What attracts customers? Obviously the quality of a product does, but visual images contribute a great deal. It is not only the image provided by the packaging that counts but the whole corporate identity of the company. Here is an instantly recognisable logo:
There are now many products and services on the market which are similar in content though produced by different companies. It is vital, therefore, for a company to distinguish itself from its competitors by having a strong company image which is immediately recognisable.
Logos are part of this image. They are symbols which often include a name or initials to identify a company.
Look again at the Apple logo above. It is so recognisable, did you have to think for one moment who the company is?
Many companies have, over the years, renewed their logos to fit in with contemporary design and to present more powerful images. Company logos can be emotive and can inspire loyalty by influencing the subconscious. Some logos incorporate an idea of the product; the prancing black horse of Ferrari on a yellow shield invoking power and speed, the British airways red and blue tail fin.
Logos are used on letterheads, packaging and brochures as well as on the product itself. They may also appear in newspapers or on television as part of an advertising campaign.
Companies need to have a strong corporate identity. The logo helps to promote this image and to fix it in the minds of the consumers. Logos, therefore, need to be original and to have impact and style.
Which brings me to a logo I am particularly proud of.
What do you think about it? What thoughts does it evoke about the product or service it represents?
It has been said that an effective logo is:
Developing a logo is not a simple thing. My experience is one of evolution going through many ideas and designs, seeking opinion and discussion before arriving at that simple evoking logo that satisfies the original idea.
It does help to have a talented graphic designer who can take your sketches on pieces of paper, numerous emails and telephone calls trying to describe what you are after and turn these into many great designs. Sometimes the process can be frustrating, sometimes painful, but when you have that image to be proud of it is wonderful!!