Maintaining a professional image is paramount to almost any business. While things like corporate policy, public relations and the satisfaction of customers and employees play a huge role in this, there’s another side to a brand image that takes the phrasing a little more literally.
A big part of corporate identity is defined by the visual material which is used to represent the company, most notably colors and logos. Professional logo design is invaluable to achieving and maintaining a brand identity that your customers recognize and of which you can be proud.
Professional Logo Design Gives a Professional Image
According to MIT Sloan, good logo design can have a positive impact on your customers’ commitment to your brand—and not just because it’s a pretty picture or colored well. The perfect logo for your brand allows a company to appropriately communicate their vision, intent and services to current and prospective customers, thereby strengthening familiarity and improving relations. Having a professional image that your customers can recognize at a glance gives your business a stronger overall identity even outside your office, and that keeps customers coming back.
While it does require some work to establish connections and build loyalty, using design to show your company is a clean-cut establishment working under a professional brand helps speed this process along. Consumers trust brands that are willing to put their money where their mouth is, as the saying goes, and professional design work shows just that.
Good Logo Helps Brand Recognition
Establishing brand recognition is one of the top reasons to have a custom logo, but this is a two-way street. Customers recognize your logo because of your company, while prospective customers may recognize your brand because of your logo. Take, for example, Nike’s trademark “Swoosh” and Apple’s delectable Macintosh apple: these images have been changed over the last several years, eliminating colors and external elements until all that’s left is a single element. The majority of consumers, even if they’ve never purchased an Apple or Nike product, know of the brands’ existence both because of their massive base of loyal customers and the prevalence of brand imagery. It would be difficult for many young consumers to say for certain whether they met either company as a brand or as a brand image first.
The best logos, no matter where they come from, offer the opportunity to become a branding singularity. If your brand’s logo is truly and completely yours you can strip away every word and even most of the color from your image, and still be recognized by consumers the world over. There’s no way to achieve this kind of recognition with a subpar or unprofessional logo.
Keeping Things Consistent
According to Chron, one of the biggest benefits of professional logo design is brand consistency. Broader than brand recognition, consistency assures that your corporate image is copacetic on all fronts, utilizing the same colors, imagery and ambiance no matter what the media or purpose.
Brand consistency is key to maintaining accountability and trustworthiness among your clientele. Web Designer Depot reports that consistency is integral to achieving brand recognition, but requires monitoring your image closely. The only difference between a “brand” and a “company,” after all, is how they’re perceived by their customers. Your company is what you control, from policy to image, and your brand is how customers remember you. If your company image is inconsistent, even if it’s just changing logo colors and selling goods and services that don’t fit with your company vision, your brand image could suffer.
How does a professional logo help with this? A good logo establishes your corporate identity and makes your brand recognizable to consumers even outside your current audience; you need your logo to be professional and fully encapsulate what your brand represents, or it’s a worth marketing opportunity lost.
Claiming Ownership
Possibly the best thing that professional logo design offers is a clear sense of ownership; putting your logo on your and products and attaching it to invoices for services rendered lets everyone know that these things belong to your brand and your company. This can’t be something that you just “throw together” one day on a whim; it needs to be approached by an expert who can turn your vision into shapes and color, and it needs to be given time to bloom.
A professional logo is something that your company can stand behind, a banner under which to declare your brand, and that means you need the best you can get. Whether that’s achieved by contracting with an agency to create something entirely new, taking advantage of the some of the best business logo designs by Designhill, picking up a freelancer or learning Adobe Illustrator yourself, getting the logo you need is one more step to getting the brand image that you want.
The post Importance of Professional Business Logo Design for Your Brand appeared first on Web Design Blog | Magazine for Designers.
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