Logos are the best communication tools that have the power of sneaking into the subconscious and conveying what the brand is.
Logos aren't all that a brand is but a communiqué into what the brand is. In Marketing, it is quintessential that the logo is in sync with the messages sent out and at the same time speak about the business, their values, or the culture. So, it shouldn't come as a surprise that a lot of strategic planning goes behind logo designs, and rebranding strategies of companies necessarily include logo redesigning.
Most of us know the basic strategies, like knowing the brand identity and other basics of branding. But, beyond that lie the strategies that most corporates and designers look into.
List of places for using the logo
Type of logo
Multi-colour vs Single-colour logo
Cost of Printing
Colour Psychology
LIST OF PLACES FOR USING THE LOGO
The nature of the business impacts the logo design to a great extent. For example, for a digital-oriented business have gradients in the logo can help stand out, but in an offline oriented business, a similar logo would result in the banding effect during printing.
A list of the most probable places for using the logo in an offline-oriented business can be:
· Letterheads
· Receipts
· Envelopes
· Business Cards
· ID Cards
· Pamphlets
· Diaries, T-shirts, Caps for Branding
· Brochures
A list of the most probable places for using the logo in an online-oriented business can be:
· Favicons (picture given as an example)
· Social Media handles
· Posters and videos
· Newsletters
· Display Pictures
· All other digital material
Things to keep in mind:
Most businesses today are an amalgam of both online and offline. But most business units have their core functionality either online or offline. In case that is not the case, designing should be done keeping offline in perspective.
For offline oriented businesses, the number of colours in the logo, the colour code, printing cost (which we will talk about later in the article), and the colour(s) it needs to be printed on play a major role.
For online businesses, the size and different versions of the logo play an integral role. For example, a favicon can be small while a banner would require an enlarged version. Thus, it's good to have a mascot or shape or typography representing the brand.
TYPE OF LOGO
The type of logo plays a pivotal role as it defines how the audience remembers the brand.
Letter marks – Businesses with rather long names use these kinds of logos where they use their brand initials. Example: IBM, HP, et cetera. This type can be used when the name of the company is too big and it plans to brand itself through its initials.
Word marks – Businesses that use their names as their logo. Example: Visa, Google, Coca-Cola, Samsung, et cetera. This type of logo can be used when the name is small. It also assists in establishing its brand.
Pictorial marks – It’s a symbol or icon that is related to the company’s name or function. Example: Twitter, Apple, et cetera. This is used when instead of the name, the company intends to use an icon, which represents the company's name or function for branding. This makes it easier for the target audience to recall its name.
Abstract marks – It’s an abstract geometric symbol or icon with almost no relation to the company’s name or function. Example: Pepsi. Unless the brand is a renowned one, in the current era, this is not the most favourable method.
Combination (Mascots + ?) – These involve an animated character that is well connected with the storyline of the company along with any other type (letter, word, pictorial or emblem). Example: KFC. This is used when the brand intends to connect to its customers using a story that the brand has in common with its audience.
Emblem – It’s basically a font inside a symbol or icon. For example, Starbucks, Harvard Business School, et cetera. This type incorporates a unique symbol along with the name which helps the audience in registering the logo but makes it difficult for them to relate it to their core business function.
MULTI-COLOUR VS SINGLE COLOUR LOGO
Apple, McDonald’s, Dell, HP, Samsung, HUL, Coca-Cola, all have one thing in common - a single colour logo. Almost 95% of the top brands only use one or two colours in their logo designs. Every brand can either use a multicolour logo or a single colour logo. But, the thought process is beyond the basis of whims and fancies.
COST OF PRINTING
In an offline-oriented business, the cost of printing can be a huge expense. Usually, the cost of printing a multi-colour logo can be approximately 50-80% costlier (depending upon the type of printing, region, number of colours, et cetera), than a single-colour logo. This can be a huge cost difference for any business in the long term. Thus, most offline businesses prefer opting for a single colour logo which helps in saving cost.
COLOUR PSYCHOLOGY
In technical terms, it is the study of hues that determine human behaviour. To simplify, every colour evokes certain emotions or feelings in the mind. Brands use this theory to convey a message or even what they intend to achieve. For instance, Red is said to activate appetite and thus is used by Zomato in their logo. Similarly, Blue is said to be a symbol of trust and confidence and is therefore used by banks like HDFC. Myriad online resources are available on determining which logo reflects which emotion.
However, a wise strategy could be to identify the industry leader logos and thereafter follow one of the following strategies:
Choose the prominent colours used by industry leaders.
Use a colour that isn't the same as the one used by the industry leaders but evokes a similar emotion. For example, Swiggy and Zomato. This can be used to create a distinctive yet relatable image in the minds of the consumers.
Reanalyze what the business stands to convey and then choose a colour that isn't the same/similar to the existing players' logos. This is used rarely (from a strategic perspective). But when it is used, it meets the purpose of creating a different image from the industry leaders.
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