There is power in good logos. The statement sounds almost like a cliché, but that doesn’t make it any less real. The all too famous logos can speak for themselves. Think of the swoosh, golden arches, a bitten apple, and mouse ears for example. These logos make you and me, as well as many other people, instantly recognize legendary brands and differentiate them from their competitors.
In a 2013 research published in a 2014 issue of MIT Sloan Management Review, authors C.W. Park, A.B. Eisingerich, and G. Pol suggested that brand logos provide an “often neglected” means of assisting a brand’s marketing campaign. They concluded that logos serve three vital purposes – be an integrator of a brand’s marketing efforts; be a reflector of these efforts and what customers perceive of the brand; and be a synthesizer for customers to identify quickly, differentiate, and associate with the brand.
One compelling aspect of brands is to generate complex mental and emotional relations with consumers that will consequently lead to the process of valuing brands. Apart from the economic relationship that significantly transpires between brands and consumers, logos greatly help brands in creating impressions for products through an intense visual process. Product perception is built partly by a great logo that symbolizes everything there is to know of the brand. This understanding, followed by the mental and emotional associations a person has with the brand may lead to a more solid customer commitment than when a brand has a logo that only an insignificant number of people recognize.
To put it simply, the brand and what people know of it primarily influences people’s purchasing practices. For example, some people would rather buy a plain white tee that is more expensive than another plain white tee solely because of the name and logo that carry the shirt to a different level, and by extension put them on a particular kind of social space. There are people who would pay more just to associate themselves with that logo printed on the shirt so as to increase their social capital. What the logo does for the brand is to create instantly in people’s minds an impression of the brand’s personality and thereby influence them in perpetuating the brand’s image.
Visual vs Text
There are at least two kinds of logos used by brands and companies – visual logos and text logos. Some companies use just their names as their logos. Examples of this are Google, Samsung, IBM, ESPN, Canon, and Visa. Then some brands make use of just visual logos like the ones we first mentioned in this blog. People have learned to associate the swoosh with Nike, the Golden Arches with McDonald’s, the bitten apple with Apple, and the mouse ears with Disney. However, there are also brands that combine their names with some graphics, which they then use as their logos. Some of these brands are 7-Eleven, Goodyear, MTV, and Burger King.
In the same study mentioned earlier, the authors argued that the use of visual symbols alone for logos are likely more efficient at producing emotional links with consumers than the use of brand names alone. One major reason for this is that people find it easier to interpret symbols, like the graphics used as logos, than words. Sudio Sudarsan, a brand strategist and consumer behaviorist, reasoned that the objective of symbolism particularly in branding is to develop the value of what the logo symbolizes. This goes back to our interpretation of how we conduct ourselves when faced with a choice between a $2 Starbucks brewed coffee or one we can brew at home instead, or why ladies would go gaga over a $200 Kylie Jenner Birthday Edition makeup collection instead of getting an unknown brand’s makeup kit that’s 70 percent cheaper.
The associations that people have with brands are an important factor in marketing and advertising. Brand names and logos reinforce the same connections. There have been in the past either digital or print advertisements that made a substantial impact just by using the name or logo of the brand like the McDonald’s Wi-fries:
or Nike’s advertising campaign
In advertising and overall branding, logos provide opportunities for companies and marketers to reimagine the essence of their brand by letting consumers create strong emotional associations through such visual symbols. There is indeed something about logos that can either draw a person closer or not to the brands they represent.
Thanks for reading, Jean Pierre Francois – Business Development Manager – Digitized Logos Inc. – jean.pierre@DigitizedLogos.com
Earl Jonathan Tech is the founder and the author of PrintMeister, one of the newest online companies offering customer-focused printing services in Sydney, Melbourne or anywhere in Australia. He is an advocate of the arts, dedicating a part of his time in the conceptualizing, production and appreciation of art pieces.