Do logos really matter?

By caqadigitaladmin

- February 8, 2022

Do logos really matter?

Imagine that you are a marketing manager and are about to launch a new brand which will promote Eco Friendly Lights. Now that your logo designer sends you two designs. Which logo should you choose: The one on the right or the one on the left.

There can be good arguments made for both the logos. One which is descriptive logo, shows the lights and house reflecting the lights made only for home. On the other hand Light with plant shows that it supports the eco system and depicts that it is in fact eco-friendly.
The objective is to explore the types of logo and understand which logo can be effective.

Why should you bother with selecting logo?

Logo can be quite beneficial for a business/brand. Getting the design right is quite important for number of reasons. It may be used to spark customer attention, define businesses from competitors, improve brand awareness, and communicate what a brand is all about. Logo is used as a communication channel as well. It is a brand element that can be appear on storefront, annual report, products used throughout office/store, website, company products.
Furthermore, the design of logo can impact the behaviour of the consumer. Prior studies have shown that simplicity or complexity can impact how much trust consumer shows on their first visit.

What types of logos best used commonly?

Non-descriptive logos don’t usually reveal what type of services or products company provides. It can be used in brand which is ties to only one type of product/service. While it is best to use for Retail or those service providers which has multiple types of services or products. For brand where such logo can be offensive or generally look bad it is best to use Non-descriptive logo such as funeral service providers.

On the other hand, descriptive logos speaks out-loud about the product or services provided by the company. It is best to use when company is tied to providing one type of services or products. It can bring in more sales as having descriptive logo can make it easier to remember the service and brand.

How to define logo for your brand?

Selecting logo can be quite challenging, but here are some point to keep in check for your brand.

• Brand Definition – You need to define why you need a logo. It can be for marketing purpose only or as a brand identity.
• Targeted Audience – You must define your audience first. Having creative logo for brand that targets kinds can be quite effective depending on how creative or descriptive the logo really is.
• Colour combinations – Colour should match with the product or service. It is necessary to understand that in some circumstances logo will need to be printed in Black and White.
• Scalable logo – Too much details can be hard to print clearly when logo is being printed on business cards. So, your logo must be scalable when it comes to branding.
• Complexity – Complexity of designs varies from person to person. Here are few examples to define the complexity.

The one on the left is simple and scalable, while one on the right is complex and quite hard to scale down.

What should you do?

If you are considering on modifying a logo or making an entirely new brand, you might want to add at least one letter or texts for a good descriptive logo. For instance, if you are opening up a coffee shop, having a simple coffee cup or coffee bean can be easy to figure out what product is being offered despite the unusual name. For the situation described in the beginning of blog, you should choose the logo on right. As it is easy to remember, and it is not tied to home light only.

However, if you are deciding on logo for the brand whose service or product can bring to mind negative concepts, a non-descriptive logo is preferable.