Most people tend to refer to their logo as their brand, this misconception is widespread.
Most people tend to refer to their logo as their brand, this misconception is widespread.
The use of well-designed logos with good names in companies and institutions is still essential because these identity elements make it easier for prospects or customers to make decisions.
When a person sees a logo, he/she may have very positive evocations, such as a high-quality product or service, of which he/she had a great experience.
But also the opposite, that a different logo makes you feel neglected, cheated or that you have wasted your money on a useless purchase.
A little bit of history
The first formal record reported is that of the Bass brewery in 1876.
Although it is necessary to consider that already from previous times the symbols in, like those used by the old artisans of clay articles, already added a sign to identify that they had manufactured them. And this was important, because the intention was to differentiate the artisan’s workshop from the others.
And there are more examples, the hieroglyphs in Egypt, where each of them represented a word or sound.
Or the use of images on ancient coins and coats of arms, which referred to the kingdoms, cities, families or nobility of the person who issued the coin or the army it identified.
It is with the industrial revolution, and, therefore, the increased production of goods, that it became even more pressing to differentiate products. And hence its expansion in its use and sophistication in design until today.
What is a logo?
Rather, what it is not. Marty Neumeier, a reference in design, innovation and creativity, quotes: a logo is not a brand.
A logo is an important component, because it is the visual element that identifies the company, it is a graphic that evokes desires, memories, emotions and preferences…
It is a symbol. It has a great importance, because it is the reference that people use to give it meaning. A logo may well represent high-tech products, friendly and very reliable, as in Apple.
Conversely, a logo can evoke genetic manipulation of plants and dubious use of harmful chemicals in agriculture such as Monsanto.
A logo is a graphic element that synthesizes feelings and ideas in people.
Reinforcing the idea: What feelings do most people have about a Nazi swastika?
But the interesting thing is that this symbol was used by Coca-Cola, the Boy Scouts and other organizations. The swastika is from India, and its meaning was: Peace and prosperity.
And in contrast, Greenpeace generates other emotions, evokes different desires.
Emotions and ideas are produced almost instantly upon seeing these logos.
To build a great brand, organizations must achieve things that matter to people with useful and long-lasting products that can be attractive and fun, accompanied by friendly and timely services, and present in media that matter most to their audiences.
A brand is a company philosophy that is embodied in each of its actions, and is recognized by its symbol, its logo.
Therefore, an integrated deployment of business and customer service actions with a precisely designed and executed marketing and sales system, supported by a good logo, can have a greater chance of success in the market.
