A lot of hard work and complex analysis is concealed under the logos that we see. The importance of logo for a company is paramount and they do not mind to spend thousands of dollars to get the logo that truly represents the image or brand of the company and creates a long lasting impact in the minds of viewers. The most challenging task in logo design is to make it represent the company ethos. The logo should reflect the company’s principle within the short space that is given to this high impacting symbol or textual image. How it can be done is best left to graphic designers, who undertake an in depth study about the message that the company wants to convey through the logo, which is often related to its business philosophy. Based on the findings, the idea of the logo gradually takes shape.
Symbol or text?
Logos can be created by using the name of the company that often conjure up a brand like the telecom giant Nokia. The company has mobile phone handsets of different models that bear no significance to viewers as they trust the name of the company that presents it. On the contrary, FMCG companies in particular like to highlight individual brand names of the products that they market like the Unilever group that upholds Lux as a name that has become synonymous with soaps. The company’s logo is not of much consequence for their marketing needs but the brand logo is.
Symbols that are used to create logos are considered to be more effective in establishing a quick relationship with the brand like the Apple logo. Symbols are closely related to viewers who use it to express themselves. The name of the product is displayed beside the symbol, but it is the symbol that creates a relationship between consumers and products.
A language for communication
Logos can be considered as a strong communicating language that is capable of speaking more than a thousand words. It is a form of figurative communication that conveys the principles of the company, what it stands for and what it means. The functional benefits as well as symbolic benefits are expressed through logos that can create a close connection of consumers with the company and its brand.
Colours in logos
Black and white logos are a rarity as the majority of logos are represented in colours. But using colours in logos is a sensitive issue that has to be done by taking into consideration the types of markets and countries where the company operates. This happens because different cultures have different meaning of colours. A single colour can have different meaning in different place – green is considered to represent love, envy reliability and disease depending upon the country and culture of people. Pink is often considered to have a feminine appeal. Careful use of colour is necessary when designing logos.
The business performance of a company is linked to the kind of impact its logo has on consumers. How closely consumers get attached to a company or its brand is influenced by the way logos communicate with consumers.