The Power Of A Good Logo

Recent researchers say that effective logo design for company or brands can have a significant effect on customer commitment to a brand and even on company performance. Take the example of great brands like McDonald’s, Apple, Aflac, Michelin, their symbols show their own significance. Whether it's the golden arches of McDonald's, bitten the apple, Aflac duck, Michelin man or Starbucks mermaid people often associate themselves with the brand logo.

Differentiating your brand from others is quite a difficult task. Many top researchers suggest that that brand logos offer a viable, though often neglected, means to help brand managers achieve their tasks. Many marketers and experts say that the brand logo can bring together the marketing efforts of the brand.

They are the point of connection:

Let’s go back and have a look at the history of these catchy designs and graphical pictures. In ancient times the logos were in the form of seals where only the mightiest one was allowed to use to represent himself and his entire empire. See the magic of pictures how they have helped in identification since the time immemorial. They are timeless.

In history, they were a part of the tradition, culture, and religious rituals and today corporate logos are a point of connection between the companies and customers. You can see the logo of Nike, how simple yet descriptive it is. Just a sign and the tagline ‘Just Do It’ says it all. You do not need any further explanation or description. It visually renders activity, flow, and energy. Then you see the Apple Inc.’s logo, the bitten apple which represents their unique style of thinking and doing things in their own way.

However, there are brands which fail in delivering the right logo design for company, the right story, concept and opportunity of their organization. On the other hand, there are logos which are outstanding and appalling. But why this difference occurs? What are the brands missing?

Visual vs. Text logos:

You know there are companies which make their name as their logo without any symbolic representation. While some of them have text along with a graphical representation. Companies like IBM have created their bond with their customers through these letters only but brands like NIKE came up with a tagline and a symbol too. So, what do you think is better? Researchers say that companies which have a representation symbol are able to create a much better emotional connection with their customers. This is not shocking because we all know pictures create deeper impact than words.

Brand extensions can strengthen the logo:

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Keeping the same symbol for years represents the consistency of the brand. Although if companies think of extending their products list and services under that same logo will help the logo to strengthen. If your brand is prominent enough and you decide to expand it more this will help you to make the logo more valuable and descriptive. For example the Arm and Hammer morning shower gel in addition to baking soda used in the kitchen. Brand extensions with the same logo strengthen customer relationships and make it more intact.

The power of brand logos:

In this flow of importance of logos and their designing people have started thinking that all they need is just a catchy piece of graphics to sell their brand. This is not completely true there are businesses which do not have that special effect or uniqueness but they are still on the top of the list of their customers. Everything cannot be achieved just with the help of logo, you need some advertising and promotion. Even if the logo is not attractive and the advertisement is done in the most unique way it can create its own charm and importance.

In the end…

Experts encourage managers and marketers to rethink their use of brand logos to help them strengthen customers’ commitment to a brand. Brand extension is the most suitable way to let the logo deliver its best and thus trade upon new business opportunities in the future.