A Good Logo Design Differentiates Brand Personality From A Trademark
In simple terms, a logo design symbolizes the brand. Like a tattoo, it serves to represent an idea, story or identity, which other people can relate to when they see it. Moreover, similar to tattoos, logos are printed on anything used or sold by the company that owns the brand. Some logos are ugly, while others obviously took skills to create. However, all logos depict a distinct concept that separates the brand's personality from other products or companies with the same features.
Although some say logo design does not matter as long as it exists, most experienced marketers know that the quality of the logo's appearance should match the brand personality. If the logo looks vague or confusing, then it might put off potential customers from following the brand. Other products with the same attributes exist in the market; finding the brand that fits a lifestyle or appeals to a group of people is easy. Thus, the clearer the meaning of the logo design, the more attractive it becomes to the right people who believe in what your brand claims to be.
In another sense, a logo design functions like a flag proudly bearing the colors and images heavily associated with the company or brand. In the same way that the government owns the flag, a company owns a logo. However, along with the image of a flag comes a rich tapestry of cultural identity and history. Similarly, a logo brings out strong feelings of belonging to a certain group of buyers. For example, the logo of a well-known softdrink company is known throughout the world, but any person who wears a t-shirt with its logo is seen as part of a community that strives towards building friendships and strengthening the bond with one's family.
If a flag symbolizes a country with a cultural heritage, then a logo represents a group of consumers with specific characteristics. These characteristics make up the demographic profile of the group, such as age, gender, social class or academic achievement. For example, certain brands appeal to a higher social class, which can afford the expensive prices. Thus, every time a person sees the logos of these brands, the immediate impression about the product, event or location is that it costs a significant amount of money to have access to the place or to use the product. Most customers belong to the upper class and any person who has the money to spend can experience what only the wealthy and famous can afford.
Another side to logo design in branding is its elitist appeal. This does not mean the brand is discriminating against certain sectors of the population. Rather, the consequence of building a community around the brand leaves other people out. For example, people who wear Billabong are different from people who like Abercrombie and Fitch. You would not catch a Billabong fan wearing Abercrombie and Fitch, and it's probably the same with the other camp.
The name of a brand or a company is its trademark, which becomes graphic art through logo design. Even when the name is not included in the logo, such as in the case of Nike, in people's minds the swoosh symbol equates to the name of the brand or company. Even when the image is turned upside down, effective brand marketing will still lead people to think of Nike. That is how powerful a distinctive logo design can be. In effect, a logo acts as a company's signature, which is seen in almost anything related to the firm or its products.
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