The Importance of Logos in Marketing

Some brands have logos that stick with you. How does something so simple give so much value to a product or service? 

Well: 

There’s a lot behind designing and implementing a logo. That’s why your five-year-old is not designing it. 

Experience, strategy, and logo design principles are critical for creating a logo that “seals the deal” for a truly marketable brand. 

Here, I will discuss the importance of a logo for your marketing efforts, no matter which brand or service you want to promote. 

What is the Importance of a Logo in Marketing? 

A logo in marketing is a visual mark that represents the nature and objectives of a brand in order to connect with the expectations and desires of a consumer. Logos in marketing are critical to a brand’s equity. A good logo can make the difference between an average brand and an unforgettable one. 

Logo theory and principles are important for marketing because they guarantee a thoughtful identity design for your brand. 

Simply put: 

A logo in marketing is an important element for persuading your client to want to purchase your product or service. 

The Role of a Logo in Your Marketing Efforts

When I think about the role of a logo in marketing, I think of brands such as Nike or Apple

I know that these examples are referenced a lot, but there’s a reason for that.

In order to get countless customers to become walking billboards or sell your products at a higher price range than any of your competitors, you’ve got to have a flawless application of design principles in action. 

It’s hard to understand the value of a well-designed logo. Today, there are many tools through which you can whip-up some graphics that resemble a brand identity in a couple of minutes. 

However:

Designing a logo takes strategy, expertise, and a lot of work. 

Big companies know this and pay handsomely for designers or branding agencies to develop a robust identity aligned with their services and products. 

Believe it or not, the most expensive logos in the world have cost hundreds of millions of dollars. 

Furthermore: 

In their book Persuasive Imagery, Linda M. Scott and Rajeev Batra explain:

“Well-known trademarks, logos, and other corporate identity designs […] are valuable assets of the companies that own them and an integral part of the persuasion efforts.”

Once you have a solid brand identity, it’s essential that you make it as concrete as possible so that your customer can connect with it. 

The relationship between your logo and your product or service needs to be noticeable: 

It should uphold the promise of what you’re marketing. Otherwise, it won’t be successful.

The Importance of Logo Psychology for Your Brand  

The bulk of the decisions made by a designer when crafting a logo are determined by how the logo will influence the customer’s mindset.  

More importantly: 

This has to be accomplished by including only the right elements that will give the logo enough context for it to be easily understood. 

Simple forms and design elements, such as shapes and colors, are examples of how a brand can represent different ideas and concepts, despite their seeming simplicity. 

For instance: 

It’s no surprise that fast-food restaurants use warm colors, such as red and yellow, in their branding identity. These colors are proven to elicit intense feelings that attract customers to crave the food, even if it’s not healthy.

Another excellent example of heavily used colors in marketing come from the banking and financial services industries. 

Colors such as blue, green, and red are prevalent in top banks and asset management companies as they ensure trust, expertise, and credibility. 

In terms of design, I must highlight that every aspect of designing a logo must stay true to what the service or product offers its customers. 

Importance and Purpose of Logo Theory in Marketing 

Marketing without a logo is like sailing a boat without a compass. There would be no direction. 

It doesn’t matter how simple your brand identity is: A logo should be the brand’s heart. 

That is:

An effective logo is able to represent the core aspects of a brand. 

How, then, to visually capture a brand’s essence? 

Enter logo theory and principles

Take the principle of longevity, for instance: 

When making decisions about the look and feel of your logo and your brand, it’s essential to recognize what’s a fad and what’s long-lasting. In this sense, the most robust brand identities are those that are timeless.

A great example of a timeless logo is Stella Artois. It’s one of the oldest logos in the world, dating back to 1366. 

Several centuries later, the company still uses its original logo, and the product is top-rated globally. 

Marketing without a logo is like sailing a boat without a compass. There would be no direction. 

How Your Branding and Logo Influence Your Marketing Strategies

Can you imagine a luxury brand announcing a big sale the way a 

retailer does? 

Think about the promotional materials for each of them. They should not, and would not, look the same. 

