Logos are an essential part of business marketing. As the company’s major graphical representation, a logo anchors a company’s brand and becomes it’s single most visible indication within the target market. For this reason, a well-designed logo is an valuable part of any company’s overall marketing strategy.
Corporate logos are created to be the “face” of a company. They are graphical displays of a company’s unique identity, and through colors, fonts and symbols they provide essential information about a company that allow customers to identify with their core brand. Logos are also a shorthand way of referring to the company in advertising and marketing materials; they also provide an anchor point for the various fonts, colors and design choices in all other business marketing materials.
Well-designed logos should be unique and comprehensible to potential customers. Although there are many choices for color, visual elements and typography, in general a logo should help convey some information about the company, or be designed in a way that gives some sense of meaning about the company or its industry. Logos are the chief visual component of a company’s overall brand identity. The logo appears on stationery, websites, business cards and advertising. For that reason, a well-designed logo can contribute to business success, while a substandard logo can imply amateurishness and turn off potential customers. However, a logo should cohere well with other aspects of a company’s visual presentation: No logo, however well designed, can look good when surrounded by contradictory graphical elements or inconsistent fonts. This is why a logo is the basic unit of a larger brand identity that includes company fonts, colors and document-design guidelines.
The more consumers grow to know, like and trust a specific brand, the more they are likely to respond positively to successive encounters with a logo–potentially leading to increased sales or improved mind share within the target market. In addition, a well-designed logo implies a degree of professionalism and competence that could help steer potential new clients toward selecting the business rather than a competitor with no or substandard logos.