If given a choice which one would you choose – a good logo or a FABULOUS logo? Many on this earth settle for a good logo reason being the low price and also because they are uncomplicated and easy to change. But let me tell you something about logos. You need a FABULOUS logo….an OUT OF THIS WORLD logo, not just any logo, OK?
The size, the precision, the text, the symbol, the colour, the font, etc all counts towards bringing the attention of your potential customers towards your company, your image and branding. You might be thinking why many large international companies have pretty simpler logos like that of Apple, CISCO, Louis Vuitton etc…. but every single one of those Internationally renowned brands and logos have their own specific fonts and size, specific and exclusive colour combinations and every single symbol and icons that are is used together with the logo has a meaning.
Whether you’re in a competitive industry or not, it doesn’t matter. Whether your market is small or big, it doesn’t matter! The fact of the matter is that your customers DO remember you when they see your logo, regardless of how hard you try to convince yourself otherwise.
But if you want your logo to be recognized, here are some basic rules:-
a. cheap logos are not everything
b. template logos rarely work
c. don’t go for conventional text
d. create a unique and special icon together with your logo
e. include your website or company name in your logo
f. create a colourful and yet peaceful combination of colours with your logo
g. have different logos for different brands
h. hire a logo designer with loads of experience, not paper qualifications
A logo functions as a symbolic and graphic representation of the main features of the company a product/service, or a website. It is the single element which can provide feedback to the customer base. Furthermore, the logo you create should be easily understood and memorized by everyone.
Colours have a psychological impact on the mind. According to the Institute of Colour research- everything we touch in our daily life has a colour and we have a reaction to it. The reaction can be delightful as well as distressful. So while choosing the colours do not take more than 2 or 3 at a time.
Every colour has a different psychology behind that. Every colour has a meaning. Also it is very well said “colour is the language of subconscious”. Here are a few:
- Blue: Trust, calm, stability, serenity, cold
- Red: alert, love, anger, passion, excitement
- Purple: royalty, spirituality, sophistication
- Yellow: happy, sunny, delightful
- Green: nature, fertility, environmental friendly
- Pink: gentle, soft, feminine
- Brown: stability, reliable, classic
Also, especially in India where a considerable sector of society lives in rural areas, colours play an important role in product recognition. For eg. Lifebuoy (red colour) is the soap which is ruling the market for more than 100 years and still enjoys a strong consumer faith in FMCG markets.
THE APPLICATION OF SHAPE:
On this earth there is nothing more relevant than shape. The human mind can memorize and recall shapes whenever necessary. Since our childhood we have been exposed to many shapes. We can remember many brands just because of the shapes. For example- Nike (swoosh), McDonalds (the golden arches), Olympics (rings) etc.
A perfect example of shape excellence is in the logo of FedEx.
You might think what is so appealing about it. Well as we all know that FedEx offers its customers the fastest courier services all across the globe. Did you notice an arrow sign between E and X? This arrow sign is a symbol of both speed and precision.
Now, this is something we call creativity and intelligence.
A logo is something which represents your product and your services. It represents the company’s name for future years. A logo should not be altered time to time and it should remain throughout the decades so that customers remember it for long. A logo should depict what you are, who you are and why you are in the market.
Let’s discuss the evolution of the Starbucks (the famous coffee shop) logo and the story behind that. Coffee is something that symbolizes with seduction but at the same time it is palliative as well. There is a lady in the logo- but is it a Siren or a Mermaid? Both the answers are correct and accepted across the globe. The first brown logo render a bare-chested Siren in a Norse woodcut style, as seen here in a Starbucks promotional image illustrating the logo’s evolution:
In Greek mythology, the Sirens were the dangerous seductresses that were half-bird and half-woman. They would seduce mariners with their enchanting music and song luring them to shipwreck on the rocky coast of their island home giving the tourists the experience of both seduction and relaxation.
Howard Schultz describes this original logo as a: “…siren, encircled by the store’s original name, Starbucks Coffee, Tea, and Spice. That early siren, bare-breasted and Rubenesque, was supposed to be as seductive as coffee itself.”
In August 1987, the Starbucks sold their six stores to Schultz. “To show the amalgamation of two companies, Terry merged the two logos. First of all he changed the colour to green and kept the Starbucks siren with her starred crown”. So this is how this mythical mermaid became the double-tailed siren.
Although the hybrid logo was decent still it is objectionable to some folks due to the Siren’s wavy hair covering the bare breast. So, in 1992 the logo was redesigned by Doug Fast and then in 2011 it was again revised to the logo what we see today. Due to such bold logos consumers might pose a question mark on the existence of the brand.
Despite of all this when we hear STARBUCKS the one picture that comes to our mind is “a female’s breast covered with spiral hair”.
Remember, too, that a logo should be impressive but simple at the same time. You want a logo which brings the company and products closer to the potential clients while creating an instant bond of trust between both.
This is the importance of logo, so do not skimp!!!