What is the purpose of a logo? It’s more of a common question than you might think. Every day, we’re surrounded by logos wherever we go, from the brand marks on the products we interact with, to the advertising campaigns we see.
But why exactly are logos such a consistent part of our lives, and why are they critical to building a successful company?
Logos are a distinctive part of your company’s brand identity. Used alongside other essential assets, like your brand name and product design, your logo separates you from the competition, connects with your target audience, and fosters recognition.
If you’re in the process of building a new business, and you’re wondering about the importance of logos, read on. Here’s everything you need to know about the purpose of logos…
What is the main purpose of a logo for branding?
So, what is the purpose of a logo? While the answer to this question may depend on who you ask, the purpose of logos is generally to identify your company. Like your business name, your logo is there to give your customers something to recognize you by.
A good logo will ensure your customers can instantly identify your company, differentiate it from the other brands in your industry, and even learn a thing or two about your brand.
Perhaps more than any other asset, logos will immediately grab your customer’s attention and boost recognition, which is perhaps why the importance of a logo shouldn’t be underestimated.
A logo also helps to inform and tie together the rest of your branding strategy. When you create your logo, you’ll do so with a deep understanding of the personality and message you want to convey. These same details will inform everything from web design to color choices.
Why is a logo important?
Notably, while a logo is a crucial part of differentiating your company, it’s not the only asset you’ll use for this purpose. You’ll also rely on your company’s name, colors, personality, and various other assets to set yourself apart.
This could leave you wondering why you need a logo at all.
The importance of logos is much more significant than you may think, however. Human beings naturally respond to and remember images more effectively than text.
Refining the key characteristics and elements of your brand into a visual element is the best way to make yourself more recognizable.
Logos don’t just identify your company, they also:
Make a lasting first impression
For most customers, the logo will be the first introduction they have to your business. It’s an instant opportunity to gather information about your brand, what you do, and what you stand for.
A strong logo will make an instant emotional connection, while showing your customers you’re invested in your brand identity.
Customers don’t have a lot of time in today’s fast-paced consumer landscape. With this in mind, most customers will scan through a range of products in seconds, making decisions based on fragments of information.
With a great logo, you’ll be able to instantly highlight your product as the item your customer wants.
Sends a valuable message
Your logo offers a behind-the-scenes look into the values and personality of your brand. The shapes, colors, and other imagery you choose will have a direct influence on what customers think and feel when interacting with you.
Within seconds, you can tell your customers you’re the right brand for them with the correct logo.
Imagine how you’d feel if you saw a company website with no logo, and just a typed-out name at the top of a page. You’d probably wonder whether the company was legitimate and trustworthy.
Ultimately, your customers will trust you more, and assume you’ve invested more into your company if you have a high-quality logo.
Form the foundation of your brand image
While there are various components which go into building your company’s image, from your color choices to your typography, the logo is perhaps the most important. When building out new assets for your brand, the chances are you’ll use your logo design as a valuable launching point.
Another point worth discussing is most customers will simply expect to see a logo when interacting with a brand. It’s one of the first things we automatically look for when getting to know a new company.
If your business doesn’t have a logo, even if it’s by choice, your customers are going to wonder why, and this could lead to problems with your reputation.
What are the benefits of having a logo?
An excellent logo is a necessary part of building an effective brand. Although your logo is just one small part of a much wider brand identity, developed through tone of voice, color choices, and a host of other factors, it’s something no business should do without.
Logos are the perfect way for business leaders to convey important information about their brand to their customers in a matter of seconds. More than anything else, your logo will instantly identify your company to your customers, and make sure you can stand out from the crowd.
Perhaps the most significant benefits of logos include:
1. They’re memorable
Logos are designed to instantly set your company apart from other businesses, and ensure your customers recognize you. An important part of your company’s identification, your logos are the symbols that tell users what they need to know about your business.
Logos can even reach the point where humans begin to connect them with certain thoughts and feelings. For instance, if you’re driving and you spot the golden “M” of a McDonalds on the roadside, you might feel your stomach rumbling.
2. Logos ensure you stand out
There are literally millions of companies around the world, and thousands of brands competing for the same customers in any given industry. Standing out from the crowd in this landscape requires constant investment in differentiating assets.
Your logo will ensure you stand apart from other brands in your space, and could help you to build a deeper level of affinity with your audience. Think about how you feel when you see the Adidas logo compared to the Nike logo, for example.
Different customers will have specific preferences.
3. They can foster brand loyalty
Customers crave consistent, memorable, and relevant experiences. As your company grows, and you continue to showcase your logo in a range of different environments, it will help to make your company seem more “familiar” to your target audience.
A good logo can gradually create a sense of loyalty and commitment among your target audience. Just look at how much people are willing to pay just to have the Apple logo on their technology devices.
Once customers discover how much they like your business, your logo is the first thing they’ll look for to determine who they want to buy from.
The importance of logos
It’s easy to look at all the differentiating assets you have for your brand, and ask the question, “what is the purpose of a logo”.
However, if we dive a little deeper, we can see just how valuable logos really are. Your logo isn’t just another way to differentiate your brand, it’s also an important insight into what your business stands for.
The importance of a logo in making the right impression on your target audience, forming the foundation for your brand identity, and paving the way for loyalty should never be underestimated.
Make sure you don’t overlook the importance of logos.
Fabrik: A branding agency for our times.