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It’s hard to imagine a prospering brand without a distinctive logo. The company sign is very important for the brand’s strategy, it’s its fundamental part and a starting point. Logo draws attention, creates associations, stays in the memory and influenced the way we think about the product. Well designed logo highlights the character of the brand and the specific features which make it stand out. It makes the communication with a client significantly easier and in consequence easier way to sell products
Logo – a visual power
Why is it so important for a company to have a logo? It’s easy. We remember images better than words, this is why the name, albeit a very catchy one, will not be sufficient. The logotype is a unique graphic which identifies the brand. It might be the most important investment in the history of a company. Let’s think about companies like Apple or Nike. Would their products be as popular if the company had nothing else than a name? Would they stand out among other products in the same category?
In current time the purchasing decision is made in a blink of an eye. We haven’t got any time to compare, analyse and think. That’s why we reach for products with a logo we recognise. No matter if we saw it in a commercial or on a shelf at a friend’s house. If it caught our attention then you’ll be able to notice it while browsing products – it’s familiar which means it inspires trust.
Logo is a key to brand’s recognition
The company’s logo should be clear, modern and functional. The logo should represent company’s personality, ambition and values. The logo should be created in the early stage since it needs to be present in promotional materials since the beginning. Name, logo, slogan, product functionality and associations with the brand – these elements should be parts of a marketing communication and each of them depends on a character and values of the brand.
The Indigo Logo was crucial for the first few years when it was important to distinguish the brand from a competition in (very saturated) nail art industry. Now the characteristic wave above the “i” is clearly associated with gel polishes. The name refers to the strongest point of the brand – the amazing colour range and it sounds “international”. A great logotype has stopped the brand from being anonymous and made it recognisable around the world in a couple of years.
Obviously, you need to remember that logo doesn’t promote itself. It needs to stand for quality, innovation and functionality. It emphasises the characteristic, good and outstanding traits of the brand. It expresses the personality and values. It’s the crown jewel of promotional activity.