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6 Reasons Your Logo Is Critical to Branding

When you’re just starting your business, you have a zillion things to do but only X dollars to spend. While it might be tempting to cut as many corners as possible, there are certain things you don’t want to skimp on. One of them is your logo.

Your logo is one of the first things people will see when they’re on your website, looking at your business card, or deciding whether or not to follow you on Facebook. And while your logo isn’t your entire brand, it’s critical to branding. Here’s why:

A logo tells your story visually

Humans are wired to learn visually, which means your logo can tell someone a lot about your brand in just a few seconds. When anyone – a customer, potential customer, investor, partner, vendor – sees your company’s logo, they’ll immediately understand more about you.

A logo sets the tone for your brand

Your logo is your brand’s starting point, as it informs the colors, typeface, and design elements you’ll use ... everywhere. A logo that is done on the cheap and with very little thought or research behind it will inevitably lead to a brand that looks cheap.

A logo creates a connection

A little market research can really help your logo create a connection with your audience. Study competitors’ logos, current trends, and your target demographic to understand what your ideal customer will find most appealing.

A logo can increase sales

As your customers get to know, like, and trust your brand, they will begin responding positively to your logo. That positive feeling can actually lead to increased sales.

A logo conveys a feeling

Did you know that each color is tied to different emotions? In fact, there is an entire field devoted to the psychology of color, and it’s rather fascinating. It is so important to choose a color (or colors) that convey the feeling you want your brand to evoke in customers.

Beyond color, typeface and design can also telegraph important information. A tech company might use angles to convey speed, a law firm might use circles to convey trust, and a hyper-local restaurant in the city might use a custom typeface to convey its authenticity.

A logo is instantly recognizable

A good logo can be spotted in a sea of symbols. Let’s say you’re sneaker shopping at Marshall’s or TJMaxx. As you scan the rows of shoes, you can quickly spot logos from your favorite brands – Converse, Adidas, DC, Vans. That’s the power of a logo – it helps you stand out, and it helps your customers make faster buying decisions.

What do you love most about your company’s logo? What other logos do you admire?