Importance Of A Good Logo? The world demands today’s companies to affirm their new identity from a perspective, in a task where the construction of a good logo rather than a detail, is a mandatory step towards definitive distinction.
Importance Of A Good Logo
Every company necessarily has a logo . You need it to exist, to have your identity and presence in the market, reach your potential clients and build loyalty under an image, a point of reference, a symbol that summarizes the idea of what you do, what is and what is offered. A company could stand out for performing a good service, doing good brand work, selling quality products or practicing the best corporate policies. But if you do not have a logo that defines the values and messages that you want to spread, will always be subject to remain anonymous. He was told in 1886 by the accountant of the pharmacist John Pemberton, Frank Robinson, when he wrote in his own hand the logo that would lead Coca-Cola to differentiate itself forever from other beverages that were sold on the streets of Atlanta, United States. The publicist Rob Janoff knew it by concentrating Apple’s old Darwinian logo on only one apple bitten in 1976. Or the then design student Carolyn Davidson with the victorious Greek logo of Nike in 1978. And like this, thousands of other cases. This is the thing that we are talking about the Importance Of A Good Logo.
The power of an idea
Regardless if the company is very small and with few resources, or a company with growing capital, having a good logo can always be the spark that throws it to stardom. The great Swiss brand consultant, Jörg Zintzmeyer, in the second chapter of his book Logo Design, understanding this highlighted the importance of owning a good logo and stated:
The logo can be so powerful that it suffices to see it so that millions of dollars, thousands of workers, managerial plans, stores, factories, and thousands of other elements are summarized in a single drawing. That goes for any head that for example, sees the Renault diamond or the three-pointed star of Mercedes Benz and immediately is transported to an irresistible feeling of vehicular elegance. With Adidas and its three stylized bars with the resistance and quality in the dress. With Channel, Givenchy or Boss and seduction and refinement. With Starbucks and the warm and fragrant comfort of an unrivaled coffee shop. With YouTube, Twitter, Facebook or Google, and the feeling of reaching the world with your hands. This is the thing that we are talking about Importance Of A Good Logo.
However, the construction of an identity is not simple. There are logos and LOGOS. The former abound, without pretension, satisfied with being the image of a company, but not the company in an image. The second, brilliant and lucid, are the result of a detailed and professional process and analysis. Both saturate the world, coexisting, coming together but never mixing. They are everywhere. Did you know that it is estimated that each person receives around 3,000 advertising impacts per day?Walk down any downtown street and you will see that in the stained glass windows, in the facades of the stores and shopping centers, in the cars that move, in the food that is sold, in the announcements of the tall buildings, in the clothes that you wear, in the things he carries in his suitcase or in his wallet, and in a thousand other spaces, there is always a remote-controlled message derived from advertising, a logo that seeks to convince him to get a place among his preferences, and asks him to choose between the endless products and services available in the market. But can you all get it?
The answer indicates that “something more” is needed than just a design to highlight. The eternal competitiveness has made it no longer enough for a firm to be only good, beautiful and cheap. The turbulent market conditions, product of the pressures of globalization and aggressive competition, have caused that the management of brands has greater importance than ever before, because it is not the same to compete in the closed economies of previous decades, that in the globalized world today. This search for differentiation has motivated the birth of a new term that is branding,
The Importance Of A Good Logo
The importance of the logo, therefore, is indisputable. Especially in times when making a difference is increasingly difficult, since quality and costs have long ceased to be a mere differentiator. If this is the case, how to become an oasis in the desert? A turning point? A breath of fresh air? Or saying it more simply: How to be unique? For Tom Peters, declared guru of gurus by The Economist and Fortune magazine, what constitutes differentiation is precisely part of the intangibles of a company: value, credibility and uniqueness of a brand, and how to present them. He also tells us that the success of a company is not in its products, but in the values that are intended to be transmitted with it. “First of all,” says Peters, “the idea is to show that a brand is not just another product, but a way of life.”
In this process -which doubtless fits- the logo has a preponderant role since apart from representing, it must know how to differentiate. A logo sells and generates identity. It emanates personality, is more direct and captive, attracts, likes, and generates an emotional bond. A client can be seen at some point in front of 2, 3 or more products with similar characteristics, but when choosing, it will privilege the one that offers an experience, an attitude towards life, or any other that the others can not have. The logo and prestige of Volkswagen remained intact despite the fact that the original business of the company, the war machine, was banned in Germany after World War II. The change of BMW’s turn to cars far from weakening them, made them more powerful. A history and positioning summarized in a logo were his greatest guarantee. This is the thing that we are talking about Importance Of A Good Logo.
The power of a logo is also reflected in McDonalds’ own history. Until the beginning of 1962, the company outside of its local scope in California, was nonexistent. But Jim Schindler decided to change the story by creating the famous emblem of yellow bows in principle to invite other entrepreneurs to be part of the franchise and then to captivate end consumers with a playful and youthful aspect that remains until today. Red Bull would be no more than any drinks company if it would not make its famous logo of the bulls a synonym of adrenaline, freshness and rebellion. Or Nintendo, that in 1975 found in a classic typeface, with some finer strokes than others and surrounded by an oval, the simplicity that it looked for since the card manufacturer Fusajiro Yamauchi founded it in 1889.
