Don’t believe it? Try it yourself. What about right now? Look around. How many logos can you see?
Humanity is now producing such a vast amount of information, we’re seeing logos that are increasingly similar to one another. This poses a problem for companies that are trying to differentiate themselves visually, but it also creates an opportunity for designers who are skilled enough to create designs that stand above the crowd.
It’s The Stories We Tell
Why is branding important? Because people often choose products based on their perceived value rather than their actual value. Think about the celebrity who drives a Mercedes instead of, say a Volkswagen which has won the car of the year three times since 2010 and delivers much better mileage at a significantly cheaper price. Sure, Volkswagen is the logical choice, but it’s the Mercedes identity which conjures images of luxury and status that clinches the sale.
With the right branding, businesses can increase their product’s perceived value, establish relationships with their customers that spans ages and borders and nurture those relationships into a lifelong bond.
A Business Without A Logo Is Like A Faceless Man
For thousands of years, humans have needed and desired social identification. Think of the farmer who brands his cattle to mark his ownership, or the stonemason who proudly chisels his trademark.
When you close your eyes and picture Nike, what do you see? The swooshing logo perhaps? For those products and services that have a strong brand, it’s the identity that people often think of first rather than the product itself.
Think of Microsoft, Samsung or Toyota. Chances are good that without even showing you the logos, you’d have a fairly good picture of how they look. Granted, a huge marketing budget is necessary to achieve the recognition rates of such organizations, but it’s important to “put on your best face”.
Source: David Airey