The Logo and the Brand are simply inseparable. A strong logo is as essential for branding as a strong branding is essential for a logo. But there’s one piece that unifies the two: the brand identity. When it comes to creating a successful business, its identity is the foundation that holds everything together.
Brands can be seen as the emotional and intellectual protection of a company. Clients associate their opinion regarding a product or service based on its brand. Here’s where the name of the company, the logo, and its identity plays a major role.
The identity of a business includes all the visual aspects that contribute to making it unique. These include color schemes, packaging, fonts, products, and most important, logos.
The logos are symbols that tell apart any type of organization. We are talking about visual clues that can trigger the emotional responses mentioned earlier. Essentially, the logo’s design represents the brand’s foundation and it is crucial for the visual identity. Some of the best logo designs can make a company world-wide known.
The Siren Design
Let’s think of the undeniable success of the Starbucks’s two-legged mermaid. Chosen initially due to the companies origins, the name Starbuck comes from Moby Dick, and the home city Seattle is built around the harbor. The siren’s logo evolved together with the brand, which became a global reference with over 20,000 store around the world. Its estimated value is 77,87 billion dollars.
After the most recent rebranding process from 2011, the creative team from Starbucks doesn’t feel like the name of the company or the word “coffee” should be on the logo. For this company worth billions, the siren is enough.
She is not a real person, but we kind of think of her as one. She’s the biggest symbol of our brand, really, other than our partners (employees). She’s the face of it,” said Steve Murray, a creative director in the Starbucks Global Creative Studio.
Starbucks is an amazing example for what a logo with a universal character can do to achieve the success of a global brand. But don’t forget that the logo makes up only a small part of the identity of a company. The market is flooded with businesses nowadays; in order to have a voice in this “chaos,” the companies need to make their brands renown digitally. This begins with incorporating logos in web design.
We live in an era of information that comes in abundantly – a raw truth that is less likely to change any time soon. As a result, transmitting information quickly and clearly is crucial factor in the sustainability of a business on the digital market. Therefore, the digital branding depends on utilizing powerful images that identify, but not explain. These images bring up memories and experiences in the mind of the client in no-time. The images need to be interactive, and are able to bring a brand to life on the screen. The logos are images.
Adding the logos to web design becomes a major party of the global branding. The well created logos have the power to assure a trust and loyalty feeling in relation to the company. Take Apple, Coca-Cola, and Microsoft for example. These giants have a well constructed action plan regarding the integration of the logo in webdesign. Actually, most of the times, their logos act as turn on/off buttons for the website. Not only do they use their logos to stimulate trust in their products, but they also stimulate similar feelings online.
We certainly are a digital society. But we also are part of a mobile era. In 2016, the usage of Mobile Data has surpassed internet usage on desktop for the first time in history. Ever since, the usage of mobile data has been increasing steadfastly.
But what determines such dramatic usage of mobile gadgets? Interactivity. The more the digital media continues to grow, the more the requests and the consumers’ need raise. The consumers want interactive experiences that engage them and make the information come to life on their screens.
Let’s review: the efficient logos identify the brand, but do not explain them. The logo is simply the “touch face” that triggers memories in relation to the brand.
How can we conclude all of these? We are part of an economy that constantly changes and evolves. Without efficient web and mobile platforms, any business is inevitably lost and forgotten. The truth is that establishing a firm presence online is essential for your brand. But an online presence and a successful brand requires a solid foundation, a visual identity/ The first step in setting this identity is the make of an well-designed logo.
We hope all this information opened your eyes towards the importance of a good-looking, powerful logo. We welcome any quality design-related content on our blog. If you are interested in having your work featured here, email us at [email protected]