By Trevor Hart
A cohesive visual identity is a crucial element for every brand, so it may seem counterintuitive to use multiple logos for one brand. However, when used effectively, multiple logos can help reach niche audiences, build customer loyalty, and ensure long term brand viability. Generally, the key to developing a strong set of logos boils down to four qualities: recognition, relevance, adaptability, and versatility.
Especially in the digital marketing era, achieving any success in business requires brand visibility. Your logo is often the first thing consumers will see, so it needs to not only catch their eye but also make a memorable impression. Here are our top three tips for building strong brand visibility and recognition through your logo package:
They say don’t judge a book by its cover, but consumers always judge a brand by its logo(s). A brand’s personality is a driving force in building loyal audiences. This personality is communicated primarily through visual imagery and packaging. During brand development, audiences can be segmented in a variety of ways: demographics, geographic location, buying habits, lifestyles, etc. Conduct thorough market research before developing your brand to understand the psychology behind various visual elements. When developing your brand, consider these questions:
Then, tailor these elements–including logos–to the appropriate audience to ensure you are crafting a memorable brand identity. The key to forging strong brand-consumer relationships is designing a visual identity that resonates with the right audience. For example, the brand values reflected in a logo tailored to Gen-Z consumers is unlikely to resonate with consumers of another generation.
Multi-channel marketing refers to the process of utilizing several different marketing methods for one brand. Tactics used in multi-channel marketing may include–but are not limited to–paid search ads, display ads, social media posts, and traditional marketing such as mailing lists or in-house promotions. In our blog on social media campaigns, we outline the importance of utilizing multiple channels. An adaptable set of logos is a critical part of multi-channel marketing strategy for three reasons:
In the rapidly changing marketing landscape, the need for a versatile brand identity has never been more urgent. Brands that have achieved long-term success have done so by developing an umbrella of products and services, each with a unique but complementary identity. For example, Google’s vast lineup of products includes a variety of logos:
While each logo reflects the nature of Google’s different products, each logo is unmistakably Google. This speaks to the versatility of Google’s foundational values and the relevance of their guiding principles: accessibility, scalability, and dynamic motion. The colors, visual cues, and imagery used in Google’s brand kit are so versatile that they can easily be used to showcase a variety of online tools and products including Gmail, Google Meet, Drive, and more. Here are our three tips for ensuring versatility in your logo design:
Perfecting your brand’s logo package doesn’t have to be difficult. Let 88 West help develop your brand identity! Check out our previous branding projects, or get in touch with us at firstname.lastname@example.org.