04/01/2019 by JOE DAY 0 Comments
How do Logos Create Brand Identity
Brand identity is the bringing together of elements that distinguish your product or service to people. These elements allow you to establish the image you want for your brand and send the right message across your target audience. Some components that help build your brand identity include: brand name, theme line or tagline, and perhaps the most prominent of all— the logo.
A survey conducted by Avery UK revealed among over 2,000 respondents revealed that 67% of them will buy only from brands they are familiar with. And for 53% of these respondents, familiarity makes them trust a brand more. It is notable that the brands that they are most familiar with are those with the most popular logos in the UK. These include: Coca-Cola, McDonald’s, Mickey Mouse (Disney), Cadbury and Apple.
Logo Design Checklist
But creating a logo that makes a lasting impression on your customers is not that easy. For you to make an impact, you have to take some things into consideration. Here are some factors you must keep in mind when coming up with design:
- It must be visually appealing.
- It must make an impact.
- It must align with company’s short-term and long-term goals.
- It should send your brand message across to your audience clearly.
- It must have an enduring appeal.
- It must adhere to the industry standards.
Creating Brand Identity with Your Logo Design
Now that you know what your logo design checklist should contain, it’s time to go to the nitty gritty of how to make a logo that effectively establishes your brand identity. Here are some pointers:
Know and develop buyer personas. Figure out your target audience’s gender, age, education level, income, and any relevant information about them. Find out what they like and what makes them tick. Understand their lifestyle. Knowing these factors will allow you to know exactly who you’re selling your brand to and craft the right logo to attract them.
1. Know and Understand Your Target Audience
Don’t try to say too many things with your logo design as you might confuse your audience on what your brand is really trying to communicate. Keep it simple and focus on which elements will add value to the buying experience of your prospective customers. Make sure that apart from embodying your brand identity, the design of your logo resonates with your target audience as well. Establishing that connection is crucial in creating a brand that converts.
2. Stick to the Basics
3. Be ConsistentAccording to Hannah Hagee of Lucidpress, there is a reported 23% increase in revenue when a brand is presented consistently. So make sure the message you are communicating via your logo is consistent across all your marketing platforms. Check if the typography and graphics complement the logo as well. Also, make sure you regularly put out content to increase the chances of brand recall. A compelling logo is nothing if it won’t be regularly visible.
4. Pick the Right Colours for Your Brand
Your logo’s colour can also affect how your prospective customers receive your brand (see the graphic above to to learn which colours evoke which emotions).
The right colours can make or break your brand. In fact, a study by University of Loyola shows that colour boosts brand recognition by up to 80%. One example of a brand that can easily be identified by its logo’s colour is Coca-Cola. While the reason behind the red logo was brought about by a labeling protocol rather than a deliberate branding decision, it has endured and made a mark in the minds of its consumers for around 130 years.