What's in a Logo? Why a Good Logo Design is Vital for your Brand Identity
- Christina Lubarsky
- Jan 3, 2022
- 3 min read
Updated: Jan 13, 2022
The First Brand Impression
A logo is the first impression of your brand. Just like a first impression with a person, these first moments are HUGE in the development of a feeling for a brand or company. Humans make incredibly quick judgements, consciously and subconsciously, with symbols and images we see. Withins seconds, we can identify, "Is this brand 'me'?" simply from the logo. Do you offer a luxury skincare product or one that is natural, organic and earthy? Is your brand friendly and playful or sleek and elegant?
Logos have an immense power to connect audiences with the brand, so it is vital to spend time developing your brand strategy and brand voice in order to create an effective logo design.
Within seconds, we can identify, 'Is this Brand Me?' simply from the logo
The Foundation of your Brand Identity
The logo is the foundational basis of your entire brand. It is the heart and soul of the brand. The fonts, colors and styles used in the logo will expand out into other branding material - from print designs, patterns, web designs and business cards. The brand identity is the collective grouping of elements used to portray a desired image to the brand's audience. The logo is a central symbol to the brand identity, and can act as a foundational design element to other branding material.
Effective branding is all about telling a story - one that connects to your target audience visually. The logo design is the door to the rest of your story. Make your audience want to open that door!
Distinguishing your Brand from Others
Your brand identity is what makes you instantly recognized by a consumer. Think about the associations you instantly come up with when you hear or see the word: Nike. How about the word: Ikea? Red Bull?
When you hear 'Red Bull,' maybe you think of the color red, the bull logo and picture extreme sports athletes making exciting sport videos. For Ikea, maybe a blue, big yellow letters, furniture, Swedish meatballs, and a simple, clean design aesthetic. These associations have been crafted by the brands to make them recognizable and noticeable within their market segment.
What are some of the things you'd like customers to think about when they hear or see your brand? Coming up with some words, colors, and imagery can help formulate your brand strategy and inform the direction of your logo design.
Effective Logo Design
Here are some goals for good logo design for your brand identity:
Clearly communicates your brand's personality and mission
Looks visually appealing, uncluttered and clean
Can stand the test of time, rather than riding a fad or trend
Works within the context of your industry, while also standing out
Makes a strong impression on your brand's audience
From then, you can expand the brand identity to include specific brand colors that are used across platforms and media, design elements, including patterns, shapes and illustrations that support the logo, and typography, all of which create consistency and cohesion for the overall brand feel. Staying consistent with your branding helps solidify the brand identity for the consumer, who can then develop a clear understanding of what the brand is, what they offer and what they stand for.
A good brand identity starts with a killer logo. If you are starting a brand or interested in developing a completely unique, on-of-a-kind logo, contact Christina here at Humm House and view current prices and services. She can walk you through the process step by step to deliver an effective logo for your specific needs.
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