Perhaps a Marketer’s Most Compelling Communication Tool
Abstract or literal—with or without text—logos are one of the most prominent aesthetic expressions of a brand.
Logos help set the tone for a brand and offer a quick communication of the brand’s promise. We are surrounded by brands and logos. A study in the journal Psychology and Marketing “found that while the children were not yet able to read, they often knew exactly which logo corresponded with which brand.”* Whether created for a corporation, product, service or even individual, the power of a strong logo can help build awareness, persuade, and sell.
While a strong logo should stand the test of time, there are occasions when a change may be necessary. Certainly a new brand warrants a new logo, but many existing brands should consider a logo and brand refresh. In both cases, understanding the audience and competitive landscape is of upmost importance. What will resonate and create impact? Is the logo appropriate for the category or industry? Should the change be evolutionary or revolutionary?
Typically, I judge any creative from multiple aesthetic principles—logos are no exception. Effectiveness may be judged by whether the logo is distinctive, relevant, emotive, memorable and scalable. While no logo will score highly on each principle, the following questions may help frame opinion and provide constructive direction to a logo concept.
- Is the logo distinctive within the category—a style all its own?
- Is it relevant to the audience?
- Does it arouse emotion?
- Is it easily remembered?
- Is the logo capable of being scaled or adapted across all media?
Color, shape, typography and even illustration may be leveraged to create a logo with clear visual impact of a brand across all touch points. From digital to print, large out of home billboards to embroidered apparel, a logo should be flexible without losing consistency. A well designed logo—paired with a visual style guide—can become a marketer’s most compelling communication tool.