Logos form the critical aspect of business marketing. As the company’s major graphical representation, a logo becomes a company’s brand and the single most visible manifestation of the company within the target market. For this reason, a well-designed logo is an essential part of any company’s overall marketing strategy.
Amidst the swift shift of consumer preferences from one brand to another and ever-evolving consumer behaviour, logo design plays a pivotal role in brand identification, differentiation and persona in a hyper-competitive landscape where the competition is thick and growing persistently. Corporate logos are intended to be the ‘face’ of a company: They are graphical displays of a company’s unique identity, and through different colours, fonts and images, they provide essential information about a company that allows customers to identify with the company’s core brand values. Logos are also a shorthand way of referring to the company in advertising and marketing materials by providing an anchor point for the various fonts, colours and design choices in all other business marketing materials.
As logos help establish instant brand recognition, logo designing should be considered to be more strategic in nature over aesthetic, although good aesthetics do form a part of good design. The meaning from the logo will be generated with time as its interaction with the consumers and other stakeholder increases day by day. The interactions in the long run eventually influence the consumer’s decision of buying the particular brand’s products because of the emotional connect between consumers and the logo. Apart from this, logo design helps in communicating brand value and creates additional meanings along with showcasing certain symbolism towards the brand.
The logo of Amazon has a smile in the form of an arrow in orange shade below the typography symbolizing the happiness of achieving or purchasing what one wants, and simultaneously by connecting the A-Z in the typography it indicates the broad range of products it offers to its wide customer base.
The logo for delivery company, FedEx, indicates a hidden arrow in the white space between E and X in the typography signifying the core function of the organization’s speed and precision.
Similarly the logo for Baskin Robbins not only highlights the initials of the brand name but also informs the onlookers about the number of ice cream flavours the company initially had begun with if observed closely, that is thirty one.
Above all, the logo design at the end should serve a dual purpose of informing the consumers about the company and attracting them towards the services and products offered by it which is feasible if the designers are well known of the core values, objectives and its image which the company wants to have in the consumers mind.