You have a business idea, you know it will sell and now you need a logo. Perhaps you’ve had your business for several years, or decades, and you are considering moving with the times. Where do you start? What is a good logo design? What is the difference between a logo and brand identity?
Fear not! Purple Panda Media is here to save the day and rid you of your confusion!
Logo vs. Brand Identity
First of all, it’s important to highlight that a logo is NOT brand identity. The best way to explain this is to show it in example. Let’s take Nike, and its most recognised logo, the swoosh. It’s a clever design, simple and everyone knows what it is. Nike’s branding, however, is everything else. It’s their TV adverts, their product packaging, their signed celebrities, shop design, repeating graphics, tag lines, photography, website design and layout, and so on and on… It’s their identity.
In simple terms, imagine the logo to be your face, the brand identity is who you are, your name, age, hair colour, personality, etc.
A very important aspect is to point out just how important branding is compared to a logo. The logo is only a part of the branding. Imagine these steps:
A potential customer sees the logo. They get a reaction out of it, whether intellectual or emotional, they will know what the company sells and how much they care for their company. They will then buy the product or service.
When you look at Nike’s logo, you get the quality and content of the brand. That must be how it works, right?
The reason you associate Nike, a simple check mark, with the product quality and everything they do, is because of their adverts, the experience, the celebrities and athletes associated, the packaging, and so on. Their branding is what determines what you see in them, not their logo. The logo is like a reminder. The potential customer sees the Nike logo, remembers what they all do and sell, knows that it’s awesome, and decides to purchase it!
Why a logo?
A more accurate question is, why a GOOD logo? Why spend all that time and money on a logo design? The reason is simple, and it’s the first impression. Brand recognition starts with the logo, the image you associate with the product or service.
A lot of surveys over the years show that customers are more likely to purchase something if there is brand recognition, which in the general case falls onto logo first. A logo needs to speak to a customer by developing a visual memory of the logo, meaning the customer will know what the logo means, who the business is and what they sell/do.
Inkbot Design did a blog post about how logo can affect sales, and their three reasons were the following:
- They enhance the first impression of potential customers
- They provide trust and security through the use of colour
- They help to stand out among the other companies
You can read the full blog here to find out more
Now it’s important to explain that you don’t necessarily need to be a new company to make a logo. You may already have a business, but want to head into a new direction, or you may have evolved your business to do more than it did back in the day and the logo doesn’t represent you anymore. Maybe you don’t want to change your logo at all, but simply want it remade in a more professional manner. That is all possible. A logo can be very recognisable, but if it’s not a good logo, it may be nothing more than recognisable. To attract new clients and customers, it needs to speak to them, stimulate an intellectual or emotional recognition.
So will I need branding?
Short answer: Yes. Long answer: Heck yes!
You will need branding regardless of having a logo or not. Imagine this:
You have a logo, you want to sell, let’s say, coffee. Now it can be easy if your brand has a coffee bean in the logo, or the word ‘coffee’ but most people recognise a logo by visuals, not words. What if your company logo doesn’t have a coffee bean? How will you convey your message or product to a potential customer? Simple, you advertise it, show your brand.
Branding is more than your simple message or ad, however. It’s not a poster. It’s an unforgettable message. Good branding is unforgettable. Try thinking about big brands, and how many of their adverts and posters over the years you still to this day remember. Every now and then you will hear someone say “hey, remember that coca cola Christmas truck ad?” and while we’re on the topic of Coca Cola and Christmas, did you know that Santa Claus switched from a green suit to a red one because of the Coca Cola advert? Yeah, cool right!
Now you might wonder, where does design play a part?
A common misconception is that design is all about visual aesthetics. This is however not the case. At the heart of any successful brand is a design that not only communicates how it looks, but also how it works and why it works.
So, what makes a design good?
Arguably, we’d say that a good design is one that benefits business and is helpful to customers. Good design should be tailored to your customers and help them to solve a problem or fulfil a need. Your customers should therefore be at the forefront of all your branding and design work.
Good design also shows marketing nous – and just like marketing, it should be measurable, profitable and helpful for the consumer.
This is exactly why design should never be an afterthought to your business marketing.
We want you to succeed, so at Purple Panda Media, we don’t just design a logo. We create your identity.
The process we work from is by developing a general understanding of the brand, the identity and the message. We also look at ethics, morals, and other factors that customers may relate to. From there, we develop a logo. A logo is only a piece in a bigger puzzle.
Contact us today to find out more!