More than just the swoosh, an iconic apple and multi-colored circles:
The Importance of Logo
(Source: Philippine SEA Games Organizing Committee)
A logo is a company’s first introduction to consumers – it reveals and builds its brand identity. In just a glance, it can quickly grab the viewers’ attention. Being an important tool to communicate a company’s core values uniquely, a good logo must be attractive and aesthetically impressive. Consumers are judging businesses and organizations by their appearance as much as by what they do.
Talking about how the viewers could react on a brand’s identity, the proposed logo for the 30th South East Asian Games has garnered mixed comments (mostly negative), after it was presented to the public. “The ugliest logo ever”, “A five-year-old can even draw that” are just some of the few comments revolved in social media platforms. Will it be retained or the government might consider the proposed logos reimagined by concerned netizens? Despite drawing flak online, this controversy obviously teaches us one lesson: logos indeed are very important! Here are some of the reasons why:
-
It makes a great first impression
A well-designed logo entices the audience. The more appealing it is, the more the consumers will be drawn to learn more about the brand itself. But if the logo is not visually attractive, it could be the other way around.
-
It is the face of your brand
Your logo tells the world about your brand. It screams out the quality of the services and/or products that you offer. Brand perception is always influenced by your logo – the way your market looks at your brand is through it. A good logo must be attractive and easily recognized.
-
It distinguishes you from your competitors
Your logo is the key to distinguish you from brands of similar products. For how many times have you dined in an Italian restaurant that has a logo that features a mustached Italian chef with the long white hat? A great logo reflects who you are, but it should also distinguish you from everybody else. A great logo shouldn’t be afraid to be different.
-
It reflects your business/organization
“A company’s logo is its shorthand – a visual cue that tells a story of the brand’s culture, behavior and values,” Matthews Hale of the design firm Lippencott says. People tend to associate a high-quality logo with the quality of services provided by the company.
-
It has its own value. Yes, figuratively!
Could you believe that a simple symbol that represents your brand actually has its own value? According to Forbes, the world’s 100 most valuable brands are worth a staggering $2.15 trillion. Some of the top brands with most assessed values are Google, Apple, Microsoft, Facebook, Coca-cola, Nike, Samsung and Amazon. This only proves that intangible assets like logos & trademarks, brand names, patents and copyrights are considered in the valuation of the company as a whole.
A great business or organization cannot withstand without a great logo. It can literally make or mar the brand as it is the focal point where customers can associate themselves with the company. It is not just a simple marketing tool – it can also help define how much a company is worth.
If you want to know the value of your logo and how brand valuation is done, please click here.
