What does your logo say about your business?
Here is an interesting article I read yesterday that captures so much truth of why companies should invest in their logo. The Venturebeat article Top designers react to Airbnb’s controversial new logo provides a snapshot into the often mystical world of corporate logo design. At Talooma, a digital branding agency based in Johannesburg and focused on the B2B market, we believe that companies should take a step back before developing their digital presence on the internet and first ensure they have a well defined company brand. Only once you have a well defined company brand can you extract maximum benefit from your online presence through your website and social media. The tip of the iceberg of the company brand, is the logo.
A bit of background
The logo change
|Old Airbnb logo|
|New Airbnb logo|
It doesn’t take much to see why the new logo is quite “controversial” – just let your imagination run with that new logo shape and see where your mind ends up! But let’s not get distracted (or does Airbnb want us to be?). Here are my key take-outs from the Venturebeat article:
What makes for a great company logo?
Unique and different
If your company logo looks even slightly similar to that of another company, you are in for criticism. The logo is a representation of your uniqueness as a business – that what makes you special. If your logo is a copy of someone else’s, you are really saying you are un-original, bland and maybe even a little dodgy. Put in another way, your business looks like that guy walking into a room who clearly doesn’t care how he looks and what he wears. People tend to pull up their noses.
Go beyond the obvious
A logo should have symbolism and strike an emotional connection with the target audience. On this note, I often hear company owners in the B2B space say that their buyers aren’t emotional – they are rational business buyers. Nonsense! In the words of the marketing guru Phillip Kotler: Does anyone really believe that they can leave their emotions at home? A company logo acts as visual proof of a much greater intention to strike deep relationships with your customers.
Be visually beautiful
Ongoing marketing support
Visual proof of your company identity
An indication of the company’s vision