Logo design is the primary element of corporate identity among the set of multi-sensory elements that corporations create to present a visual statement about the brand to consumers.
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| Logo design is the primary element of corporate identity among the set of multi-sensory elements that corporations create to present a visual statement about the brand to consumers. |
A well-made, distinctive and unique logo design establishes a corporate identity and inspires acceptance of the company. When a carefully created logo is presented to consumers, consistently, multiple times at every opportunity and touch point, the logo is easier to trust, and the now familiar logo is easier to accept.
The logo can be an icon or emblem, or stylized text or pneumonia or a combination of both, with the company name written in distinctive fonts together with a symbol, emblem or illustration. Logos are graphic elements that uniquely and concisely identifies an organization, brand or product. Successful logos conjure a brand image of the company and paint a picture of the company’s position, standing and reputation.
Logos Communicate Position, Visual Appeal, and the Brand Story
Logos are strategically created with clear positioning, tone, visual appeal, messaging and the brand’s story. The elements in the logo design communicate this positioning, message, and tone through colors, choice of fonts, customized typography, calligraphy, illustrations, shape, and style. Each of these elements works together and communicate the company, products, and services such as: luxurious, rich, organic, or handmade.
A strong identity for the company is achieved by establishing and amalgamation of integrated marketing communication. Integrated Marketing Communication is a number of concepts and communications procedures that work together and help establish clarity and consistency in the positioning of a brand in the mind of consumers. Integrated Marketing Communication is implemented at the management level and consolidates all characteristics of the organization.
Primary Element of Integrated Marketing Communications
The communication-based model contends that there are three levels of Integrated Marketing Communication integration; The first level of marketing communication integration is level one where communication decisions are made by marketing communication level message sources. These sources include personal sales, advertising, sales promotion, direct marketing, public relations, packaging, and events departments.
The second stage of communication integration is guided by marketing level messages. In stage two logo is communicated through the various departments in which product mix, price mix, marketing communication, and distribution mix are settled;
In stage three the logo is communicated at the corporate level of the organization such as administration, manufacturing operations, marketing, finance, human resources, and legal departments. Primary users at this level are employees, investors, the financial community, government, and regulators.
When every department of the organization is aligned with the message in the logo a horizontal, non-linear communication is achieved with consumers. By unifying all fronts of the marketing firm, communications are synchronized to achieve consistency, consonance and ultimately strong logo identity.
Logo Communication Best practices
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Best practices to establish a strong logo design and achieve recall value in the marketplace are:
Distinct Differentiation
In order to stand out in a highly competitive marketplace, logo design needs to have a clear differentiation from competitors and showcase the value they bring. The logo design must represent the company effectively to stand apart from others in order to be noticed, make an impression, and to eventually be the preferred product.
Consumer Relevance
Logo designing styles change, the world of design today is at its best, at its most sophisticated and its simplest. Companies that offer services and products to consumers need to be up-to-date with current trends and interests of consumers. Organizations need to understand and fulfill the needs and aspirations of their intended audiences to figure prominently in the consumer's preferences and build demand.
Logical Coherence
To establish credibility with audiences, companies must be logical and consistent in their positioning. Every piece of communication from the company, its messages, all marketing communications, brand experiences, and product delivery must be consistent with its communication.
High Esteem
A company with a distinct logo, clearly differentiated from competitors. A company that is relevant to its target audience with meaningful communications that is logical and coherent will be valued among audiences and earn high esteem – the highest reward every business seeks.
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