How Logos Ensure Brand Longevity
At Wrapology, we implore our clients and readers to establish a strong brand identity prior to the creation of any advertising and promotional material. Why? Well, for starters, your brand identity is quite literally how your company or business will identity itself to the masses. Your brand identity will become your business’ personality, or essentially, the “face” of your business.
This identity will span across all advertising, packaging, and media that your brand creates. With that being said, the importance of a strong brand identity in a crowded marketplace is huge. The difference between you and your competitors begins with how you present yourself.
When designing your logo, you should keep in mind that your logo will serve as the symbol of your brand. It will represent you, your morals and values, and the services or products you provide. This logo will possibly be the first thing that people see when they encounter your business.
So, you’re going to want to design that logo with your brand identity in mind. Oh, and design it well. Often, the difference between someone choosing your product or business lies in the design of your logo. Consumers will often judge a book by its cover. The same goes for brands and their logos.
What Makes a Good Logo?
The difference between a good or bad logo can be as simple as the logo feeling “out of place”. A logo that isn’t designed with your brand identity in mind can make your logo feel awkward, like it doesn’t belong to you. You want to design a logo knowing that your design choices will reflect you as a brand.
At Wrapology, we help our clients make their brands visible. We’ve seen many logos in our days. Your design choices can make a huge impact on your brand’s longevity and visibility. Let’s break down what makes a logo “good”.
How Your Design Choices Reflect You as a Brand
Simple vs Bold
Simplicity vs. Boldness. Neither choice is necessarily the right choice, but you should consider the following when designing your logo.
1. The simpler the logo, the easier it will be to scale this logo up or down in size. When advertising, you may use a variety of media and mediums to display this logo. This logo may infinitely scale up or down. The busier the logo, the harder it will be to clearly see each element, or the harder it will be to design around it.
2. Choosing simplicity over boldness should be done so with your brand identity in mind. Who are you as a brand? Does it make sense for you to have a bolder logo? Is simple just not your style? How can you design a logo in either way effectively?
3. How does choosing a simple or bold logo set you apart from your competitors?
When choosing simplicity or boldness over the other, you should do so with many aspects of design and advertising in mind. A logo isn’t “just” a logo.
Brand Message and Morals in Logo Design
Since we have already expressed the importance of establishing a brand identity prior to the creation of the logo, you should be able to reference your brand’s message and morals in the design process. You might not immediately realize it, but everything down to the choice of colors and fonts will be representative of your brand’s messages and morals.
For example, say your brand pertains to young adults ages 18-35. These adults are older Gen Z-ers or Young Millennials. This age group grew up with the progression of flip phones to smartphones, and might know what MTV, MySpace, and Tumblr are. This age group may be more responsive to brands with climate conscious incentives, and are attracted to things that evoke a feeling of nostalgia.
Say in this scenario, you are creating a social media platform for people who used social media “back in the day”, but don’t like current social media platforms. In this situation, your hypothetical brand is climate conscious and wants to create incentives for positive climate change. Here, you have a moral, a message, and an audience. During the design process, you can do research on what colors were popular from 1989 – 2006. Look into trends and world events. How will you include your brand’s morals into this design? Is it through imagery and symbolism, or font styles and color palettes?
You should keep in mind what kind of industry your brand lies in, too. It would be odd for a brand to have curly or cursive style fonts when their brand is supposed to be something within a labor intensive field, or something more masculine.
Ultimately, the way you design your logo is up to you. But the design process and your ability to incorporate your brand’s message and morals into the logo design could be the difference between your logo being a “good” or a “bad” logo. For examples of various logos that Wrapology has helped advertise, visit our signage gallery!
Setting Yourself Apart From the Rest and Brand Recognition
The creation of a good logo will help establish your brand’s professional image. First impressions are important, and a well-designed logo can easily convey your brand’s professionalism and confidence to a market. Additionally, a bad logo could be what keeps you from getting ahead in a crowded marketplace.
Good design can create trust in a market. You are more likely to turn to a brand with good design and advertising rather than one without. We all judge books by covers every once and awhile, so the same goes for logo design.
Plus, once your brand starts to receive good reviews of your products, services, or incentives, this good word will travel with your brand identity. Your logo will become attached to these reviews, and eventually, when someone sees your logo, they’ll immediately identify it with the good things that have been said about you!
How Does a Good Logo Ensure Your Brand’s Longevity?
A well-designed logo could be the difference between your brand staying relevant and current or not. Mentioned above, we identified the importance of your logo being attached to what is said about your brand. Once your brand takes off and starts to become associated with an audience and finds its niche, this logo will be the beacon of your business.
It will appear in your advertising and marketing efforts. It might appear on merchandise, or letterheads. This logo will be associated with your brand through and through. If your logo isn’t well designed, it could stop your brand from rising to the top, and could cause uncertainty amongst consumers considering your brand.
Wrapology is Northwest Arkansas’ one-stop shop for brand visibility. When you come to us to help with the design and creation of advertising material, we’re here to help ensure that your brand’s longevity is protected. If you have questions about how your logo design may effect your brand’s longevity, our design experts can help! Visit our services page to learn more.