There is no brand without a logo. The reason? Because a simple logo has a major impact on how your lead perceives your brand. Therefore, it is essential that your logo conveys the image that corresponds to the personality of your company. We all have in our knowledge a little computer genius who claims to be able to create an incredible logo from the word, but neglecting the quality of his logo is a serious mistake that could have a lot more consequences than one might think.
YOUR LOGOTYPE MUST MATCH YOUR BRAND
A logo conveys the first impression a customer has of your business. Primary information is your area of expertise. It is very easy to understand that a shoe store can never have a logo similar to a real estate agency. Indeed, a large majority of logos include the professional field of the company so that at first glance we know what it is. The shoe store may have a shoe on its logo while a real estate agent will instead feature a building. This example is a bit cliché but is more like universal codes. This first information must be obvious, and for understanding to take place automatically, it is often more effective to play on déjà vu.On this point, there are few nuances to be had.
The second impression is based on the ornament of your logo. When I talk about ornaments I am not talking about graphic overload, I take into account the color, the style, the shape, the thickness of the lines, etc. And this is where the added value of your business lies in your logo. If a company is very involved in protecting the environment, this should also be reflected in its logo. No point in your branding should be forgotten or overlooked. Your logo presents your company as a whole, its area of expertise as well as all the satellite information is important to set you apart from your competitors and position you in the market.
So that you can understand a little more in detail I suggest you look at this logo that we made for one of our clients.
ACEH networks is a home renovation company specializing in roofing, structural treatment, insulation, and facade work. A roof is instinctively equated with everything related to the home. Although over the years the chimneys tend to disappear, the fact of placing a small one makes it possible to recognize a roof very quickly. It is a universal code. Added to this, the leaf shape and the green color used are directly reminiscent of the environment, ecology, and green energy. People concerned about these current issues will be more likely to retain this company simply thanks to the quick glance that they will pose on this logo.
The power of a logo is such that it is possible to do the opposite. Indeed, just with a logo, you can send a totally different message about your business but which corresponds more to your customers. Of course, it is better to match your values with those of your clients, but a logo has such an impact on the mind that people could let themselves be fooled without even having the slightest doubt. The best known is the Macdonald’s logo which has changed from red to green (accompanied by stores turned brown and carrot fries) which is what we call greenwashing. What I’m trying to explain here is that by just changing the color of the logo, the message is totally different.
YOUR LOGO MUST BE CONSISTENT WITH YOUR TARGET HEART
In addition to its informative and expressive function, a logo also has an acquisition and conversion objective. For it to be the possibility of making an impression it must be both different and distinct from others but it must also be easily understandable, memorable, and recognizable. As you may already know, we memorize what we know and recognize. A person with no interest in motorcycles may walk past a Ducati sticker without even noticing it. It is for this reason that when your logo fits exactly your target audience, it will be immediately more effective.
A logo also has the function of being omnipresent. When I say “BMW” you have in the first seconds an image of the logo in your head before the image of a car model, don’t you? What if I say “Pepsi”? Crossroads? Adidas? Etc. This omnipresence is favorable to its memorization. Contrary to what I told you previously, even without any interest in sparkling sodas for example, we all know perfectly the typography of Coca-Cola. But this only works for the multinationals that have been omnipresent in our daily life for generations. For a smaller business it is better to attract your customers by their areas of affinity. It is also a way of being in harmony with your brand image. Everything comes together. Likewise, your brand name must remain in the same editorial line as the rest.
FINALLY, HOW TO CREATE A GOOD LOGO?
In short, it is a logo that differentiates itself from those of your competitors, which has its own identity. It is also a logo that primarily catches the eye of your target audience and that will be easily remembered. It must be able to blend easily with all types of products and remain timeless. And more than anything: it must reflect the image you want to give to your business.
If we could give you just one piece of advice, it would be to focus on the quality of your logo that you will keep for many years and which is an integral part of the effectiveness of your communication. A communication agency can help you find the right logo, personalized according to your business, your goals, and your clients. Do not hesitate to contact us for more information
