Importance of a logo.
Why do I need a Logo? This question we face very often. Let’s try to explain it, the way we see it. To understand the importance we need to know, what it is. “Logo” is a shortening of the word “logogram” or “logotype,” meaning, “sign or character representing a word.” Both are derived from the Greek word “logos”. It translates to “word” and “gram,” or “what is written.”
Origin of Logo Designing:
The Egyptian civilization flourished. Subsequently the ‘hieroglyphs’ made its mark. Later Greece developed the first Logos. These were a form of codes with the initials of a name. In addition the code designs waere easily recognizable. It represented their rulers or royal dynasties. These first Logos were embossed on coins. Gradually codes evolved into distinct trademarks in the 13th century. As a result, merchants began using logotypes to distinguish their goods. The economy then was characterized by handmade products. So the Logo was a signature of originality.
Journey of Logo Designing:
New technology developed during the Industrial Revolution of 18th century,. Eventually it allowed mass production of goods. As most of the population was illiterate, the Logo helped people to identify products. Quickly. Mass-produced items contained Logos. It separated them from similar products. In time Logos stood as a guarantee of quality. Gradually manufacturers began to add the company name to the Logo. And printed it on packages and products. The same tradition continued. Many successful businesses use a logo in today’s market. Logos have become indispensable. According to a report there are nearly two million registered trademark logos in the United States. And it is increasing every year.
Logo Designing Today:
Production capacity increased with the technological advancements. Similarly, potential demand grew with the growth of population. As a result market became more competitive. So it became more important to be recognized in crowd. To survive in this new scenario branding policies needed change. It involved a new thought on logo designs too. Meanwhile, slowly came in the ‘neuropsychology of consumer behavior and marketing’. Researches found the effect of certain shapes and colors on human mind. Consequently marketers now started targeting decision-making areas of human brain. It follows a serial of actions. (a) Attention, (b) Memory, (c) Emotion, (d) Reward. This circuit works in customers’ brain without any conscious effort.
So a Logo today is not just an identity. It is a vital part of the complex process. In a way it is a silent system, programmed to hack the customers’ choices. And convert him/her to a loyal consumer.
It is a world of advanced branding today. A product or business must be extra cautious about the message it conveys. There are several cheaper options available in market now a days. But for the sake of result, one must work with professional logo designers. As I mentioned in an earlier blog, any other design could replace the Nike swoosh. But a bad one would have destroyed the brand.