One of the things that makes the Nike Swoosh so successful as a logo is that it reflects its business. The name Nike represents the Greek goddess of victory, and the swoosh reflects the speed and flight-like qualities that users might experience while wearing the shoes. Other brand logos clearly show what the company does, which helps consumers understand what you can do for them immediately. Swirl frozen yogurt has a little swirl of yogurt as its logo. This prevents consumer confusion. Most good logos have a reason for choosing the images used in the logo
And, while it’s true that logo design is only a part of a company’s brand, it serves as the foundation for the entire narrative on which the brand is built.
Colors, tones, fonts – all of this is determined by the story you’re trying to tell,and your logo sets the stage for this story.
These elements will later translate from your logo onto all of your branding materials – letterheads, business cards, landing pages, you name it – creating a concrete, marketable brand identity.
A company can use the color schemes of logos to help develop an emotional tie to a product or brand. One company selling juice might use orange to evoke happy feelings about vacations in the tropics, where another company selling high-end watches could use black to keep with the formal feel of black-tie events. Green suggests cohesiveness and harmony, often with Mother Earth. Understanding how every component affects the perception the consumer has is important, down to the primary and secondary colors used in the logo.
Say it with me: Consumers crave consistency.
As your brand grows, your logo is going to become more familiar to a wide range of consumers, and this familiarity creates the perception that you’re trustworthy and accessible.
Think about it: When you’re out shopping for workout gear and suddenly spot track pants with the Nike swoosh, you’re instantly ready to buy. Why? Because with Nike apparel, you know you’re in safe hands; Nike is a brand you trust. Trust is built on a well-designed logo, and brand loyalty is quick to follow.
Once they like you, your customers are going to seek you out again and again – and your logo is the thing they’ll look for first.