There is a reason companies are willing to spend millions of dollars on a branding item, such as a logo. An infographic at InkOnDaPaper shows how color and other considerations are used to brand companies and position them in front of consumers.
The most interesting part of the infographic is a citation from the University of Amsterdam study that shows a percentage of children and their age brackets of when they are able to recognize popular brand logos. How many toddlers are able to match logos and products correctly? A full two-thirds (67%, to be exact). That figure rises to 100% among eight year olds.
If you've ever drive past a McDonald's and your three-year-old asked you to stop - you've been brand assaulted.
Not to sound ominous, but it does bear asking, "Do logos affect your buying decisions?" If you stop your vehicle when the three-year-old yells "McDonald's!" then the answer is obviously – yes!
But how often do you make purchasing decisions based on brands and logos?
What's in a Logo?
What is a logo anyway? We print them every day on the customized, specialty print projects we produce for our clients. It's merely a symbol. It doesn't mean anything other than a sign that a certain product or service is associated with a particular company that made it. However, in the minds of consumers, it can mean so much more. It could stand for the quality behind the product or service, or maybe it stands for convenience. Perhaps in your mind, when you see the logo of your favorite automobile, you immediately think happy thoughts.
If you do, then there's the power of the logo. It isn't in how much money the company spends to create that image. The power is in the emotion that you—the consumer—associate with it, and that only happens through experience.
And that is the reason companies are willing to spend thousands, even millions, of dollars creating the perfect image. Logos do hold within them a certain kind of power beyond mere image association. Ever wonder why Apple customers are so loyal? They know what lies behind that monochrome fruit with a bite taken out of it. And when companies go through the process of rebranding, it's usually because their company has grown beyond the values associated with the old logo.
Why a Logo is Important
Beyond every symbol is a powerful reality. That reality might be a perception. More than likely, it's an emotion. It's an emotion that consumers associate with the image. And since the image represents the product or service, the consumer will associate the emotion - positive or negative - with the product or service and the company that makes and delivers it.
Think about this the next time you look at your company logo. What feeling do your customers associate with that logo? Is it positive? Can it be improved?
This is not to say that simply improving your logo will change customer impressions. Your product or service has to be top-notch, and if it is, then your logo will remind consumers of that reality every time they see it.