When you attend a networking seminar, you want to interact with potential clients, investors and benefactors without referring to them as “The gentleman in a white tax” or “The lady heading the muffin business”. That is why you get name tags at the event. That is the same concept behind how a logo helps create an identity and image for a business. However, note the key word ‘help’. There is more to creating an identity and image for a business than name simplification. Logo Is Us breaks it down for you.
It’s all about Graphic representation
The main aim of any business is to realize return on investments through profit maximization. Profit maximization is realized through sales, and sales depend on how the market perceives the company. Here is where logos come in; to create an imagery representation about the business entity. They do so by answering the following questions:
- Who are you?
When introducing yourself, you tell the other person how you want to be referred to as from thereon. A logo does the exact same thing. It builds an image for the business by telling every other entity in the market ‘this is my name’. A logo does it graphically either through a representational image (Iconic logos) or through wording (wordmarks and logotypes).
- What do you do?
“What do you do?” That is a question that one can never seem to dodge when interacting with someone for the first time. Potential clients want to know what a certain business is involved in. A logo graphically illustrates what the company does by way of icons, mascots, wording or a combination of either. For instance, Microsoft creates its business image by graphically representing its 4 main products using the 4 colored squares on its logo. The blue one represents Windows, the red one represents Office, the green one represents Xbox while the yellow one represents the Surface product lineup.
- What are your unique selling points?
A potential client would want to know why they should purchase a product from your company and not the others. A logo paints a convincing picture of why clients should pick them. Again, it does so through graphically implying a certain virtue that relates to their clients. For instance, Disney has always used the Mickey Mouse mascot as their logo as it relates to their target audience; the kids. The mouse mascot paints a picture that implies fun and playful atmosphere to be enjoyed with family, which is Disney’s unique selling point.
- What are your values?
Clients wish to be associated with a company that is morally regarded to have desirable values. A logo takes advantage of color psychology and fonts to graphically create an identity that implies certain values. For instance, Walmart’s logo consists of its blue logotype with a yellow spark. The blue and yellow color combination symbolizes commitment towards passion and quality. Additionally, Walmart’s mantra: ‘Save Money. Live Better’. paints an image that the company values financial empowerment by offering quality products at competitive prices, which in turn allows clients to save money.
A logo will in the long run play a huge role in creating the business image. Remember to consider your core values, principles, target audience, key selling points and product/service line up when designing your company’s logo.