Because it carries the essence of your brand…
The idea of writing this article came to my mind when I saw my Creative Head racking her brain over the design of a client’s logo. “Serendipity” is what people call it…well I would simply put it as shooting two birds with one stone…I agreed to do the research work for her ( in order to gain those brownie points of course;) ), simultaneously I would also get enough material to write an article for my blog…so much so for the inspiration behind this article.
Now first things first. How important is that Nike “swoosh” or that arrow hidden within FedEx? Would it really matter if Nike chose to have a bird instead of a tick as their brand icon? Perhaps not. Nike is what it is because of the relationship it has with its customers…whether in terms of the product, the service or the overall experience which the customer has while having a Nike on. Even if Nike chooses to have a new logo in the future, I do not think that any of its clients would switch over to a competitor brand just because of the change in its logo.
So why do marketers spend huge amounts of money and resources in getting their logos in place? Why do people (like my creative head) spend sleepless nights imagining circles and squares in the air just to get that perfect logo? Are they simply crazy or does it actually make some business sense?
The Wikipedia defines logo as- a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition.
A logo is like your name. It represents you. It carries your essence. It is what distinguishes you from the crowd. You may choose to change your name sometime in future just as you may choose to change your logo in future. Nonetheless just like your name, your logo too carries a baggage- a baggage of whatever your brand stands for. It is an icon of your identity. The colors, the graphics, the typography…all play a pivotal role while zeroing in on that perfect representative for your brand.
So the next time you see Coca Cola’s cursive logo or you encounter that Golden Arches of McDonalds, remember a lot of thinking has gone behind executing it!