Shell, Nike, Coca-Cola, Apple, Adidas. What do these four brands have in common apart from that the fact that they are behemoths in their respective industries? Distinct and instantly recognizable logos. These are just some examples from a plethora of instantly recognizable logos associated with brand names. How many times have we seen a similar image and have been instantly reminded of a famous brand?

Do you think this happens by coincidence? Absolutely not. These brands, as well as countless others, have worked diligently on the design elements to ensure a subconscious connection with their target audience. Yes, it’s true that they are huge names and have the business potential to back this up. But we can agree that some project a much deeper visual connection, and that is because they have worked consistently on the most striking feature of their brand identity, the logo.

One might argue that “the logo doesn’t make the brand, the brand makes the logo.” But there are many benefits your brand identity can achieve if you work on your logo and your visual branding.

Reasons Why You Should Focus on Your Branding and Logo Design

• Brand Identity
  The business logo is the primary visual representation of your identity. Before anything, your customers and potential customers will see your logo and other aspects of your branding and even judge your brand on it subconsciously. Granted, some businesses have a distanced logo but most of the successful ones have a design which resonates deeply with the brand identity.
• The effect of color on buying decisions
  Colors can garner strong feelings from the audience regarding your business and the value it adds to their lives. Similarly, using the appropriate color in your branding can influence buying decisions in a positive or negative way. The graphic below shows how different colors can prove to be major influencers for prospective buyers.

Source: http://www.shortstack.com/the-psychology-of-color-how-it-affects-buying-decisions-infographic/

• Your Presentation Matters!
  According to a research, 45% of a brand’s image can be attributed to what it says and how it says it. In this digital era, where corporations cannot hide anything from its clients, entire reputations can be made and destroyed in a single click on social media. For this very reason, it is essential that you reinforce your corporate image with a logo that projects strength and positivity. A logo is effective when it’s aligned with your brand’s vision and message.

Source: https://www.bopdesign.com/bop-blog/2015/10/15-crazy-branding-stats/

• Brand Recognition and Color
  Research also suggests that color increases brand recognition by up to 80%. Suppose you see a certain color and it reminds you of a certain brand. This happens all too often. This is because successful brand logos are so deeply integrated with their brand image that the average consumer automatically makes that association.
  
  
• Poorly Crafted Logos Portray a Neglected Brand
  A poorly designed logo or a fatal flaw in your design could be remembered for a long time. The initial reaction of existing and potential customers alike will not be a positive one. Consequently, every time they see this logo will reinforce the negative image. Remember, it takes a lifetime to build a reputation but only a moment to ruin it. Sometimes, even a well-established brand might be subject to humorous criticism regarding their new logos: Source: http://blowatlife.blogspot.com/2009/02/pepsi-logo-  

  Source: http://blowatlife.blogspot.com/2009/02/pepsi-logo-response.html

Is There More To It Than Just Visual Upkeep?

Definitely yes. Premium design helps high-end brands stay ahead of the curve. With the popular market saturated with competitors, the industry leaders need to be seen as current and on-trend. When a brand achieves a certain stature after years of maintaining the superior quality of service; all it needs is repetition and reinforcement of its identity and perceived value to the customers. What better way to do that than with design? Therefore, the elements in your logo need to reinforce the perception that consumers already have in their mind about your brand.

To Cut a Long Story Short:

A brand’s style guidelines go a long way beyond what colors go into its website or the styling of the corporate brochure. It is a unique feature by which a brand can truly distinguish itself from the rest of the market; and what better way for a brand to do that than a cutting-edge logo which can turn out to be the very essence of its brand identity.