This is a common misconception, and I’ll tell you why! Most people go through their entire lives without questioning the impact that logos have on their lives. That’s not a bad thing, unless… you are a business owner or in a position that requires you to market a brand or product.
It is not hard to find someone who can throw together a couple of shapes, add in a couple of letters, and call it a logo. Those who don’t know better, breathe a sigh of relief and think ‘Ahh, I can tick that off my list!’.
Is that logo assisting you to sell your product or business?
A few of the questions you should be asking are, is that logo assisting you to sell your product or business? is it the right colour for your target market? Were your target market even considered, to begin with?
Our lives are ruled by logos. From the phones we use to the cars we drive or the clothes we wear. Why do we choose the things we do? because some clever designer has gone through the painstaking task of developing a brand identity and logo that you, the consumer, would like enough to make it your own.
In most cases we provide people with a service or product that is not entirely unique, there is a flurry of competitors out there doing exactly what we are doing to sell a similar product or service.
So how do we ensure that the consumer chooses us?
Well, the first thing we need to do, is accept that the consumer is a person, a flesh and blood human being with emotions and past experiences. This is why understanding who your target market is, is so important. Your brand identity and logo needs to appeal to those emotions and past experiences.
Its no use if some hotshot graphic designer has photoshoped some crazy electricity bolts with gothic fonts and a bunny, added in your company name and presented it as your logo. This may have appealed to you and your designer, but what about the consumer? Unless your target market are Zeus loving gothic kids with bunnies, your logo is destined for failure.
So, the short answer to the question,“No, a logo is not just logo. It is the essence of your business. It is what you stand for, and the trick is getting people to believe that just by looking at it”