The importance of a logo—5 reasons you must have one

Estmated reading time: 5 minutes

You start a business—you get a logo designed. You know the drill. But have you ever wondered why you need a logo? We’re about to give 5 really good reasons, but let’s take a look at some world-famous logos first:

Even if the brand names weren’t integrated into these logo design, most people could recognise and name the brand each of them represents. So let’s see how a good logo achieves this level of regonition.

A logo is important because:

1. It reveals your identity

Remember those old Westerns where cowboys branded cattle? They did it to mark ownership. Your logo should do the same thing (minus the pain of a red hot branding iron). Imprinted on your products, your business card and your website, your logo communicates ownership. It can tell the world/potential customers who you are, what type of product or service you sell, or what benefit you offer consumers.

The Swirl Frozen Yogurt logo leaves little doubt about the product the company sells, while the Noble Pillow logo plays up the company’s regal-sounding name and communicates that this pillow brand is fit for royalty. Typically a symbol of wisdom, the owl in the Little Minds Book Box window speaks to the benefit to the consumer, i.e., smart kids.

2. It invites new customers to get to know you

We don’t live in a monochromatic world. People are drawn to interesting design and colour. The logo that marks your package or adorns your storefront should be designed to draw interest and pique the curiosity of your potential customers, prompting them to at least look, and hopefully purchase your product.

The Forager’s Table restaurant, which specialises in farm-to-table cuisine, entices eaters into their establishment with a logo that has an organic style. They can serve this logo up on signage, menus and their website to draw in hungry consumers searching for this specific dining experience.

As for the Gentle logo, it perfectly communicates the product benefits of this particular style of skincare products—fresh, gentle, natural, healthy. Effective simplicity like this makes consumers want to pull ithe product from the shelves and pop it in their shopping basket.

3. It distinguishes you from the competition

There are certain symbols that come to represent particular industries or products. For example, how many pizza places have you seen with a logo that features an Italian, mustachioed chef with a tall white hat and a wide grin? Maybe holding a ridiculously large pizza? A good logo reflects who you are, but it should also distinguish you from everybody else. A good logo should dare to be different.

While one wouldn’t typically associate a bear in the woods with an investment company (and may actually avoid bear imagery and its association with a bad market) the Bear Creek Capital logo does a good job differentiating this company with a rustic image that matches its name. And certainly the Midnight Pizza logo is a far cry from that grinning Italian chef we’re used to seeing. Plus, most of us can relate to the wolf howling for pizza late at night.

4. It facilitates brand loyalty

From time to time, a company will redesign their logo, perhaps to update their look or reflect some other corporate change. Makes sense to marketers, but consumers typically hate it. When you’ve become accustomed to your favorite brand’s logo and they change it, you feel a little betrayed. Now you’ve got to retrain you brain to look for something new. Brand loyalty is huge and something every business needs to foster. A recognisable and familiar logo goes a long way towards building brand loyalty.

Both of these logos are bright, distinctive, and interesting enough to be memorable. Their placement on products would make finding them on a crowded shelf quite easy.

5. It can be everywhere

Placing your logo on all of your marketing, packaging, products, social media, website, etc. is a way to advertise your brand and your message consistently, whether it’s in the store, in your customers’ homes, online…basically, everywhere you want to be. If you’ve developed your brand message and successfully tied it to your logo, everything you do and create becomes associated with the logo and the brand.

Three roller banners advertising a health business

Signage by Analyn26 for Healthelix via 99designs by Vista.

These logos transition from signage to merchandise to mobile marketing with ease. A simple logo is best if it’s to reside on a variety of materials or be displayed on different media.

Want more logo design tips? Learn how to design a logo here.

Author: Kris Decker