A brand logo is a symbol of your company and a useful tool for branding and product recognition.
If you can create a brand logo that is original and memorable in an instant, it will be more effective than the cost of creating it.
This time, I will explain the value and importance of the brand logo.
In the second half of the article, we will touch on the flow of creating a brand logo, so please refer to it.
What is a brand logo?
A brand logo is a design that symbolizes your product or service.
In addition to having the effect of conveying the image and atmosphere of the product at a glance, it also has the effect of attracting the attention of consumers and arousing their interest.
In addition, an increasing number of companies are creating their own logos that are common not only for specific products but also for the entire company, and it is possible to give authority to the logo itself.
Effect of brand logo
An effective and marketable brand logo can do a lot.
It will also be the purpose of making a brand logo, so let’s check one by one.
raise awareness
If the brand logo is attached in addition to the company name, product name, service name, the recognition in the market can be increased.
Even if you don’t remember the company name, if you remember “Is that the company with the brand logo?”, the circle of recognition will expand.
Whether it’s a commercial you glance at while doing housework or work, or a billboard that you can see for a moment from the window of a train, the brand logo may be the only thing that sticks in your memory.
It is also effective when you want to convey a concept or brand image without using words.
increase your fan base
Once recognition spreads, the brand logo will be effective in acquiring and increasing the company’s “fans”.
If more consumers look for your company’s products based on the brand logo, your brand will have a prominent presence on the sales floor.
Also, having items with your company’s brand logo is likely to be a status.
Even in places where you have to approach with a limited amount of information such as SNS, you can achieve a tremendous branding effect with a single brand logo.
A brand logo is effective not only for acquiring new customers, but also for acquiring repeat customers.
Increase employee engagement
Brand logos are effective not only for consumers and business partners.
It is highly effective for employees who work at the company, and it especially contributes to the improvement of engagement.
It will also be an opportunity to deepen your understanding of the company, such as “I was able to gain a deeper understanding of the company’s mission, vision, and values” and “I understand the direction the company should aim for.”
At the same time, you can cultivate the feeling that “I am proud to have a business card with this brand printed on it.”
It is highly effective in improving camaraderie and teamwork, and it also serves as an opportunity to take root in the spirit of loyalty to the company.
Common Elements of Effective Brand Logos
A common element is hidden in the brand logo that “I can tell which company’s product is at a glance”.
Below are some of the most common elements that you can use as a reference when creating your own brand logo.
Visualize the company’s philosophy and product concept
An effective brand logo is characterized by being able to visualize what kind of philosophy the company has and what kind of concept the product was born from.
The brand logo is sometimes used as an entity that embodies the company’s mission, vision, and values.
It’s a good idea to maximize the message you want to convey through your logo.
In other words, the emphasis is on “can you tell the story behind the brand logo?”
Some companies explain the meaning of their logos on their own websites and brand websites, so let’s take a look at them.
Can be used in any scene
Brand logos are used in various media such as websites, pamphlets, web advertisements, and flyers.
It would be desirable to have a brand logo that can be used for a wide range of purposes, from large outdoor advertisements installed at train stations and intersections to small business cards and name tags used by employees on a daily basis.
It is also important to create a design that looks good both in bright outdoors and in dark indoors, and to create a brand logo that is visually appealing, such as a commercial using animation.
In order to increase the versatility, we are also conscious of making the brand logo simple and easy to understand.
The more elaborate the design, the more harmful effects such as “does not match the background color” and “difficult to see when enlarged/reduced” occur.
This is a point that you want to pay particular attention to, as it will lose the goodness of the brand logo that is memorable at first sight.
No trademark infringement
The brand logo, which has a lot of original elements unique to the company, does not infringe on the trademark rights of others.
Naturally, we must be very careful not to infringe on the rights of third parties.
Also, be aware that using a “brand logo that looks like you have seen it somewhere” or “a brand logo that is similar to XX company” may actually damage your superiority and result in a mediocre image.
It is also important not to infringe on design rights or intellectual property rights.
It is necessary to consider possible risks while looking at brand logos not only from other companies in the same industry but also from around the world.
How to make a brand logo
From here, I will introduce the flow of creating a brand logo on your own.
If you want to create a brand logo but don’t know where to start, let’s use it as a reference.
Create an in-house project team
We will set up a project team within the company to create the brand logo.
It can be created by a limited management team such as the founder, president and officers, but the completed brand logo does not necessarily permeate the company as a result.
Although it is necessary to collect opinions effectively, ideally it is a project team involving many people even if it is troublesome.
If you still have trouble forming a team, refer to the members below.
- People who have a deep understanding of the company’s mission, vision, and values, such as founders and presidents
- Leaders who manage the progress of projects
- People who have many opportunities to meet directly with customers (sales staff, field employees, etc.)
4 Personnel with knowledge of market trends and other companies’ brand logos (marketing staff, etc.)
- Personnel in charge of release and internal penetration after decision (public relations staff, general affairs staff, etc.)
- Personnel with design knowledge
In addition, if you cannot secure “6. Personnel with design awareness” in-house, it is one way to rely on a specialized design company.
However, even if you rely on a professional, be sure to start your own project team.
Only the personnel of the company can judge whether the company’s culture is reflected in the brand logo, and multilateral verification is required.
Clarify the purpose of creating a brand logo
Once the project team is set up, clearly define the purpose of creating a brand logo.
Let’s explain why we wanted to create a brand logo and what the creator’s aim was.
On top of that, it is ideal to have a common understanding of what you want to achieve through your brand logo and what you expect from its functions.
It is a step that tends to be omitted because of the idea that “there are many benefits to creating a brand logo, so you don’t have to bother to check it”, but the point is to carefully check it even if it takes time.
For example, there will naturally be a difference in direction between those who think of creating a brand logo that is useful for public relations and PR, and those who think of creating a brand logo for inner branding and communication.
Be sure to start in order to unify the whole team and not lose direction.
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Clarify the backstory you can include in your logo
Brand logos need more than just being fresh, simple and memorable.
Let’s consider that the first step to establish the brand logo is to include the company’s mission, vision, values, and the backstory that is included in the brand name.
It is also important to take multiple perspectives, such as “What kind of impression do you want to give to people who see it?” and “What is a universal brand logo that can be used 100 years from now?”
Designers who actually come up with brand logos tend to put particular emphasis on the backstory, so I visualize it first to clarify the needs.
Design creation/correction
As soon as the necessary elements are solidified, we move on to the actual design production.
Leave it to the designer to some extent to make a plan, and verify whether it matches the purpose and back story that was created in the previous section.
As much as possible, leave the design work to a professional designer or your company’s design department.
It is possible to decide the design with members without knowledge and outsource only the data conversion, but there is a high possibility that specialized knowledge such as fonts, colors, sizes, and visuals will be lost.
It is important to find a trustworthy agency, as there are times when the elements are too packed or the brand logo is similar to that of other companies.
Guidelines and rule making
Once the brand logo is complete, we will develop guidelines and rules for using the brand logo.
You can avoid being modified to damage the image or being used for unintended purposes.
If you do not specify the guidelines, you may have troubles due to differences in perception when trouble occurs, or your company may be at a disadvantage, so be careful.
Companies that already have famous brand logos often publish guidelines on their official websites.
It is important to formulate common rules for both external and internal use while referring to examples from other companies.
summary
An effective brand logo brings many benefits such as increasing market awareness, acquiring consumers who become fans, and improving employee engagement.
Before asking a designer, how about setting up your own project team, visualizing the purpose and backstory, and creating a common understanding of what kind of brand logo you want to make?
