Why Do I Need A Logo?

Logo the only way to GO GO
The 'swish' of Nike, the 'one bite' of an Apple, or the font of 'Coca Cola'. 

What do they all have in common?  Instant product recognition. 

This is what a logo does for a product a service or even a concept. We are living in the age of media; images abound and the attention span of the consumer is pulled in many directions. We are bombarded with messages and images everywhere. Television, the internet, the bus driving past, the bus stop, or even the t-shirt or running shoes we wear sport a logo. Merchandising and logos are a part of our world. 

Take some time notice the number of logos you encounter in day - and most importantly the impact they create in you. Effective marketing can with a mere image evoke emotions in the consumer. 

A good logo can span language and culture. They can be a unifying denominator. Travel the world, and even in the heart of Asia the 'Golden Arches' will evoke that feeling of home and of course a craving for fries. 

As the saying goes – a picture is worth a thousand words. There is not always time to convey in detailed words the message of your brand or product, this is where your logo comes in – it represents all the words and meaning of your product.

Establishing an effective logo is comprised of several steps. 

Step 1: create a design that is appealing, bearing in mind that color and letters and even images can mean different things to different cultures, if planning to work in the global arena this must be taken in to account. 

For example years ago a baby food company decided to market their product in a country where illiteracy was prevalent. After several months on the market they could not determine why their product wasn’t selling, so they went in to investigate. Turns out that cute baby picture on the bottle which inspired great sales in the US suggested to the locals that was what was IN the bottle! Once the image was changed sales soared as anticipated.

Step 2: associating that logo with your product. Every opportunity to promote your logo must be employed. Of course on the product itself, all letterhead and correspondence even your website. Consider promo items, pens, baseball caps - all the better if the associated promo item reflects your product.

A loyal purchaser can recognize 'their' brand by logo from 20 paces. That is your objective.