We’ve known companies’ creative logo designs that captured not just the eyes, but also the hearts of millions of consumers. The logo, your business’ face, projects the services or products you offer, and catches the attention of your target audience. Logo branding empowers graphic designers who then contribute to the businesses’ manpower.
Now that we’re in a pandemic, brands like McDonald’s, Burger King, and Coca Cola modified their logos on different media just to help promote safety and spirit to all people. With a billboard ad with distanced letters of the brand name, Coca Cola strengthens the protocol of physical distancing in public places and from people who aren’t usually with us at home. In this case, the ad shows the brand’s marketing strategy and its graphic designers’ artistry—both unified to present a health reminder amid the crisis.
Branding manifests marketing and artistry in the virtual world of businesses. This combination can be very powerful in attaining success by projecting your business’s visual identity to invite your target audience. First, let’s hear it from the marketing side of the business logo design.
Marketing: The Science and Psychology Behind Logos
Virtual platforms are more important now that most employees work online. In the virtual world of 2021, logo branding can be your marketing strategy that visually represents the experiences felt in your business. Social media usage has become an arena for businesses as people reach out for products and services online. Once they find your business, they first recognize your logo possibly making them support what you offer.
Your target audience may see beauty and artistry in your creative logo design as brand aesthetics along with typography, color palette, etc. When they’re enticed, they might get motivated to support your business. In this way, it’s not just beauty, but also a form of marketing communication to your target audience.
Further, science tries to explain how we perceive logos that may stimulate emotions and past experiences in consumers. The cognitive perception via the senses processes the current event with the previous experiences. Finally, the brain makes reasonable and familiar connections.
This is why colors, for example, bring emotions that affect your consumers’ decision whether they’d support your business. Some cultures might be offended when they perceive bold colors such as green, blue, or red. Some might feel that they’re soft and kind. Others say that the boldness of these colors gives a vibrant feeling. On the other hand, people feel that pastel ones give weak and subtle emotions. White, for others, is purity, while it can also be death and sadness.
For the social media app, Twitter, the blue bird logo represents the sky on a perfect day. This color gives a feeling of dependence as the app gives information and trending topics and events in real-time. Additionally, like an electronic journal or freedom wall, netizens get comfortable ‘tweeting’ about their feelings, thoughts, and stories in their everyday lives.
Pepsi’s logo colors, on the other hand, give the social feeling of patriotism. The American company logo design used red, white, and blue during World War II to show patriotism. Now a world-famous soft drink, Pepsi still humbly welcomes devotion to its country of origin.
Another consideration to design a logo is the shape—in which our subconscious minds respond in diverse ways to diverse logo shapes. Circles, ovals, and ellipses imply a positive emotional message about relationships and unity. Squares and triangles give the ambiance of stability and balance. Lastly, lines have two different feelings for your target audience. A vertical line is associated with masculinity, strength, and aggression. On the other hand, a horizontal line suggests community, tranquility, and calmness.
There are logos with “unconventional” colors, shapes, and lines that also imply an idea or emotion to your consumers. Cases of incomplete logos like IBM, according to a 2011 study, give people perceptions of being more inventive, but less trustworthy.
Research published in the Journal of Marketing Research says that descriptive logos—those with text and/or visuals—can increase net sales and consumers’ willingness to buy. This is because the authenticity looks more heightened in consumers’ eyes, persuaded by the logos’ visual marketing, and not just its aesthetics.
Get Inspiration from Notable and Rebranded Logo Designs
Logo branding plays a role in projecting the business identity, spreading brand awareness, and thus maximizing the marketing strategy. Now, let’s look at some business logo designs in the global market that visually left prominence in the consumers’ eyes as they experienced their services and products.
In the fashion industry, Chanel has one of the most bought products as people remember its logo. The two Cs reflect Coco Chanel’s minimalist designs that figuratively and literally form her initials.
Perhaps, companies like to design a logo in a minimalist way. One of them is McDonald’s which people will never forget because of its golden arches. The logo sends a bright visual with the vibes of warmth and comfort—the central feelings embodied by Ronald McDonald. The children consumers also feel these emotions whenever they eat the Happy Meal.
On the other hand, some companies rebrand to change their identities and perspectives to empower the offered products and services. One of them was Instagram which successfully rebranded in 2016 facing mixed reactions from the netizens. It decided to fundamentally change as it acquired a collection of sub-brands, and was maximizing the video-sharing.
So, the logo changed into a flat and clean image with a gradient of colors. After all, the square-shaped camera figure and its soft edges remain the same as it represents the essence of the photo and video app.
Another minimalist company logo design is Nike—as we trace back its multiple rebranding. This sports brand was primarily called Blue Ribbon Sports in 1964 with the classic black and white. In 1972, it launched its tick mark and newly found name, Nike, with the same colors—until 1985.
In the rebranded logo, the company erased the name thinking that people distinctly recognize the brand without the ‘Nike’ label. Presently, the design projects a black mark alone.
Graphic Designers as Artists Behind the Business Success
The pandemic also highlights industries like IT, writing, communication, and art—attached to technical and artistic responsibilities of businesses. Also, people at home rely on films, series, reading, writing, even painting and sculpture for others. Among these visual arts, graphic design is also one of the interests of artists and aspiring artists. Designing for personal consumption, freelance, and for the profession, graphic designers have earned more recognition in the art scene today.
Many make the argument that companies tend to overlook the big role graphic designers play in businesses—in fact, they have an ability to create something like visual magic. This issue is not new in the art industry where artists aren’t recognized enough just because they followed their heart regardless of salary amount. This world just needs more appreciation of art and artists who fundamentally let us experience humanity.
Fortunately, graphic design will always be in every product and service you can think of. Netizens can be instantly hooked when they see an ad with a wonderful graphic—and they can even remember the brand in their photographic memory. Some designers even left a mark in the art industry with their iconic works.
Take for example, Milton Graser who created the I Love New York logo back in 1976 to promote tourism in the city. Glaser’s instantly recognizable work is proof of how long-lasting one logo can be. If brands want their audiences to remember them, it’s important to have a logo that aims to be just as iconic.
Uplifting Today’s Graphic Designers
Designers of today benefit from education and employment, especially now that companies need graphic design. There are graphic design courses, training programs, and college degrees that hone analytical thinking and artistic skills. Schools even reinforce their degree and certificate programs as the employment of designers increases. They also have a total salary of $57,000 (USD), with some paid $25 per hour (based on location, experience, and portfolio of work).
We can expect the growth of employment as time goes by. According to the U.S. Bureau of Labor Statistics’ Occupational Outlook Handbook, the employment rate for graphic designers of websites, computer systems and applications, etc. will grow by 24% from 2018 to 2028. Specifically, those who have had experience in web design and animation will be in demand as interactive media platforms emerge.
Now more than ever, you should work on your logo branding to project your business identity, and thus reach your target audience. A creative logo design is a good visual marketing strategy, especially on social media.
The virtuality of almost everything today is your chance to attract your consumers once they see the brand. In this way, you move forward with your brand, and the graphic design industry grows as well. One day, we’ll see more businesses hiring and training graphic designers working behind the businesses’ art.
Working on your logo branding? Schedule a FREE 20-min. consultation with Ambidextr today in our Calendly link:
Visual by: Justine Ching