Role of Logo in Your Brand Strategy

It's not uncommon for people to mistake their logo as their "branding," but your logo is only one piece of your branding strategy. It's a symbol that can provide consumers with instant and powerful brand recognition of your business and the services or products that you offer. Without a strategy behind it, a logo can put across the wrong message. That can weaken your strategy rather than enforce it. You'll want to keep your brand message consistent to help increase consumer recognition.

When You're Ready to Create Your Logo

The mission of your logo is to portray the values and goals of your company. Make sure these are clearly established before you venture out to find a logo designer. Be clear about the message you want your brand to convey so your logo can clearly reflect that message. You must have a strong association between your brand and your logo. Remember, it's only one piece of your branding strategy. Your logo should reflect professionalism and growth no matter how small your company is. Make sure that the logo you select isn't dated or won't become dated.

Tips for Creating a Memorable Logo

Start with visualizing someone else's logo, one that's stuck with you for years. Logo happens when the creative impulse is cultivated with curiosity, freedom and intensity. Let your mind wander. Be unique. Be clever. Demonstrate something about that no one has ever considered before so when your target market sees it, they say, "Aha!" Use color to grab attention. Don't overly complicate it. Avoid getting too fussy. That mustang is just a horse – Ford didn't have to include the entire herd running behind him to get its message across. Spotify, the Swedish music streaming service has its original logo probably foreign to most American listeners. It was a funky logo type with the "O" lifted up and (what I assume are) radio waves coming out of it. In 2013, Spotify updated their design, focusing on the "circle with radio waves" motif. They stuck with the green and white but introduced a gradient that gave the mark some fake 3-D dimension. In 2015 the brand consultancy group Collins took a crack at refining the 2013 logo design. And in our opinion, they knocked it out of the park. One of the things I love about the Spotify branding is that it successfully uses a large color palette. While green is their primary color, it is certainly not the only color they use. I also appreciate the use of the duotone technique, gradients and pop art graphics.

The Bottom Line

Confident branding and a strong branding strategy use design to communicate a message that attracts the target audience you want to entice – a message that creates confidence in your brand while differentiating between you and your competitors. Does your logo fulfill this mission? If your answer is no, it may be time to consider strengthening your brand strategy and looking at a new logo to reposition your company.
Logo does not add a pleasant quality to design – it reinforces it.

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