Starting a new business is never an easy endeavor. Standing out from the competition starts with defining and creating the brand’s visual identity. Building a successful business takes more than a effective marketing strategy, however a logo reminds customers of all the good things that a company offers. That’s the reason why logos are a vital part of every successful marketing strategy that over time become the guarantee of an exceptional product or service.
Logos Throughout the Ages
One of the oldest logos still in use today dates back to the 14th century. It belongs to Stella Artois, a brand of Belgian beer that has a centuries-old tradition of crafting its high-quality product. However, their success wasn’t down to their logo design, as it wasn’t until the 19th century that logos became widely used for marketing purposes.
Fast forward to today – the reason why brands like Nike, Apple, Shell or Levi Straus are so well-known is partially related to their strong visual identities. Years of presence in the mass media have made the logos of some of the largest companies synonymous with superb quality, which is the reason why a brand like Apple can’t easily switch to a new logo.
The Latest Logo Design Trends
The style of logos has changed drastically over the course of the last century, as clarity and simplicity has replaced more intricate designs. Minimalist designs have become more popular over the last couple of decades, while experimental typography techniques also attract quite a bit of attention. Think Facebook and Twitter with their simple, flat, monochromatic designs. Logos today must be versatile enough to work on letterheads and billboards as well TV and social media.
Architectural influences or basic geometric shapes are growing more popular as they allow the designers to create strong visual symbolism that depicts the brand’s core values. Interestingly, classical typefaces coupled with monograms that were in fashion during the golden age of advertising are still in demand, because brands use them to show that they support traditional values.
An effective logo is (in no particular order):
Creating New Logos is Anything But Easy
The process of designing a new logo is not something that should be taken lightly. Graphic Designers often sketch their concepts on paper first since it allows them a greater level of artistic expression, but that’s just the first step of the process. After a design is approved, the drawings are transferred into a digital medium, where visual and textual parts of the logo are further developed. Finding a unique font or creating a perfect visual symbol like an apple or seashell may seem simple, but in fact, it demands an extensive knowledge of the history of logos, understanding the company’s goals, as well as a high level of creativity.
In today’s world, it is hard to come up with anything totally original. In order to produce a unique logo, designers must work slowly. Meticulous planning, thinking outside of the box and trying out different concepts all take time and each of these steps are crucial in the process of creating an effective logo.
Brands are Built to Last
It is hard to imagine an entrepreneur who doesn’t want his company to be the best in its industry. It is even harder to imagine an entrepreneur who doesn’t want their brand to be recognized and loved by millions of people around the globe. The journey towards success starts with defining a clear visual identity of a brand, and a logo is the crown jewel of the brand’s public image. That’s why making hasty decisions while choosing a logo can cost you dearly. Once selected and used in a marketing campaign logos are nearly impossible to replace, and a decision to do so also means that the brand’s entire public image must be overhauled.
While reinventing a brand can often have a positive impact on the company’s performance, resorting to drastic changes in the visual identity of a brand too often can easily generate unwanted results. Following the example of brands such as Stella Artois, Levi Straus or Nike that have used the same logo for decades is probably the best decision a young brand can make, because consistent exposure is key to success.
A effective logo increases brand familiarity and makes it easier for consumers to remember exceptional products and services. Even though creating a new logo may not seem that important when starting out, a well-designed logo can have a massive impact on the direction and success of a new business.
How important is your logo to your company? Leave a comment and let us know.