Consistently communicating the brand platform at every level of interaction with consumers is key to increasing brand engagement in a saturated marketing landscape. Psycho-sensory research tells us that the majority of information is communicated through non-verbal or sensory channels. A clear, coordinated visual identity is therefore critical to formulating and executing a successful brand-building strategy – one that reinforces brand perceptions and manages audience motivations and expectations.
So, every company looks for the means that help in effective communication with the people and targeted customers. While there are means such as brochures, websites, business cards, leaflets and many more, logo design is one of the most effective ways for companies to communicate with the audience. However, surprisingly few companies trade upon the opportunity that logos represent; most logos fall short in visually expressing a brand’s values and principles. Thus differentiating your brand from others is critical to business survival and so is communicating the benefits of your brand.
As the visual representation of a brand, corporate logos have shown its potential to communicate and reinforce a brand’s core values and principles, which is called its symbolic benefits. Logos, thus, play a critical role in serving as a point of connection between a company and its customers.
For example, Polo Ralph Lauren’s swinging polo horseman logo conveys the brand’s exclusive, casual-chic style, while the logo of Patagonia Inc., featuring a mountain range against the background of the sky, helps the brand communicate its connection to the environment and free-spirited ruggedness. Apple’s logo, the bitten apple, in and of itself effectively communicates a company that is different and unique and does things its own way.
Coming home, one company whose logo is notable of mention is that of Nigeria’s leading fruit juice, dairy products and snacks manufacturer, Chi Limited. For a company that has a range of healthy and quality products, its logo which is the brand’s first contact with a potential consumer should be reassuring. The logo emphasizes the brand position as friend and unquestioning loyalty to high quality products. The “House of Chi” logo represents the symbol of a company that prides itself in offering products that are themselves benchmarks in their respective categories of Juice, Dairy-based Beverages & Snacks, with each offering admired for its highest quality, nutrition & health standards.
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In conclusion, a logo is all about conveying a message to the target audience who are interested in the products and services related to that business. A logo is thus designed to create a business message by incorporating accurate design elements. So, the design is not all about impressing the audience and creating a visual appeal for the company and its business, it is a symbolic representation of a brand, its character and its fundamental principles and values. It is also single-handedly the most important graphic element and serves as the visual signature of the brand.
