Your Logo: A Persuasive Marketing Tool
We are surrounded by logos. Not only in advertising and on clothing, but on nearly every product we encounter. Look at your pen, your computer, the coffee you guzzle to kick start your day; logos are engrained in our everyday and in our psyche. But how many of the logos you see on a daily basis do you remember? Which ones stand out and which fade into the background? If you’re a business leader, how does your logo measure up?
A logo is often the first impression people get of your company. It’s a visual short cut that’s meant to speak volumes about an organization’s personality, attitude and values. A good logo should prompt immediate recognition, resonate with others to convey a feeling of familiarity, inspire trust and a sense of quality. The Starbucks logo, for instance,
is like a refuge for coffee lovers: when they spot on a busy street it promises comfort and quality. Also, logos are usually the starting point of your corporate image, with the colours and typography often dictating everything from stationary to uniforms to signage.
With such crucial objectives falling under its mandate, investing in the right logo is essential. A professional designer/logo expert will walk you through the process, exploring your corporate mission/ philosophy, devise many drawings and usually present four or five options, which they will help you choose from and often tweak over and over until it works. Many successful companies spend thousands of dollars for the right mix: Pepsi reportedly spent $1 million for the new logo it launched in 2008. Investing in a strong logo is all about standing out, making your mark and sending a strong message.
Look at any of the great and memorable logos and chances are there’s a story behind them. Apple’s apple, for instance, represents the fruit of knowledge and relates back to Isaac Newton. The company’s first logo, designed internally in 1976, was in fact a drawing of Newton sitting under a tree. Apple realized it was a bit dated for a tech company so Steve Jobs hired graphic designer Rob Janoff, who created the first incarnation of one of the most recognizable corporate logos in history and the foundation of a powerful corporate identity. The rainbow-coloured apple (with a bite/byte out of it) has undergone a number of tweaks to reach today’s monochrome look, but the shape resonates and is a cultural icon 33 years later.
While not all logos are going to reach cult status, they are still an essential element of an organization’s marketing arsenal and should be treated as such. Companies need not only come up with a unique logo that personifies its values, but also decide how that logo should be used on everything from stationary to apparel: Size, colour and positioning are all important considerations.
Remember, a logo is much more than a decorative element. It’s the foundation of corporate branding and a graphic representation of an organization’s persona and ideals; a persuasive and valuable marketing tool
Need a hand with your logo, corporate apparel, clothing, hats, tees, t-shirts, embroidery, screen printing or give-aways? We’d love to help!
Original article written by Trimark Sportswear