Is Your Logo Design Important?

Posted on September 14, 2010

Could you imagine if McDonald’s decided to change their famous golden arches to green arches? OR what if the Coca-Cola logo was designed using the LEGO font letters?

Many new companies may not invest in a professional logo design because they just cannot see the importance of such a simple image. This decision could determine the future of the company.  About half of all new businesses fail within the first year and the most common reason given by most Marketing Experts is the belief that Marketing dollars come after the business “takes off.”  Without marketing and brand imaging, your company cannot make a presence within the industry.

The Brand Image of a company is the impression it makes on the consumer. We even look at ourselves as a brand and our image is how we want to be perceived by everyone else (clothes, attitude, materials, etc) .  The choices we make rely on Brand Image.  We have hidden reference points in the back of our minds that automatically define a certain design, color or image.  In turn, we take these visual points and translate them into a familiar perception, this could be positive or negative.  Logos create reliability and trust.  Adding the logo to media and marketing materials allows this message to spread, building your reputation as a dependable company.

Your logo is a long-term commitment and it should be simple.  It must represent your company as a whole, with the use of little or no words.  Sounds simple, right?  Not at all. You may need to hire a professional to help you out with the design.  Your logo design is extremely important and should be considered a valuable component to your business.    Think about this when you are driving down the highway and take note of which logos stand out and why you are drawn to them.  Your logo image is your company’s number one asset and it must set you apart from your competition.

On the other hand, if you are an established company considering a change in your logo, you may want to take a step back and see how this might affect your brand image.  Just remember you are established for a reason.  These are a few questions you may hear if you change your logo:  Did you change ownership?  Are you offering a different product/service now OR Do you still carry the same products/services?  Is this a new company?

Could you imagine Nike without the swoosh or Mac without the Apple?  Unless your ultimate goal is to change your consumers’ perceptions (brand image), due to a negative view placed on the company, then I would reconsider changing the current logo.  However, if you are looking for a fresh look for your company,  you may want to consider redesigning your packaging and marketing materials (or remodeling- if a physical store represents your brand), instead of a creating a new logo.  This way you can eliminate the risk of losing existing consumers, while giving your company a new look.

So, if you are about to enter the competitive world of business or just considering a small change of direction in your existing business, you have to keep in mind that your logo design is one the of the most influential elements in marketing your company.

Leila Moghim, Account Manager                                                                                                     Maus Media Group

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