Your Silent Salesperson
70% of all sales decisions are made before a client meets you, based on your logo!
So you have started your company and reserved a name, now comes the important part of creating an image for your company.
“Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And vice-versa.” (Genow, 2015)
Designers get asked too often to create a logo quickly and cheaply. This is less than ideal, specifically when dealing with a certain target market. And too often there are people out there that are willing to copy another company’s design and cause issues with plagiarism, just to get the work done. Hynes (Hynes, 2009) has described brand identity as a “badge of identification” and as a “mark of quality”. A company’s corporate identity is one the first elements that a consumer will see when working with you. In their journal article van Riel and van den Ban (van Riel and van den Ban, 2001) have stated that corporate identity as a whole comprise of; behavior of employees, advertising and publicity, and the company logo and have further described corporate logos as a tool to express the important features of the company towards its consumers.
Hynes (Hynes, 2009) notes that corporate identity, if done in a strategic manner, helps differentiate companies and establish the loyalty from consumers. It needs to send the correct messages easily and quickly. In current western culture, where social media is at its peak, if your brand is dull or too complicated viewers will just scroll past and ignore the message. Images and color are known to be ‘read’ faster than words (Edell and Staelin, 1983). Your brand needs to attract your target market, therefore your style, shape and color are equally important when designing your corporate logo. An incredible amount of research and time is needed to establish the correct details for a logo, therefore, cheap and quick should not be part of the brief if you want a successful message.
Don't be afraid to invest in your brand. A decent, well thought out brand should last you at least 5 years, and only then a rebrand will happen should you choose to do it. Try and avoid the 'create a free logo' sites - they offer the same style logo to quite a few clients, you want to remain unique and timeless.
Genow, J. (2015). Why Brand vs. BRANDING Matters. [Blog] linkedin.com. Available at: https://www.linkedin.com/pulse/why-difference-between-brand-branding-matters-jacqui-genow/ [Accessed 27 Dec. 2017].
Hynes, N. (2009). Colour and meaning in corporate logos: An empirical study. Journal of Brand Management, [online] 16(8), pp.545-555. Available at: https://link.springer.com/article/10.1057/bm.2008.5 [Accessed 29 Aug. 2017].
van Riel, C. and van den Ban, A. (2001). The added value of corporate logos ‐ An empirical study. European Journal of Marketing, [online] 35(3/4), pp.428-440. Available at: http://www.emeraldinsight.com/doi/abs/10.1108/03090560110382093 [Accessed 16 Aug. 2017].