Company Logo - Your Unique Brand Ambassador
Sunday 30 Dec 2007Alison Hulett said, “The logo or trademark is without a doubt the ultimate ‘branding’ tool.” The logo is the backbone to the brand - this statement perfectly defines the position of your company logo and the part it plays in your visual portfolio.
The word “logo” means a name, symbol, or trademark designed for easy recognition. To better understand the place of the logo in organizational branding we should glimpse over history. The use of logos goes back to the early days of the Renaissance, around the 13th Century. Goldsmiths, masons, paper makers, and potters, were among the first trades people to use symbols - pressings into gold, chiseled symbols, watermarks on paper, and simple thumbprints on pottery. Trademarks are still used for the same reason; they were established centuries ago to recognize a particular product for recognizing a particular product. These “marks” made it easier to differentiate a quality product from the ones that were not well made. The value of the craftsmanship represented in gold, paper, stonework, pottery, etc., could be expressed through the special, distinctive mark on the product. It’s still helpful to think of a logo in those terms: your logo is your symbol-your mark-of guaranteed authenticity. A simple swoosh on a pair of athletic shoes transforms those modest sneakers into desirable, quality footwear with an unspoken guarantee of “authentic athletic performance.”
Logos are still the front door to products and services today. Uniqueness is key to the success of the identity of a business. This is of utmost importance to avoid confusion in the market place. The popularity of a logo increases through the consistency of its presentation.
A good logo provides a recognizable image portraying the quality and professionalism of a business. A professionally designed corporate logo will allow you to create your brand and effectively market your product or service. Your logo should be simple and readable. The viewer should “get it” immediately and be able to get a “sneak peek” into your brand through the mark itself. The challenge then, is to create a unique without being boring or institutional. Your logo should convey a sense of emotion and personality. Think of it as the layers of an onion. As you peel each layer-the typography, the symbols, the shapes and textures, and color palette-you learn more and more about the brand, rather more about the company behind the logo. Your logo should express the appropriate tone and voice articulated in your brand strategy. Since brand consistency ensures that consumers will easily recognize the products, branding is especially important to small and growing businesses.
Your logo should look different than other logos-especially those who share your same market space or prospect base. Having a “me too” logo designs, will weaken your organization’s uniqueness and the differentiation you tried so hard to establish in developing your brand essence. It is always advisable to approach professional branding or designing companies who have professional experience in conceptualizing your company logo and shaping them to reality.
Jennifer is an expert Internet marketing professional with years of experience in various industries such as: Business, Finance, Logo designs, Real Estate, Web-Design, Health & Medicine and many more.
Article Source: http://EzineArticles.com/?expert=Jennifer_Salerno
chris | Advertising Tips, Branding
