![]() Athletes emanate credibility when sporting Nike. Young people who care about the planet want to be seen wearing Patagonia. Consumers will even wear the logo of brands whose values are aligned with their own, advertising the brand to friends and strangers, and identifying themselves as part of something more abstract - a movement, a trend, an ethos. The logo as a meaningful symbol and point of connectionįrom a conceptual standpoint, it symbolises the relationship between you, your customer, your industry and the wider world. Less common is the mascot logo (KFC’s Colonel Sanders), and then there’s the more historical variety of crests, monograms and seals, but today we’ll focus on the modern logo. A symbol or icon, such as the Nike swoosh, can stand alone, or when combined with the wordmark they are referred to as a combination mark. A wordmark is text-only typographic treatment of the name of a company, institution or product (e.g. a graphic representation or symbol of a company name, trademark, abbreviation, etc., often uniquely designed for ready recognition.Ī logo is commonly composed of two variations or elements: a wordmark and/or a symbol. It distinguishes one business from another and, along with a brand identity, firmly establishes the company as its own entity.īefore we get ahead of ourselves, it’s worth clearing up any confusion: what exactly is a logo? carries this definition: It bears the weight of reputation and expectation. Be this a positive or negative experience, either way they’ll form an instant impression of the brand which becomes attached to the logo and informs any future interactions.Ī logo has the power to represent all the values a brand upholds. Logo and branding play a major role in a consumer’s first point of contact with your business. Conversely, 60% of consumers avoid brands that have odd, unattractive, or unappealing logos, regardless if they received good reviews (Study Finds, 2020). So, why is a logo so important? Research shows that 50% of consumers are more likely to buy from a brand with a logo that they recognise (Study Finds, 2020). Here are some guiding principles for when it’s time to consider the all important company logo. ![]() As the keystone of a brand, the logo embodies the company’s history, its reputation and its vision for the future, and matters more than you might think. ![]()
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