A logo is not simply the emblem under which a company trades, nor the outward facing image that describes what a company does - to customers, it is a symbol that subconsciously connects them to their emotions, desires, loyalties and preferences via the brand identity.
Basic level operations
If a business operates effectively on a basic level with little branding or personality, it might be challenging to understand the impact of sharing a resonating brand story, guiding core principles, an authentic mission statement and relevant visual tools with which to communicate them. Numerous companies exist at this basic level, such as local businesses that appear to have minimal marketing needs, with a familiar client base and who's regular workload is considered reliable. For these businesses, a logo that appears adequate is often deemed sufficient for maintaining a professional image.
However these are the companies at highest risk of being left behind - they tend to operate using out-dated practices, not seeing the need to stay current due to their steady clientele. In the rapidly changing world of enterprise, traditional roles like copywriters, artwork retouchers, and illustrators have become obsolete in less than six months, as AI has rendered many of these skills redundant. This also implies that companies capable of simplifying the user experience and employing more agile business methods to keep pace with rapid advancements can easily capture the market.
The dangers of a "lovely" logo design
You may be delighted with your logo - it may have been crafted by a talented creative and incorporate concepts that mirror certain facets of your business, however superficial logos are often contrived, relying on a surface level grasp of how to visually represent the business. The risk with such a functional logo is that, despite the effort and creativity involved in its design, it is more likely to fail in connecting with audiences on a semantic or emotional level. This means reduced brand recognition, reduced loyalty and reduced repeat business.
A logo contributes to a brand's visual identity, yet the visual identity is just one aspect of the wider brand identity. This encompasses the brand's story, personality, name, products or services, and tone of voice. The logo should therefor be influenced by these crucial elements of the brand identity, as they help establish a deeper connection with the audience.
How should a rebrand be approached?
Prior to the rebrand of a visual identity, an audit should be conducted by a branding specialist to determine the brand archetype, key personality traits, and guiding principles, along with essential background details that influence the sequence of cognition (shape, colour and content of the logo). These elements of the visual identity will be meticulously chosen for their psychological link to the business's core personality traits and values, ensuring they leave a lasting impact on the target audience.
To start your rebrand journey, get in touch with Fiona@roccoco.uk or visit the courses and resources pages to learn more about brand psychology, brand alchemy and how to design meaningful identities that resonate.
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