Consumers see the golden arches of McDonalds and they think of
fast food. There must be very few people in the world who could not identify
the logo of Apple, or of Starbucks. Having a logo is symbolic, but is it the
be-all, end-all of having a successful, workable brand?
Source: www.wikipedia.org
From
identifying those logos, what else do you understand about these brands? Could
you say anything more than ‘they like bright colours’ or, ‘there is a woman
with lots of hair drinking coffee?’ Many SMEs get stuck on needing to design an
impactful logo, but, with the advent of social media, having a strong and
effective brand is just as important as a nice picture.
How many of you could immediately draw the logo for British
Airways? Or for Singapore Airlines? Yet we know they are trusted and respected
brands - they have managed this without having a hugely identifiable logo.
Jo Evans, senior design manager at Spreckley, a PR agency, feels
a logo is still important for businesses as it appears on multiple platforms.
Therefore, even though social media might be king, your logo will still be
visible, and in fact, will probably be the most mobile friendly aspect. There
won’t be room for your name or slogan on a Twitter profile, so to maximise
different platforms, a logo is important.
"Your
logo is the first thing people notice about you and you want it to set the
right mood and create the right initial impression and so, personality is
everything. Your brand may appear on a few platforms from print to digital,
large or small, so changing it if it’s not working is added expense, time and
hassle. Style, layout and colours will need to flow throughout your identity so
you’ll need to think beyond just a logo and experienced designers can do this
for you."
Jo
Evans, senior design manager at Spreckley, a PR agency, feels a logo is still
important for businesses as it appears on multiple platforms. Therefore, even
though social media might be king, your logo will still be visible, and in
fact, will probably be the most mobile friendly aspect. There won’t be room for
your name or slogan on a Twitter profile, so to maximise different platforms, a
logo is important.
"Your
logo is the first thing people notice about you and you want it to set the
right mood and create the right initial impression and so, personality is
everything. Your brand may appear on a few platforms from print to digital,
large or small, so changing it if it’s not working is added expense, time and
hassle. Style, layout and colours will need to flow throughout your identity so
you’ll need to think beyond just a logo and experienced designers can do this
for you."
Something
that lets many companies down who have decided to invest in new branding or a
logo, is doing it on the cheap. Strong design across the whole brand is
important, and many business people assume it’s just an added bit tacked on at
the end. A strong brand design may cost you more than quickly fiddling around
online, but it is worth the extra investment.
Deciding
whether you want a logo at all, or just an iconic lettered heading are
important. Both Google and Amazon use ‘word logos’ while Apple and Starbucks
have emblem ones. One key move by brands is removing words from logos -
Starbucks, Ink, and Gap, among others. Yet, it’s important to remember that a
logo is just part of a brand. But it’s also one that can make your brand more
standout and more memorable, essential if you have close competitors.
All text from www.virgin.com
