Fedex’ embedded arrow, for example, makes a reasonably subtle association between the company and its commitment to rapid delivery. Less subtle – but equally celebrated – is Amazon’s logo, which manages to communicate at a glance a huge amount of information about how the company would like you to see it: a smile (happy customers); an arrow (quick delivery); and a line from A to Z (selling everything you might ever need or want).
But does my logo design really matter?
OK, so the logo has a lot of roles to play and clearly a logo of some kind is important.
But is getting exactly the right design really all that important?
Well, I would certainly concede that the logo design matters most in situations where the five factors listed above are most important. If you are operating in global markets, then a simple visual identifier can be vital in helping you overcome language barriers. If you’re in highly competitive consumer markets, then clear differentiation and communication of brand values could help provide the edge you need. Similarly your logo will be vital if you’re looking to extract the maximum possible value from a major sponsorship programme.
But does it therefore follow that the logo matters less when these factors do not come into play, for a regional or niche B2B company for example?
Well, yes and no.
Perhaps yes, a bit, because at the moment your company might not be operating in a market characterised by language barriers, high levels of competition and pro-level sports sponsorship! So fair enough, perhaps you do have a bit less to gain or lose by your choice of logo design.
But equally no – not least because very few people can be sure exactly what the future holds for their business, organisation, product or service. You might be small and niche today, but can you be sure that will always be the case – that you won’t grow, go international, or need to fight off new entrants to your market?
But the main reason that logo design should matter to everyone, regardless of size, sector or situation, is that having a strong and effective logo will make all of your sales and marketing objectives – awareness, differentiation, engagement and growth – that little bit easier to achieve. It might only be a marginal advantage at the moment, but as any sports fan will tell you, big advantages are normally made up of lots of marginal gains.
The truth is that by taking some time and finding the right support, it really isn’t that difficult or expensive to create a logo that can help you unlock all of these advantages and (hopefully) last you well into the medium and long term.
Well, that’s enough about logos from me for now, but design colleague Faye has picked up the story with a follow-up article looking at exactly how you can make sure your own logo project is a successful one.
In the meantime, click here to read more about our brand and proposition services, or contact our team today to discuss how Leader can help you develop your own logo, brand identity and market proposition(s).