Logos and icons are often overlooked when creating a brand. They are often perceived as irrelevant and unimportant. This viewpoint couldn’t be more wrong. Your logo is your brand. It is one of the most important aspects of the branding process. A logo helps you stand out, be different and leave a lasting impression on your target market. A well-developed logo is a foundation for your brand.
Logos can often explain your business process. You might be asking yourself, “How can I explain what my business does in one, single image?”
Amazon’s logo is a perfect example of this. 
Note how the orange arrow originates from the A and points to the Z. The logo conveys to the consumer that on amazon.com you can purchase everything from A to Z. Logos give your brand its identity.
When you think of Nike, you automatically think of the Nike swoosh and the ‘Just do it’ slogan. Nike is one of the top leading sportswear brands in the world. The brand represents victory, originating from Greek mythology. According to the Economic Times, the swoosh represents the Goddess of Victory’s wing, symbolising speed, movement, motivation, and power, giving meaning to the Nike brand.
It’s important to note that your logo leads customers to your company. Your logo is often the first element of your company that people come in contact with. It is the first thing that is communicated to customers, be it on your website, advertisements, products etc. The logo should be one that is memorable. Often, people may forget the name of your company, but the logo will almost always resonate with them. A study by Henderson and Cote in 1998, found that customers can develop brand familiarity with logos and that this can benefit a brand due to the positive effects associated with such familiarity.
Test your knowledge with the Logo Quiz.
You will find that you will recognise the logo and know what the company does, but the name of the company is more difficult to remember. Therefore, this quiz highlights the importance of efficient brand marketing. Company’s need to recognise that consumers subconsciously recognise a brand due to their logo. The purpose of brand marketing is to link your identity, values and personality, acting as a bridge between your products and your customer.
Your branding gives you purpose. It needs to have meaning. It represents your business, products, and services on a wider scale. Logos and icons are essential components for success.
