When viewers associate a name, slogan or a design with a product/ service, it marks the formation of a brand. The degree of brand recognition being induced by such name/ mark henceforth determines the popularity of a brand. However, the transformation of a name/ mark to a brand takes time. Brand recognition is a process that is not built overnight. It is created with continued use of such products or services along with advertising and media promotions. A brand is a recognizable symbol that relates to a particular product/ service and creates a certain degree of anticipation around it. The representation of brand particularly plays a major role in defining its popularity.
So, what represents a brand? A brand is represented by a name, term, sign, symbol, design or a combination of some of these. A logo by far plays a major role in the identification of a brand. Viewers relate a brand name through its logo. For instance, the logo of Nike, Samsung, Coca Cola and many others trigger immediate recognition of the company’s brand name. A mere glimpse of the swoosh symbol on a sports cap is enough to determine it as a Nike product.
A good logo design can go a long way in facilitating the brand building process of a product/ service. As a logo is designed to register immediate recognition with the consumers, it should be unique. Uniqueness of a logo is necessary to avoid confusion among the target consumers. In a competitive market, it is uniqueness that helps a brand stand apart from the rest. A unique font, a distinct color, a strong message, an eye-catching design, or anything radically distinctive can work wonders for a logo. For instance, the distinct shade of pink in Hutch triggers immediate recognition of the brand. According to its designing firm, the color pink is brave, confident and exuberant and goes with the product. Hutch has a wide market in India, where most of the brands use the primary shades of blue, red and green in their logos. However, it’s the unusual shade of pink that stands tall amongst all of them owing to its distinctness. Powered by nation wide advertising, Hutch has successfully re-branded itself with just a change in color of their logo.
Apart from being unique, a logo should represent the brand/ company appropriately. A great design with a strong inherent meaning can be just the right thing for the brand. For instance, the arrow between the letters E and X of the well-known FedEx logo goes a long way in emphasizing the speed in its service. The USP of any courier company is its speed of delivery to the right destination. FedEx being a courier company is no different. The subliminal arrow in its logo design not only enhances the credibility of the logo but also gives the brand a better outlook altogether.
Logo designing is a work of prime importance for any organization. Companies should get this done by experts who have specialized in designing great logos. Though uniqueness and relevance are primary considerations, a good logo should retain its influential value and integrity irrespective of its size of reproduction and context of usage. A combination of extensive research, great designing skills and strong business sense can only translate into the creation of a good
business logo design which, in times ahead, eventually becomes synonymous to the brand.
