Logo Design and Brand Image: Shaping Consumer Perception
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Today we present an article focusing on logo and commercial brand design and its role in creating a brand image, titled: (Logo Design and Brand Image).
Due to the countless varieties of brands and similar services or products flooding the market, competition for greater market share is intense. Consequently, engaging in an effective advertising campaign is more relevant than ever. Naturally, the ultimate goal of any campaign is to achieve desired results and predetermined company objectives. One of the essential and most vital principles for achieving this desired outcome is the creation of a favorable and relevant brand image in the audience’s mind. Simply put, it is crucial to know exactly what image you need to convey to the audience and execute it correctly.
It is worth noting that effective advertising must be aligned with the brand’s strategic roadmap. Defining this policy is, in itself, an immensely important and sensitive specialization in modern business, and this is where the role of experienced branding experts becomes increasingly prominent. In the advertising arena (campaigns), brands have various methods and techniques available. Each company selects and utilizes the appropriate method based on its type of activity, defined objectives, and financial budget.
These methods include various types of outdoor, internet, television advertising, content creation, and other promotional techniques. Regardless of the method chosen, the role of logo design and brand image remains highly significant. Today, brands aim to introduce and embed their logo, as their brand’s symbol, into the minds of the audience through every type of advertisement they execute.
Characteristics of a Standard Logo Design for a Positive Brand Image
In this discussion, we will highlight the characteristics of a standard logo design required to create the most positive image of a brand design:
1. The Logo’s Clarity in Expressing the Brand Image
In the simplest definition, a logo is a graphic image that expresses the nature, essence, goals, values, and field of activity of a company and its products or services. From this perspective, it must be designed to convey these elements accurately. The logo design must not speak a language separate from the brand’s message. In other words, the logo should not mislead the audience from what the brand intends to communicate or convey a different message.
2. The Logo’s Effectiveness in Advertising
Logo design will be effective in advertising only when it successfully pursues the brand’s objectives.
In a pictorial logo design, only a graphic symbol or emblem is used to convey brand concepts. A prime example is the Apple company logo design, which uses its unique apple symbol.
In a logotype design, letters are specifically designed. The famous example of this style is the Coca-Cola brand logo.
The third type in this categorization is a combination of image and typography.
In all three model types, the company and the designer consistently strive to maximize the design’s impact by utilizing graphic forms and the emotions each form evokes in the viewer.
3. Brand Image and Audience Mind Engineering
Brand image encompasses all the concepts the audience receives when looking at the logo. It is best if we thoroughly consider the image we will convey to the audience before blindly launching the logo into the market.
A consumer views the world around them with their eyes. Logo design must be executed in a form that captures the viewer’s eyes and draws their attention. In other words, a logo is a brand symbol in a graphical and visual form, created by the designer in collaboration with and based on precise information received from the client (the brand owner). Therefore, it is highly important that the client exercises the necessary precision in providing information, as an expert designer feeds off the information they are given.
A Word to Managers
In the best-case scenario, a logo designer will design exactly what you expect from them. We have set aside the agencies that specialize in logo design and provide branding consultation to the customer.
Therefore, you must apply the necessary precision to the brief you provide to the designer so that the outcome is equally accurate and effective. Through this diligence, you can be hopeful that the perception the audience forms of your brand and logo is exactly what you intended to convey, and not something diverted from those concepts or entirely contradictory to them.