Often the single most visible expression of a brand’s identity is the logo. It’s the company signature, the brand icon and the banner under which one does business. A logo design should complement your company core values, ethics and vision. It also must reflect your brand positioning and desired image. Recognition is one of the main factors of successful branding. A strong identity, especially in logo or logotype, strengthens your brand, making it recognizable to the target audience. Brand is what your customers experience and it is important that the experience is consistent for them. Your company branding and marketing efforts depend on visual consistency and a quality logo that clearly represents your company. A good logo leads the viewer to the pertinent; it is what potential and existing clients or customers memorize first, how it creates positive associations and how they will accept your company or product.

Create a strong logo to stand out to consumers, ensure they remember your brand, and cultivate positive associations with you. Logos have a deep symbolic association connected to people’s memories and emotions.

If your logo looks unprofessional, people will undoubtedly question how well you’re able to deliver your products and services. Have you ever hit the back button or chose one company over another simply because they look more legit? People make snap judgments and poor design makes people leave.

Let’s take a quick look at Nike for example. The swoosh is just a swoosh. But, the connection we have to that symbol has everything to do with their vision of making the world a better place through running. That powerful idea defined their brand and their logo communicates that, empowering their business to thrive. Over time and with lots of consistent brand marketing, your logo should do the same for your business.

Nike logo timeline

The Nike swoosh along with the slogan “Just Do It” went through a series of changes with time. It finally became the iconic logo we see and love today.

Remember, a company with a weak or inappropriate logo is the same as a house with a weak foundation. If your foundation is not built correctly, it will not support the structure - it is as simple as that. And as a consequence marketing efforts will not bring desired results and basically your marketing dollars will be somewhat wasted. It’s simple, a strong corporate identity strengthens your brand and increases recognition with the target audience...the logo leads the way.