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The Importance of Logo Design: Points for Designers to Keep in Mind

Importance of Logo Design and Your Brand Image

A logo is all about creating a first and lasting impression between your brand and customers. When being perceived, its design should evoke key words associated with your brand. Are you more clean and straightforward, or perhaps daring and exciting? Maybe innovative and scientific or empowering and uplifting? A logo should set the path for the branding, voice, and style of your company.

Designing a logo goes far beyond a Photoshop creation. If you’re wondering just what the importance of logo design could be, here’s what we’ve got.

Get to Know Your Brand

A logo is often the first interaction a customer will have with your brand. It needs to grab their attention and communicate your values and who you are as a company. Whether you are a brick and mortar retailer or an e-commerce store, your logo will need to be appealing and inviting enough to catch the eye of any onlooker.

The design will also be the distinguishing factor from your competitors. In a competitive industry, such as skincare or hospitality, it will set you apart and speak to what exactly you are doing differently.

Speaking of taking out the competition, let’s take a look at Bernards High School. For over 114 years, Bernards has been recognized as a four-year regional public high school. They needed a logo that would bring consistency to their athletics department and academic crest.

Now, thanks to the talented Kraus designers, their academic crest showcases a sense of high education, and their athletic department reveals a more competitive and modern nature. However, notice how the ‘B’ shares the same artistic leftward flick in the top and bottom corners. There will be no question who is dominating the books and the field.

Shape A Consistent Image

Remember, your logo is the face of your company. It will be front and center across your packaging and products, as well as all marketing efforts. These materials may include banners, business cards, stationery, brochures, info-graphics, and more.

This is the best practice to get your logo recognized by customers and be remembered. Take Anthony & Sons Bakery, for example. Founded in 1984, it has been serving communities delicious, Italian-style baked goods and a warm, welcoming environment. They came to Kraus needing a rebrand that reflected that traditional, close-knit Italian family while also bringing in new, trendy customers.

Their logo now easily reflects their presence in the food industry without graphically losing the sense of a family business. The playful font and whimsical strokes are recognizable throughout their marketing business cards, booklets, and trade show booths.

Build and Foster Brand Loyalty

This familiarity you are creating will go a long way in building and fostering loyalty with your brand. Now, anywhere your logo is spotted, say on a store shelf or a flyer for an event, a person can identify it. They will associate it with your company and their experience with it. Better yet, they’ll start looking for it. They’ll scan the shelves for your skincare logo or flip through event sponsors for your restaurant.

If your worried about confusing your customers with making any changes, we’re here to tell you it can prove extremely rewarding if done right. Look at The Committed Pig, a trendy restaurant known for delectable burgers and pancakes. While they were, well, committed to keeping their well-known logo, they felt their overall branding fell short in comparison.

Alongside their trusted logo, they now have accompanying apparel for their team and menus for customers of all ages. While it may seem a bit more abstract than their classic logo, note how the fonts all match up. On the apparel and throughout the menus, mixed are the scripted and capitalized fonts and textures.

Now, with their recognizable logo and complementing branding, their customers will be on the lookout for updates from this mouthwatering restaurant!

How to Start Your Logo Design

While you may know what message you want your logo to send, don’t feel discouraged if you are unsure how to start the design. At Kraus Marketing, we believe the branding and logo design process is a collaborative one. We will work with you to ensure your logo represents your values, mission, and goals as a company. Get in touch with our team to start building your logo today!