Everything enters through the eyes
Each logo is itself a separate world. There is no uniform criterion and its application depends on the company to which it will be directed. And within this premise there are infinite variables that must be analyzed: Generational and socioeconomic segment to which it will be addressed, strengths, weaknesses, level of competence, item, investment capacity, values to be exploited, impact to be achieved, etc. . Not to mention the graphic process implicit in the creation of a logo, which is also in itself a universe of its own (typography, color, style, simplicity and more). This clearly requires a filigree work in which we can not external for the various items that it requires to enumerate. (There are excellent blogs on the web that can help supplement this information.) We will quote some for this occasion:Logo Design Fundamentals – Fundamentals for the Design of Logos , or this one, of simple information but very precise: 12 essential rules to follow when designing a logo – 12 essential rules to follow when designing a logo ).
So many things to evaluate reveals the complex work to be done but also the intense and fantastic challenge imposed by a good branding job. A strategy of correct and effective impulse can lead us in a short time to a new positioning in our area, hence why today in the advertising field a logo, that is, a good LOGO, can be something like a panacea, a pole of conscious or unconscious attraction, or for a general understanding, how to achieve a love at first sight. A study by Arellano Marketing from May of last year, found that in the Peruvian collective ideology the 10 most recognizable firms were Claro, Toyota, Inca Kola, Cristal, Nescafe, Saga Falabella, Sodimac, BCP, Movistar and Plaza Vea. In that order. Just close your eyes and think about each of them to check it.
The later also highlights why a good logo is so necessary: because it matches the conditions of the game with the competition, highlighting the main thing and exploiting the best that one has. In the field of logos, the winner is not always the most powerful, the one with the most money, the one with the best sales, but the one who works with the best team of designers wins. A logo can help a company overcome its competitors, if not through what they produce, through what you see of them. The public will almost always be attracted by the logo of a company rather than by its products. Of course, if the products offered are deficient, there will be no logo to save it; but if you have confidence in the products you produce, do not save efforts to achieve an excellent logo design. This is the thing that we are talking about Importance Of A Good Logo.
Give me a logo, and I’ll turn the world
Examples in the market there are thousands. Federal Express was an average logistics transport and logistics company until a new corporate policy and the design of a new logo in 1994 led it to compete and then to surpass giants of the line such as DHL, this time under the name FedEx . The yellow curved arrow of Amazon, which is also a smile, fitted precisely with the idea that since the late 90’s its executives were maturing: a happy feeling for the complete and immediate satisfaction of its innumerable online sales services. Since then, a lot of water has flowed under the bridge. Its diversified presence is global, and its process of growth unstoppable. This is the thing we are talking about Importance Of A Good Logo.
We as a country can attest to that. Until the beginning of 2000, Peru was a second-class tourist destination in Latin America, not to mention our location in the world order. But since 2009, and as part of an unprecedented promotion strategy, the process of building the Peru Country Brand was decided, seeking to boost those commercial sectors with greater international exposure: tourism, exports and the attraction of investments. A year later saw our classic spiral “P” whose allegory to the lines of nazca and red tones have transcended borders returning us to the first world plane. One more example: LG Group was until 1995 simply LG or less ambitiously, GoldStar. Its potential and good products motivated the company to take advantage of its own name to reformulate itself in the classic red disc with white letters, and a slogan that would give it greater depth: Thus in 2009 the campaign was born where they suggested that LG was simply ” Life is Good “(Life is good). And everything changed from very good to excellent. This is the thing we are talking about Importance Of A Good Logo.
A novel visual approach can make the paraphrase of Archimedes’ words (“Give me a point of support and move the world”), can come true. Then the logo can aim not only to overcome its competitors but to attract an audience that was not interested in the products offered by its competitor not because they do not want those products, but because they do not feel identified with who sells them. Your logo can then separate the waters and even target a target group that your competition has not taken into account. The times are different. Now it has the capacity and mainly, with the weapon for the new adventure. Your logo will open the doors that were previously forbidden. Make sure that the product behind you has the same strength. This is the thing we are talking about Importance Of A Good Logo.
Finally, the first impression is everything. Make your logo change your world and your business, and above all, turn to professionals. The result will be worth it and you will obtain a product analyzed and studied that will be deeper than your only inspiration and a design that you have made in Microsoft Word. Staff Creativa is a team of professionals who provide an integral service through a professional graphic work based on the analysis of the communication objectives of the companies. They develop integral projects that include from the design of logos , stationery, brochures, catalogs, editorial design and of packaging, as well as the best web implementation on the internet and interactive media. Well-known brands such as Levis, Sodexo, LAN, the Dakar Rally, Norky’s, and many more, count among their clients . Be part of them. Remember: the visual is the important thing. Seek to build it. The opportunity is near your door, just let it in. This is the thing we are talking about Importance Of A Good Logo.