
The real question is, what makes a good logo? Many of us don’t like to think about things any more than we already have to on a daily basis. “Keep it simple, stupid” will go a long way in the realm of brand recognition. Although Apple is already more established than most other brands, the simple apple emblem on the exterior of their products makes them easily recognizable. The same goes for Nike products. Who knew a “swoosh” would develop into such an iconic symbol? The point is, when logos and symbols become too complex, it can become unrecognizable to potential consumers.
One aspect that many companies may not consider when designing or choosing possible logos is if it is practical. By practical I mean, will it look good on paper, clothing, stickers, etc.? No matter what industry you are in, it’s important to have your logo transferable so it can be utilized on various platforms to maximize reach. FedEx, for example, utilizes the negative space in their logo so the “hidden” arrow appears on any surface it is printed on. Although it may seem like a minute detail, the arrow is crucial to their brand, symbolizing and communicating “movement, speed, and the dynamic nature of the company.”
Choosing a color that reflects who you are as a brand will help consumers to easily associate your company with your logo. Studies show that 80% of people think color increases brand recognition. Every color in the color wheel has a meaning behind it; blue means strong or trustworthy, red conveys boldness and love, and green symbolizes growth or caring. For example, law firms and insurance agencies might consider using red or blue in their logo to show their strong presence, rather than purple which could be seen as more creative and imaginative in nature. This seems to be getting down to the nitty gritty but colors can have a large impact on the human mind and the way we associate things.
All of these tips are helpful when thinking of ideas for your new or improved company logo. However, they are just suggestions, they are not set-in-stone rules! So, when deciding on possible ideas for a logo, consider these 5 key points:
- Reflect the values, goods, and services of your brand
- Keep it simple, stupid
- Make it easily recognizable
- Make it practical
- Choose the right color(s)
If your company needs help redesigning or generating a new logo, give us a call at 413-787-1133. Market Mentors would be happy to give your brand that “extra something” it deserves!