Collective: The Real Cost of a Logo


The Real Cost of a Logo


Symbols are as ancient as we are. In fact, they are older than the written word. Used as markers which aid us in perceiving and navigating the world around us, they are a communication shorthand linking our internal value system with external entities.  


Over that last 150 or so years, businesses have understood the importance of symbolism helping to establish recognition and distinction from competitors, while evoking ideas and feelings in customers.


Brands with memorable symbols, colours, names and positive, strong brand associations have what’s known as brand equity. Economic evidence has shown that this leads to additional sales and better margins.


While the $99 logo may seem appealing, getting it wrong can create adverse brand associations costing your business heavily. And here’s why.


The 7 Second Rule


Many studies have confirmed that people who have little to no exposure to a brand will make complex assessments of a company or product based merely on the logo.


That’s because the brain looks for shortcuts to avoid deep, deliberate thinking to save energy. Logos aid this process.


Neuromarketing research also reveals the sub-conscious decides on a brand 7-10 seconds before we consciously do.


The Science Behind the Art


It’s phenomenon that plays out in human built spaces as it does in nature – shapes influence human behaviour. And it’s no exception for the humble logo.


For example, logos which feature circular shapes activate associations with softness and induce perceptions that a company is caring and sensitive to customer needs. Triangles that point up signify direction and power. Squares stability and order.


Then there’s the proven psychology behind colour, nomenclature, etymology and semantics and their impact on human behaviour.


All of which are considered in good logo design… and most likely disregarded in the $99 version.


Logo Design Essentials


When developing a new or revived logo, you don’t need to break the bank. But you do need to invest proper time and effort with a logo specialist.


Any good specialist will ensure they understand the following before initiating design works:

  • Your customer: Demo and psycho attributes such as Age / Gender / Habits
  • The product category: Skincare / Food / Manufacturing / Service / Technology
  • Core service: IT specialist / e-commerce store / Interior Design / Electrician / Baker
  • Your unique value: Caring / Reliable / Innovative / End-to-End / Sustainable

Once these have been established, the designer can explore the appropriate shapes, colours, textures and words to support your distinctive business proposition in a way that appeals to your unique customer!


Hot Tip: Ask your logo specialist to show you how the logo design looks mocked-up to ensure functionality across all types of applications.  

After all is said and done, a logo is not the ‘be-all and end-all’ of your business, but an important factor in establishing strong equity. 


Talk to the brand experts at Sidedoor today.