Ever wonder what makes the logos like Nike and Lexus so memorable? Besides the fact that these iconic brands have invested considerable resources in developing a unique brand identity for many years, they know exactly how to market their products.
How are these companies winning the marketing game so effortlessly?
These iconic brands have ingeniously made their names to stand out in the competition by implementing the following strategies:
- Developing products that are convenient for their consumers.
- Providing solutions that positively impact the customer’s lifestyle.
- Creating a consistent, powerful, and easy-to-recognize brand image.
- Highlighting values that reflect the beliefs and concerns of the target audience.
- Creating a compelling story and purpose.
So, if you want your brand to be as popular as Nike and Lexus, what should you do? First of all, you need to work on building a “brand identity.”
The good news is that your brand’s logo can become an effective way to build brand awareness. A well-designed logo in the corner of your page has the power to do that and more. So you need to choose a logo design that not only conveys a strong brand image but also tells the story of your brand.
How to choose the most effective logo design?
A captivating name and an instantly recognizable logo are excellent ways for people to develop a connection with your brand. The logo is usually the first thing that people notice. From then on, they associate your brand with the logo.
With the combination of the right features and elements, you can create a professional logo design that helps promote an iconic image of your brand. Alongside the design of your logo, you must also focus on the design of your website.
All aspects of your brand must build a cohesive brand image. Your visual identity should tell your customers the unique story of your brand. If you keep this up, your brand becomes unforgettable and thus is planted in your customer’s subconscious mind all the time.
Boost your brand’s visual identity and awareness through your logo
Notice how brands like McDonald’s don’t need to print their name on their products. Customers simply associate the golden arches with it. Similarly, you need to use your logo to connect with your customers. It can give your business an added level of authority.
Building a brand identity requires research, planning, and hard work. You’ve got to find the perfect relationship and combination between the color scheme, logo design, and personality. Above all, you’ve got to bring all aspects together in a way that conveys your ultimate brand promise.
Here are a few tips to get you started in the right direction.
A successful business always begins with identifying and defining the customer persona. As an entrepreneur, you need to connect your brand with your customers. So developing a logo design that resonates with your target audience can help create an iconic brand story.
Consider the logo as an illustration of your brand’s story. So you’ve got to create a simple, easy-to-digest graphic that conveys this message to the public. That includes elements such as shape, color scheme, typography, etc.
Don’t overload the design with pictures, shapes, letters, and whatnot. With a simple logo, consumers can easily remember and recognize your brand. It makes the logo more versatile so that it can be readily used everywhere, from your website to stationary to storefront signs.
- Provide uniqueness
Your logo design will represent your brand for years to come. So, build a powerful brand identity that is aesthetic yet distinctive.
- Maintain relevancy
The design elements you utilize should coincide with your brand’s image. Whether it’s the color scheme or the typography, the overall logo must be relevant to the business. For instance, using pink for a brand promoting masculine items will be like a jive to the target audience.
Aspects every logo needs to focus on
For your logo to tell a complete story, all elements must work together to create a perfect image of your brand. Consider looking into the following before deciding on a final design:
- Type of logo
There are several types of company logos that you can choose from. The kind of logo you select directly reflects on your brand. The common ones are:
- Letterform- a logo made up of a single letter. Not only does this simplify the name, but it helps to represent the brand symbolically. McDonald’s yellow M and Honda’s H are successful examples. Letterform logos can fit easily in a variety of space sizes. However, in order to be effective, they must be legible and repeatedly exposed to consumers.
- Wordmark- a logo with freestanding word(s) or an acronym of a brand name. The greatest advantage is that they are instantly recognizable without the need for any previous advertising. eBay, CNN, NASA, and Google all use them. With the use of distinctive and unique font characteristics, brands can effortlessly make themselves stand out. However, attention must be given to details such as legibility and color schemes.
- Pictorial – a logo that uses a unique graphic image and is immediately recognizable to people. It depicts a specific company, product, or brand. Twitter and Apple are ideal examples.
- Abstract- a highly conceptual logo. They typically comprise an unusual shape that may represent an idea or value rather than a direct message. Service-based and technology companies find them quite effective. Nike and Chase Bank are ideal examples. Some companies like Adidas, Lacoste, and BP use an abstract logo that is accompanied by a wordmark.
- Emblem- a logo that connects the company’s name with a pictorial element. However, the biggest problem is legibility when a logo is miniaturized. While Harley Davidson continues to use an emblem, Starbucks dropped this design style in its recent rebrand.
- The typography
The font you use in the logo carries a lot of emotion. Bold and clear letterings, such as those used by banks, tend to hold an authoritative voice. So if you select a logo design that uses letters and numbers, utilize a font that coincides with your brand’s personality.
- The color
The color of your logo holds a considerable amount of weight. Each color represents an emotional and psychological aspect. Neil Patel says that 85% of shoppers say color is the reason why they purchase an item. So it plays a significant role in how consumers perceive a brand.
Before deciding on a color scheme, play around with tints and shades as well as multiple colors to see what suits your brand’s image. You’ll notice that altering the color palette can modify the story you tell.
- The shape
Just by seeing the shape of a logo, people make instant associations with the brand behind it. So the shape of your logo can influence how your brand is perceived. For example, circles, ovals, and ellipses represent a sense of community, friendship, and wholeness, while squares and rectangles stand for stability, balance, and reliability.
Logo design is more than an art. While it’s great to explore all the creative aspects that can go into designing your company’s logo, other business and marketing elements are just as important.
For emerging businesses, creating a logo design that tells the story about their brand is an ideal way to build a connection with customers. Once you have figured out the ideal logo for your business, you will need to implement a combination of techniques to catch people’s attention and pique their interests.
Also published on Medium.