Thus: 

When we think about strategies to market our products, we need to keep our branding identity top of mind. 

Inconsistency is a bad practice for any brand. 

That’s why designers need to think through all the potential applications of a logo and the additional elements that make up the brand to accommodate various strategies. 

Let’s take the idea of differentiation, for example:

How can you ensure your business is offering something different in a very competitive industry? 

One effective way to be different is to look different. 

That is: 

Through the distinct visual communication of your brand’s values, objectives, or purpose, you can stand out from the competition. 

Moreover: 

Great design elevates a brand. You can be a small brand on the rise, but you can look big, sophisticated, and distinct through careful design and branding.  

When using design elements to create a brand that stands out, It’s imperative to be mindful and purposeful. 

Once the branding and logo are fleshed out, the marketing strategies you employ should aim to accomplish the ultimate goal of a brand: To gain an enduring position in the market. 

As outlined in the book Marketing Theory:

“Marketing strategy sometimes claims to provide an answer to one of the most difficult questions in our understanding of competitive markets: How to recognize and achieve an economic advantage which endures.”

In other words: 

To keep your business going, you need a robust, well-designed logo and brand identity that is relevant to the product or service you’re offering but that also pairs up well with the application of relevant marketing strategies.

Essential Services and Tools for Logo Marketing 

Before you can market your brand, you need to develop one. If you have no clue how to do this, don’t worry! 

Here’s a list of services and tools, paid and free, that would help a small business, solopreneur, or small content marketer achieve their goals of creating and positioning their brand identity in their niche or market.

To design a logo and brand identity, you need the following: 

  • A skilled designer and/or brand design agency
  • Graphic design software (Adobe is the most popular, but with Sketch and other programs, there’s a little more variety nowadays)
  • Budget for core assets (such as purchasing a font, for example)

However, if you’re in an MVP stage and you have design abilities, you could leverage tools for a “quick and dirty” initial identity. For this, you could use tools such as: 

  • Canva 
  • Looka (if you’d like to explore how AI translates your needs into a logo)

I don’t recommend you keep that MVP version as your final version. What I do recommend is to source a designer that can develop a strong branding strategy in platforms such as:

  • Behance
  • Dribbble
  • LinkedIn
  • Upwork 
  • Fiverr

Also:

Keep in mind that a solid brand identity package should have the following:

  • Logo assets for use across channels (offline & online)
  • Brand guidelines with the following sections:
    • Rationale/concept
    • Color palette
    • Typography
    • Pre-defined templates (presentations, social media, stationery, audiovisual)
    • Creative direction (photography, illustration)

Once you have a defined branding identity, the next step is to start getting some exposure. 

A straightforward way to do this is by creating social media profiles on platforms relevant to your audience. 

It’s also essential to define your media channels based on what makes more sense for your brand. 

Your channels must be able to get a straightforward message to your ideal audience. Age, location, and other socioeconomic factors will significantly impact how a brand should present itself to its customers.  

In A Nutshell

To wrap up:

  • Designing a logo and brand identity is hard work.
  • It’s essential to have a solid, robust identity representing your brand’s values to market your product or service.
  • It’s important to consider how formal elements such as shape and color influence your customer’s behaviors. 
  • Marketing without a defined identity can be counter-productive. A logo is the heart of your brand.
  • When designing a logo and brand identity, it’s essential to think through the marketing strategies relevant to the brand in the future. 
  • You can consider an MVP approach for your identity, but it shouldn’t be final. Seek professionals to help you build a memorable brand and also market it thoughtfully.

Next steps:

  • Make sure that you define your business idea, problem to be solved, and ideal client before designing your brand identity.  
  • Don’t wait until you have it all figured out to start “testing the waters.”
  • Enjoy the process! Designing a brand identity is a beautiful project, and it can be enjoyable if you’re working with the right people.

And before you go, leave a comment below with your thoughts about logos and marketing.

About the Author:

Ruben Ramirez teaches digital media in college and started Self-Made Designer to share his knowledge of graphic design. He loves skateboards, guitars, and vector graphics.

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