Logos are the chief visual component of a company’s overall brand identity. For that reason, 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.
Here are four reasons on why a well designed logo is important:
1. Your Logo Needs to Make a Great First Impression
Before your sales person knocks on the door, before your truck pulls up, and even before they call you, potential customers consider the impression of your brand when they decide whom to trust. 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.
A well-designed logo implies a degree of professionalism and competence that steer potential clients toward your business rather than a competitor with no or substandard logos. You have a competitive edge when people can easily remember your logo.
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 which gives you 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 likely help you to stand out, especially if that’s the only visual a customer has to look at. It does not matter the size of your company or business, you have to have a logo that will catch the eye of consumers.
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, is your logo design great?
We’ve shared 4 reasons why strong logo design is important, but what makes a logo design great? Here are a few basic principles your logo should follow:
- There are no more than 1-4 colors
- The logo looks just as good on a billboard as it does on a business card (scalable)
- 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. Learn more tips in our blog post 4 Tips for Logo Use to Ensure Your Brand Gets Recognized.
Unfortunately, even the best logos don’t last forever. To stay up-to-date and timely, it’s important to consider small tweaks to keep your logo relevant. If your logo has been successful in the past, you probably don’t need a dramatic shift. Often times a simple change of type face or a cleaner design can make a logo more modern.