Logo is not an abstract picture or a set of symbols. It should not be complicated or state the whole background of the company. It should not even please the friends and relatives of the brand owner. It has very different and much more objective tasks.
Logo always works on company image. It provides visual contact with the consumer. And it can visualize certain features, traits and advantages of the brand. Ideally, it is developed together with the general corporate style that reflects the mission and essence of the company. Visuals and color schemes are closely linked to the line of business and the type of goods or services. But this connection doesn't have to be literally head-on.
1. Competition
Dozens of manufacturers produce similar products and services. Because of this choice, customers often choose just a pretty picture that evokes more trust in them. So it is the visual style of the brand largely determines whom people will prefer in those last few seconds of making a decision. Therefore, it is important that the logo evokes pleasant emotions and associations with the target audience.
2. Trust
This point is closely related to the previous one. Not every brand has its own original corporate logo and style. But it is an indicator that the company is willing to pay attention to the little things. If you care about customer love and trust, you definitely need a good logo. Think back to how often you yourself buy something without a clear identifying mark. A logo is a guarantee of the quality of the product you are giving your consumers.
3. Aesthetics.
Another point that stems from the first. Visual style isn't just about recognition, it's also about beauty. And all of us actually like beautiful things. Therefore, a stylish and original logo - a significant plus in the piggy bank on the way to success. Of course, few people buy goods just because of the beautiful labeling, but it's always a nice bonus. While aesthetic value is a subjective issue, there are now plenty of studies and tools that allow you to design the best logo for your target audience.
4. Promotion
You always need visual materials for a good promotional campaign. It does not matter if it is printing, advertising on instagram or a video on television. For promotion, you always need a recognizable image. Therefore, the logo is repeated everywhere - on business cards, banners, ads, in social networks, on packaging and souvenirs.
5. Rights
Of course, the legal aspects are much more complex and profound, but a logo on products is still another way to protect it. Another company can't use your visual style and copy product packaging or labeling - it's illegal. So a company logo is a kind of additional protection against fakes and unscrupulous competitors.