20th November 2019
Launching a new product in the market or starting a business can be a huge, daunting task. It is challenging to have so much in mind and with no clue where to start. As they say, it is the first encounter that matters the most as you merely have seconds to leave an imprint on the customers’ minds. Therefore, to build rapport with the target audience, a great first impression is imperative, and logo design plays a quintessential part in achieving it.
The overall success of any company or business is mostly down to image. When you provide your target audience with a visual mark or symbol, it acts as an emotional catalyst, triggering the overall process in a flash. A logo not only gives you identity, but also is capable of embodying your company values and ideologies, without being overly comprehensive. After all, it is rightly said, “a logo is the beginning of your company’s branding and conveys your business’s vision.”
Before stepping forward on what type of a logo should you go for, let’s first find out why is it thought to be a vital part of your brand.
Why are logos important?
Imagine surviving without having an identity? Well, as scary as it sounds! A brand logo is what your face is to you. People might forget your name, but certainly will remember how you look and the way you dress up. In a similar way, logos make companies and brands get easily identified even if their names fail to be recalled. Here are five reasons why you cannot function without designing a logo for your company:
• Grabs Attention:
Devotion spans are very short these days, and with an appealing logo, this becomes exciting and easy.
“Most audiences take less than three seconds to examine a full web-page and form their first impressions. The next thing they look at is the company’s logo.”
• Communicates Ownership:
Your logo is the first introduction to the customers, and of course, they will not know what to expect from you without this overview. If carefully designed, it can pique interest and invite the public to learn more about your brand.
• Groundwork of your brand identity:
Efficacious branding is about telling a story that influences people, and a great logo serves as the entire foundation for this narration. A logo basically will set the stage for you. People will surely wait for more if they find the beautification catchy enough.
• Makes your brand easy to connect:
They say logo leads the horse to water. You will want people to connect instantly, and visual makes it possible. It will trigger a positive recall about your company that the name alone might not.
People will likely even forget the name, and if that happens, don’t take it personally as it is human nature. However, a good logo will make them find it out on their own.
• Makes you stand out in the crowd:
A logo will not only convey your values and thoughts behind the brand, but also gives you a chance to prove you are better than your competitors.
If you still don’t have a logo, then you are missing an excellent opportunity to make your organization stick in the minds of your audience.
And if you are convinced that you need to have one, you must be wondering how to get the perfect logo for the brand?
Well, to make the toughest decision of choosing which logo would best suit your company, it is necessary to have enough knowledge of the type of currently existing logos.
Descriptive vs. non-descriptive logos!
A descriptive logo is one that includes texts or visual design elements and sometimes a combination of both, that incorporate what the company is selling out as products.
An example of a descriptive logo would be Burger King. The logo design of Burger King sandwiches the words “Burger King” between two buns/burgers. The audience who has not as yet heard about this brand can also expect it to be famous for burgers, or at least they know this is what they mainly make.
On the other hand, non-descriptive logos will not include any text, which does not make it easy to guess the type of service or product they are selling. For instance, McDonald’s logo is a non-descriptive logo, which has golden arches, unrelated to the company’s product.
Now the question here as to whether you should use a descriptive logo or a non-descriptive one?
That would be hard to tell because several brands that had a descriptive logo have modified it to a non-descriptive one, while others having a non-descriptive logo made it more expressive in nature. For instance, Animal Planet felt the need to make its logo a little more descriptive and Dunkin’ Donuts removed the word “donuts” as well as the coffee cup from its logo.
Confused? Which one to go with?
Well, in that case, we might make it a little easier for you by talking about some of the researches conducted to figure this out.
Up till now, 60% of the companies have used a non-descriptive logo, while only 40% preferred a descriptive logo. But, does that mean non-descriptive logos are thought to be better in getting assiduity? Well, they should, technically.
To your surprise, this is not the case. Let’s see in detail why so.
Why are descriptive logos more effective?
A recent study was conducted by the Harvard Business Review to assist managers with the choice of whether to go with a descriptive logo for their business or a non-descriptive one. The study consisted of a series of seven experiments to analyze the effect of logo design on brand equity for around 597 companies. Several professors of marketing and branding set out to discover what do customers actually prefer.
In one experiment, participants were divided into two teams/groups. One team was shown a descriptive logo for a sushi restaurant, while the other group was given an abstract version of the same logo for the restaurant. Both the groups were then given a brief description of the restaurant from the menu to the overall ambiance it will have. After an overview of the place, they were then asked to not only rate the logo designs according to how the restaurant looked and what it offered but also how authentic did the brandings felt.
The researchers at Harvard found out that the team with the descriptive logo design felt the brand was more authentic than the other group that was given the abstract version of the logo. The visual or textual cues incorporated in the designs boosted people’s willingness to buy products from the companies, hence detailed logos “favorably [impacted] consumers’ brand perceptions”.
Some of the benefits of descriptive logos in a nutshell are:
1) The detailed logo designs tend to boost brands’ net sale.
2) They can increase consumers’ willingness to purchase from your brand.
3) They make your brand look more authentic in the audiences’ eyes.
4) These logos can reflect your ideology and values in an effective way.
5) They also will impact consumers’ evaluations in a more favorable mode.
Do descriptive logos generate more sales?
Another study was conducted where separate researchers analyzed 423 companies/businesses with descriptive and non-descriptive logo designs and attained their sales data to see how well they fared. The assistants, who were not given an idea of the purpose, were then asked to categorize the businesses’ logos. This was done on whether they were descriptive or had abstract logos, along with grouping them on the basis of 13 design characteristics. These design features included color, symmetry, and shape, serving as control variables in the experiment.
The final results showed that the companies that had descriptive logo designs had a much positive effect on sales than the abstract ones. Soon when the findings were tested on the logos of 174 early-stage startups, they held true. The reason behind this is that customers tend to trust newly launched products or brands more if their logo reflects their specialty.
An interesting thing the researchers found out was that descriptive logos had a negative influence on companies that marketed services or products associated with unpleasant things, such as funeral homes and insect repellents. For such services, it is better to go with non-descriptive logo design as they associate some negative concepts like death and deforestation with the descriptive ones.
You might wonder why brands like Nike and Apple do better with their non-descriptive logos?
Well, the only reason why they do not care about what others perceive of them as brands is because they already are familiar amongst people. The majority of the target audience knows what they offer and what to expect as future products, so it won’t make a difference even if they add a little description to their logos.
This means a descriptive logo design does not guarantee a successful launch of your brand. However, if a company emphasizes on more than one service that can bring negative emotions, then it is best to get an abstract or non-descriptive logo design.
Which one do you need for your brand?
If you are a beginner and do not know whether a descriptive logo will best represent your thoughts or otherwise, we are here to help you figure out.
At Uptown Logo Design, we understand that with the competitive market, it is hard to come up with something that makes you stand out. We, therefore, are here to help you design that perfect logo that will undoubtedly go a long, long way.
I know that is a relief!
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