Logos are the chief visual component of a company’s overall brand identity. They are often the first thing someone notices, and logos can help potential customers remember you. For these reasons, a well-designed logo can contribute to business success while a substandard logo can imply amateurishness and turn off potential customers. Your company logo should appear on everything from letterhead and business cards to your website and advertising. This is why a logo is the basic unit of a larger brand identity that includes company fonts, colors, and document-design guidelines.
There are four great reasons why good logo design is important to your business:
- Your logo should make a strong first impression
- A great logo helps attract new customers
- Your logo helps your company stand out from competitors
- A strong logo can keep customers coming back for more
Let’s look at these reasons in a little more detail.
1. Your logo needs to make a great first impression
Before the salesperson knocks on the door or even before they call you, potential customers consider the impression of your brand when they decide who to trust. It may often be done subconsciously, but your logo is often one of the first impressions of a brand, so it should match the quality of your product, your sales team, your retail store and your customer service. It should also grab attention – for all the right reasons.
A well-designed logo implies a degree of professionalism and competence that steer potential clients toward your business rather than toward a competitor with a poorly-designed or substandard logo. You have a competitive edge when people can easily remember your logo.
Make sure that your logo works across all formats, both online and offline. The writing shouldn’t be too small, it should be clear and obvious what it is, and it should help convey your company’s vision. This isn’t an easy task to accomplish, which is why good logo design is a worthwhile investment.
2. Your logo helps attract new customers
According to a study from Siegel+Gale, logos that are memorable are 13% more likely to catch the attention of consumers, and 7% more likely to make people want to learn more about the brand. By sending the right message to potential customers through the design, color, and font of your logo, you catch their attention. This gives you a “foot in the door” – the opportunity to engage with them and create a new customer. It is absolutely necessary for a logo to have a meaning, to present something specific and unique to the subconscious mind of the consumer and set it apart from the rest of the competition.
3. Your logo helps you stand out from your competitors
If you browse the internet and look at company websites, you’ll notice that very few logos stand out from the sea of brands. It’s critical to differentiate yourself from your competition to win the battle for customers. A well-designed logo will help you to stand out, especially if that’s the only visual a customer has to look at. Whether you’re B2B or DTC, the industry you’re in does not matter, you have to have a logo that will catch the eye of potential consumers and customers.
4. Your logo keeps loyal customers
The customer journey can be short and relatively simple, especially when it is a returning, loyal customer. A superior customer experience is the key to keeping your customers loyal. There are multiple aspects of that experience, but consider the impact that your logo has on retaining devoted customers.
Is this an image they can see themselves staying drawn to? Will this logo stay in their mind when they are ready to purchase again or when they tell a friend about the product or experience they had? These are things to consider if you want your customers to stay loyal to your brand. Brands like Nike and Apple have strong logo appeal and can be part of the reason they have such brand-loyal customers.
So, do you have a well-designed logo?
We’ve shared four reasons why strong logo design is important, but what makes a logo design great? Here are a few basic principles your logo should follow:
- Use no more than 1-4 colors
- The logo looks just as good on a billboard as it does on a business card (it should be scalable in size and context)
- The visual elements and typography are strong
- The logo gives a sense of meaning to your company
If your logo doesn’t meet the criteria above, you should consider investing in a new or refreshed logo.
Unfortunately, even the best logos don’t last forever. To stay up-to-date and relevant, it’s important to consider small tweaks to keep your logo refreshed and modern. If your logo has been successful in the past, you probably don’t need a dramatic shift. Oftentimes, a simple change of typeface or a cleaner design can make a logo look and feel more on-trend. Your prospects and customers will expect this to happen, and it’s important not to miss out on this opportunity.
Having a good logo design is an important part of building a successful company and brand. Make sure your business stands out – contact us to chat about logo design or redesign for your brand.
