Logo & Brand: Finding the best logo for your brand means finding the best solution in creating a better identity.
Consumers recall brands more which stick well in their mind. The problem lies in knowing which ‘logo’ is best for the brand and there comes the requirement for conducting consumer research. As it’s unique to the brand, it has to be well accepted across the geographies. To conduct research with a larger sample, technology has to play a larger role.
To know the absolute effect of it on brand perception, following steps is needed to be taken:
Select important markets for the brand
Decide target consumers for the brand on the basis of age, education, occupation etc.
Observe changes in consumer preference after placing product without the logo and then with logo
Detailing likes and dislikes about it
Continue this process until the final decision has been taken
Understanding the product or service is very important in deciding the brand logo. It is needed to keep the product or service in mind when research on logo happens. The link between it, the product, the history of brand decide the fitness of the logo. Think about the brand ‘ebay’ – they went with multi-coloured as they offer wide variety of products and services. On the other hand ‘Virgin’ went with the red coloured font to portray the brand as young and dynamic.
The matter becomes more difficult when brands decide to change it. Very recently, ‘Instagram’ has changed its logo and faced the criticism from the users.
To launch brand logo, all teams i.e. Researchers, designers, marketing, strategy etc. Need to coordinate with each other, which will ensure an effective logo design program. It is so ironic, that to decide just the logo becomes a mammoth task. The loyalty of the brand is at stake when brands decide their logo or modify them.
“Logos are a graphic extension of the internal realities of the company”, said by Saul Bass, an American Graphic Designer and Academy Award Winning Film Maker.
