How important is a logo to your business?

A logo is an essential aspect of every business. It communicates your business values to your consumers. It carries your information, seal and identity across all mediums. A well-designed logo is essential for overall marketing strategy. Over the period, logos have evolved in a significant way. From being the stamps and seals on animals to being a corporate communication, logos offered authorisation and a way to communicate the authenticity.

History of Logo The logo came a long way from goldsmiths' marks, watermarks and trademarks to the branding stationary. No company in today's world can imagine working without a proper logo. For this reason, a well-designed logo is an essential part of any company's overall marketing strategy. A logo that has at least 100 years of exposure is the image of a dog, Nipper that sits in front of the phonograph with the motto “His Master’s Voice.” Different types of logos. General categories of logos are: Textual: Textual logos use recognisable words as the logo example, Walt Disney. Illustrated logos are illustration used as a brand's identity. For example, Pepsi, Starbucks etc. Symbolic logos: Abstract designs that perfectly convey the goals and brand's intention. For example Nike (swoosh). Combination Logos: Combination logos use a combined effect of all or either two different types. For example, arrow in FedEx. FedEx uses the name of the brand and inserts a subtle negative space symbol as an added effect. Logo Design: The shape of the logo should correlate with the business and must convey what company wants to establish among the consumers. Image of high heel shoe represents ladies' boutique etc. The logo should be bold and eye-catching, colours should be bright or dark depending on the audience it serves. The logo should be alongside all communication done by any business. It is advised to get logo trademarked to avoid duplicacy. Significance A good logo design displays the essence of the business. It portrays a positive, professional, and reliable business. The logo promotes the company and allows the company to stand out. It presents the values and services in a visual image. In essence, when someone looks at the company logo, it should associate with the appropriate feelings about the business & its products or services. For example, when someone sees the ADT logo, it should make them think of security. When someone sees the Disney logo, they should visualise fun. It is difficult to develop a robust and straightforward logo to display on a billboard and a business card. Complex and intricate designs may work on a grand scale, but too much detail can make it difficult to replicate on the small display. It is nearly impossible to create a timeless logo. The way logo communicates the business brand in 20 or 30 years is entirely different from its creation. The business must be willing to invest in an experienced designer that will spend time learning what the company represents and create an image that reflects it. This helps in getting nice logos and avoid fails.