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Sjoerd van Viegen
The Value of Logos
Logos are the cornerstone of brand recognition. They act as the face of your company, instantly conveying the right message and leaving a lasting impression. It ensures that your brand stands out amidst other players in the market. A strong logo can provide uniqueness, recognition, and preference.
All Types of Logos
There are various types of logos, each with its characteristics and applications. Each choice you make here impacts how your brand is perceived. There are 7 different types of logos: abstract, mascot, pictogram, emblem, letter, word, and combination logos.
Depending on your target audience, goals, and application, certain types of logos may be more effective. For example, an emblem logo without a company name may be suitable for a well-known brand, while a word logo is accessible for new businesses. Considering these factors aids in choosing a suitable logo type.
The Meaning Behind Your Logo
The power of a logo lies not only in its appearance but also in its ability to tell a story. Behind every company name and logo is a narrative. Understand why your company name and logo were chosen and the values they represent. A name and logo with meaning create a strong foundation for your brand strategy.
Discover the Unique Power of Your Brand
In addition to the story behind your logo, it is important to have a clear brand story. What makes your brand unique? What do you promise to customers? And how do you differentiate yourself from competitors? By answering these questions, you also have a better understanding of the role your logo and visual identity can play in telling your brand story.
A Logo as Part of the Visual Identity
A visual identity encompasses more than just a logo. It involves the coherence of color usage, typography, imagery, and corporate identity carriers. These elements together form the brand image, leaving an indelible impression on your target audience.
- Color Usage: Be aware that colors influence behavior and emotions. Each color evokes different emotions; for instance, red symbolizes love, blue conveys trust, and green represents nature, among numerous examples.
- Typography: The chosen font significantly influences the perception of your brand. Consider the difference between a thin, classic font and a bold, round font. A well-chosen font enhances the message and readability.
- Images & Shapes: Images speak louder than words. With a distinct visual language, you can differentiate your brand. From recognizable photography to unique shapes.
- Brand Expressions: The power of a visual identity lies in the consistency of all its carriers. From your company building to online advertisements, it is crucial that they form a cohesive whole to maintain optimal recognizability.
Combining a Logo with a Tagline
Have you ever considered combining your logo with a tagline? A logo combined with your tagline can add depth, meaning, and recognition to your brand expressions. It is crucial that both the logo and the tagline work harmoniously and align with your identity, ambition, and the needs of your target audience.
Use the Right 'Brand Assets'
Ensure that your brand expressions are positioned correctly in relation to competitors and align with the needs of your customers. Some examples of brands with well-positioned 'brand assets' include the recognizable golden 'M' of McDonald's, Nike's powerful slogan 'Just do it,' and the distinctive blue of KLM. Even without context, these expressions immediately evoke associations with the brand.
Discover which 'brand assets' apply to your brand, ranging from logo and colors to texts and images. The use of the 'distinctive brand asset grid' from the Ehrenberg-Bass Insititue can assist you in making choices. Determine which features of your brand you should avoid, test, invest in, or use.
Balancing Renewal and Maintaining Recognizability
Do you have a well-established logo that has earned its place in the hearts of your target audience? When contemplating changes, it's essential to find the balance between renewal and maintaining recognizability. By subtly innovating rather than drastically changing, you preserve the recognition and appeal your logo has built. Always exercise caution with logo changes.
Of course, a new positioning, merger, or acquisition may demand a more significant logo change. The new logo then demonstrates that your brand is ready for new ambitions, markets, or target audiences.
Leave a Lasting Impression
The hidden power of logos lies in their ability to leave a lasting impression on your potential customers. Logos go beyond visual recognition; they carry the essence and values of a brand. A thoughtfully designed logo can evoke emotions, build trust, and forge a strong connection with your target audience. It is a crucial element in building a strong brand.
Unleash the Hidden Power of Your Logo
Do you want a redesign of your current logo or a completely new visual identity? Together, we'll create a logo and visual identity that add value to your brand and create an impact. Feel free to contact us for a non-binding advisory conversation.
