Is your logo sending the right message?
Wednesday, June 12, 2019
Your company probably created a logo years ago and kept it ever since, believing that familiarity breeds brand loyalty. That can indeed be true if a logo truly serves its products' purpose.
But is your logo sending the right message about your brand's specific attributes and benefits? Does it target your audience as effectively as possible? If not, a tweak or complete redesign could be in order to boost your visibility and sales.
How can you analyze your logo's messaging strengths and weaknesses? Use these science-based strategies:
Reevaluate your logo color.
A study from the University of Missouri found that specific logo shades create specific consumer impressions of a brand. For example:
- A blue logo makes a brand seem successful and inspire confidence.
- A green logo makes a brand seem eco-friendly, tough and durable.
- A purple logo makes a brand seem feminine and glamorous.
- A pink logo makes a brand seem youthful and imaginative.
- A yellow logo makes a brand seem fun and modern.
- A red logo makes a brand seem rich in expertise and self-assurance.
Turn down the noise.
Researchers at University of Southern California reported that the more subtle a logo is on luxury brand products such as handbags, cars and men's shoes, the more money a high-end consumer is willing to pay for it.
Heavily logoed products are actually more likely to move at a lower price point, which means that if your target audience is seeking status, they don't necessarily want that to be obvious.
Shifting the position of your logo can increase revenue.
Research from the University of Delaware found that if you move the logo in a familiar ad, it makes a consumer's brain apply more energy when looking at the tweaked ad and actually cements the ad more effectively in one's mind.
Try a subtle left-to-right shift to see if it gives your brand a bump initially, then consider a redesign if your audience indicates that's welcome.
Give your brand's divisions their own logos, too.
A UC Davis study found that if a group has a logo, it gives the impression that the group is effective at what they do and working in a coordinated manner. Create sub-logos for your sales teams and your PR team — it will improve their rep and give them a shot of confidence as they spread your brand message to the world.
Trust your intuition.
Does your logo just FEEL tired? If so, go with your gut — it's probably time for a change. Gather feedback with your team and start researching your redesign options. A fresh start could be exactly what you need!
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