Why Your Logo Matters (and What You Need to Consider)

A great logo is vital to your company for many different reasons. It allows you to communicate with your clients and/or potential clients uniquely, making the experience very personal. A logo can give consumers insight into the essence of your business while making your brand instantly recognizable to the end viewer. Plus, a good visual mark or type treatment makes your company more memorable, especially for people who learn better visually than otherwise.

As the main identifier of your brand, your logo is important. Here’s a few reasons why your logo matters, and the things to consider when developing your brand’s key visual element.

Good vs. Average Logos

There are a ton of logos out there, some better than others. The logos that speak for themselves with almost zero explanation are usually the more successful ones.

Don’t make the mistake of assuming your audience won’t pick up on a poorly developed logo. The truth is, the majority of people, whether immersed in design culture or not, can tell the difference between a professionally designed logo and one your cousin’s best friend “who’s really good with Photoshop” did.

If your logo looks amateurish, consumers will view your company the same way. How do you expect people to believe you can deliver your core business products or services if your logo looks like a ten-year-old created it?

Design is one of your company’s most valuable weapons, which is why it is absolutely imperative you spend time developing a logo that represents your brand in the right light. You want to make sure your design is sending the right message, which is why communicating without words might be really important to gauge success.

Superior Logos Are Memorable and Inviting

The world isn’t exclusively seen through the black and white spectrum, so don’t limit your logo to the same. People are drawn to interesting design and appealing color. Whether the logo marks your business card or sits atop a large downtown building, it should be designed to draw interest and pique the curiosity of your potential clients, prompting them to at least look—and hopefully buy—into your business.

Developing a lasting logo that can spontaneously impress the target market requires several elements to be present. Here are a few key elements that can be used to make unique and memorable logos:

• Bold, memorable, and appropriate
• Immediately recognizable
• Provides a consistent image of the company
• Clearly communicates the company’s persona
• Legally protectable
• Has enduring value
• Works well across media and scale
• Works both in black-and-white and in color

Logos Distinguish from Your Competition

There are certain symbols that have come to represent particular industries or products. For example, how many pizza places have you seen with logos that feature a mustachioed Italian chef with a tall white hat and a wide grin? Maybe holding a ridiculously huge pizza? A good logo reflects who you are, but it should also distinguish you from everybody else.

Generic logos feature design elements that have been used so many times that they no longer feel like original creations. Some of these common, overused logos are easy to spot—think anything that looks like old Microsoft Clip Art.

When developing your unique logo, dare to be different and clearly set your company apart from the competition. If all the other businesses in your industry are going monochrome, maybe you should opt for some color to stand out. If everyone else is traditional, maybe a fun and modern logo will attract attention.

Great Logos Assist with Brand Loyalty

A recognizable and familiar logo goes a long way toward building brand loyalty. By promoting a brand that inspires, provides a consistent level of quality of service, and supports your company’s core values, you are certain to be “branded” as a company to follow and trust.

Brand loyalty is huge, it makes all the difference in the world. From time to time, a company will redesign their logo, perhaps to update their look or reflect some other corporate change. As a marketer, I get this. As a consumer, I hate it. When I’ve become accustomed to my favorite brands’ logos and they change, I feel a little betrayed. Now I’ve got to retrain my brain to look for something new. So be cautious when deciding whether or not to update or change very successful logos. The new logo might look cool, but it could make it harder for your loyal customers to find you.

Ability to Be Everywhere

Feel good about your logo before launching, because it will be on literally everything—from your website to products, business cards to newsletters, invoices, social media, ads and more. If your logo is weak, you’re in trouble. Don’t rush this process, as your logo is forever and you certainly don’t want to regret what you end up with.

Using your logo everywhere is an easy way to advertise your brand and your message consistently. If you’ve developed your brand’s message and successfully tied it to your logo, everything you do and create becomes associated it. You want your logo to resonate with your customers and to be something they can understand, while at the same time putting forth an image that inspires them to give you their business.

No Such Thing as a Second First Impression

In most cases, the first contact prospects have with your brand will be through your logo. First impressions matter, which makes your logo an absolutely critical part of your brand. If your logo is simply “good enough,” it really isn’t. A great logo sets you apart, it’s more memorable, and it’s more likely to help your business gain a real following. Make sure yours isn’t sub-par—it could be hurting your business more than you realize.