When you think about any really well known company, the logo is more like the tip of an iceberg. The shapemarks and textmarks that make up well designed logos become subconsciously linked to the whole experience of the business it stands for. Supporting it are carefully chosen colors, specific fonts, the company values, how they treat their customers, the quality of their products… all contributing to the overall perception of the brand.
When people see MacDonald’s Golden Arches logo it can trigger thoughts of the taste and smell of the food. Brown and yellow UPS logo? Reliable package delivery. The red and blue Petco cat and dog? Even if they aren’t a household name, those who see the logo remember it because of the cute cat and dog, and are more likely to want to purchase from them if they see the logo among others when they are browsing online.
This is why cutting corners on branding for your company can cost you in the long run. There is a restaurant I pass in my neighborhood that has a sign with their name typed out in a decorative font called Comic Sans. This is a free font that comes in any word processing software. No investment and mediocre results. This sign is broadcasting to the world that they were cheap and didn’t believe their business was important enough to invest in it—and that’s the point. This detracts from the quality of their food and service.
Branding is an investment in the future success of your business. The logo for Portland State University took a year to design. Granted, the number of stakeholders who had a voice in the process would have complicated things. The point is that a well designed logo takes both thought and skill. It often takes hundreds of sketches to come up with a concept that is worth developing to completion. Those who think they can get one for $20 would do well to take this to heart.
To your business success!