nike logo and apple watch with apple logo

Understanding Logos

Why having a memorable, well-designed logo should be at the top of any small business’s list of priorities.

As the marketing and design partner for small businesses, helping them look and feel professional is at the core of everything we do. Our recent survey found exactly much impact a logo has on consumers and their willingness to shop small.

Most businesses will have a logo of sorts, but having a well-designed, memorable logo was found to encourage over a quarter of shoppers (27 per cent) to buy from a small business. 

When it comes to creating a well-designed logo, looking at the most iconic consumer favourites can be useful, as Apple, Amazon and Coca Cola were voted to have the most memorable logos. But most adults polled don’t expect large companies to have better logos than smaller ones, suggesting it’s an even playing field for businesses of any size.

The colour of a logo is also crucial, as blue and green logos were voted the most trustworthy, and yellow the least. If brands want to make shoppers feel alert, using the colour red is the way forward.

The infographic below captures some of the key preferences for logos from UK shoppers, and how small businesses can use these to inspire their own design choices:

Understanding Logos