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| Importance of good logo |
Symantec Brand & Acquisition spent $1,280,000,000
British Petroleum Logo & Marketing — $210,000,000
Accenture Logo Design — $100,000,000
BBC Logo Redesign — $1,800,000
CitiBank — $1,500,000
Pepsi Logo — $1,000,000
These are the big brands who spent a huge amount on creating a logo, why do you think they did so , Logo is not just a cluster of shapes that represent your business but it is a brand identity and it subconsciously affects the minds of people who see it. So a wrong logo can project a wrong idea and affect the brains of target audience in a negative way. All this happens on a subconscious level, so it is really difficult to measure or understand , but their is a science which can help us understand the thought process of the company and how it can affect the business and to know whether it will have a positive or negative impact on the target customers. Huge money spent on logos does not mean high efficiency, there are many aspects to it and one needs to consider a lot of things before designing a logo.
As it can prove to be good, neutral , bad or fatal for the business.If it has a good or even neutral effect it is ok, but on the negative side it can affect the business as it will showcase a negative thought process of the company.
Some important things in a logo are colour, shapes, fonts and positioning of shapes and fonts.
Colour : colour has a very deep impact on our brains. In fact their are many research papers which suggest the effects of colours on human mind and perception. Their is a proven method called chromotherapy which is used to cure various diseases using effect of colours. So colours are very important in order to project a certain idea and to target a group of people. To get the desired results colours play an extremely important role in Logos.
Shapes : Different shapes have different meanings and they have a different effects. Square is considered more stable and structures than a circle. But it does not mean circle is bad, it has its own characters which suite a certain kind of company or a certain kind of work. Depending on the work the company does as well as considering various other very important aspects like, target customers, placement in market, internal and external structure of the organization a certain shape can be chosen.
Font : Again a right font which conveys the right thought process is crucial as circular fonts are more emotion oriented than the straight or sharp ones. The font for kids brands, are different than the one used for a technology company. Similarly too many knots and unnecessary formations can ruin the logo and the logo will fail to convey the right message. Font should be simple yet suitable for the business category which can create high impact emotion towards the brand and help right customers to get attracted towards the company.
Placement of fonts and shapes: It is little difficult to explain all the things as there is much more complex science involved in this. But to make it simple the placement of shapes and fonts in a design can affect the entire thought process of the company.
Summary: Using a logo from a random free logo designing website is not a good idea if you are really serious about your business and want to grow it. Logo is your brands signature it has to be right. Big brands use it to persuade target audience and to create a positive high impact image. So logo conceptualizing is very important even if you are a start-up and want to save on money. High cost does not mean high efficiency, you can get your logo designed by right people at a moderate cost and build a stable growing business.
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