If one equate brands to eminent personalities, what separates the former from the latter? Brands have names like humans do. But, they also have a visual identity in form of logos, much like humans have their faces. It is the logos that stand out, creating a brand recall.
In a promotional space that is overcrowded with products, does it not often happen with most of us that we can’t remember the name of a particular brand but effortlessly remember the logo? So, by virtue of our photographic memory, we remember the logo that stands apart, thereby recalling the name of the brand, and eventually the product.
Branding is, after all an exercise in creating ideas to increase sales of the product in question. Creating the right logo is a bright and beautiful start to establishing a brand in the market.On that note, here are five key logo design considerations for an effective branding practise:Keeping it simple and homogenous is an underrated aspect of designing logos.
While standing out and being different are the basic purposes of a logo, it is important that it is aligned to the inherent quality of the product and vision of the brand. So, while creating the logo, it is important that the message the logo conveys is in sync with other visual assets of the brand as well as authenticity of the industry.
For example, automobile major, BMW’s logo has its name mentioned along with the use of white and blue colours, which is a tribute to the company’s history in aviation as well as the official colours of Bavaria where the company hails from.Letting meaningful minimalism rule.
A logo strives to create an indelible identity for the brand. But, in that pursuit, complexities of designs are the most common hindrance. Less is more when it comes to a logo. Hence, a minimalistic approach helps while designing a logo. A logo that is stacked with too many implications may make a lasting impact but the message is often lost in translation.
For example, the iconic logo of shoemakers, Bata, is so simple that one may argue it is not even a logo. The company’s logo is its name written in red against a white backdrop. It has remained the brand’s identity for years.Fluid and flexible does the trick.
The identity of a product, much like a person’s, should be accessible everywhere. Distortions defeat the purpose. Hence, when developing the logo, it is important that it is designed in a manner that it fits every frame that one can think of – a billboard, a wallpaper, or a leaflet – and yet retain the same appeal.
For example, the US-based retailer, Target has a simple logo that symmetrical, clear, and fits any frame, without losing its meaning or appearance.Protection of identity.
A lot goes into building a brand identity
, and it is aimed at creating and retaining a loyal clientele. Hence, it is important that a logo is protected. The use of the logo by the media, the affiliates and the third parties should be regulated as per set guidelines in order to preserve the sanctity and the success of the identity.
In order to establish the brand identity and, thereby, develop ideas to increase sales, creation of a logo that ticks all the right boxes is vital to the eventual well-being of a company.
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