What Influence Will Visual Branding Have On The Next Generation?

The importance of creating a strong visual message which conveys the ethos of your organisation through a strong and impactful company logo.

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We’re all familiar with the Nike Swoosh, the golden arches of McDonalds and the apple with a bite missing from it from Apple Inc. — these are all examples of world-famous logos that you’d recognise without the need for any other branding. But it’s not just enormous global corporations that can use the company logo to great effect. Recent statistics have found that it only takes consumers an average of 10 seconds to form a first impression of your brand’s logo, proving that this is a marketing area that is worth spending time on, whatever the size of your business.

Saturation Of The Internet

With over a billion websites on the Internet, it’s fair to say that the digital space is a saturated place to be. Standing out from the crowd can be difficult, and getting your website ranking well within the search engines is only half the job. Equally as important is the message that your website delivers to those visitors that click on it. This can be the difference between a converting visitor who goes on to purchase something, or a bouncing visitor who clicks straight out and goes to a competitor site instead.

However, a strong company logo will offer a visual representation of your organisation that provides a positive impression that sticks in peoples’ minds. Your logo can be worked into the main design template of your site. Yet, your website is not the only place where you engage with consumers. Place your company logo on all your social accounts to extend the reach of your branding.

Look To The Future

As society becomes so intertwined with digital living, naturally the youngest generations are influenced by these changes. The University of Amsterdam carried out a study on 238 children aged between 2–8 across day centres in the Netherlands. The study focused on the ability of the children to recollect logos. 67% of 2–3 year olds were able to match a logo and a product appropriately, but this number had risen to a perfect 100% of 8 year olds who paired the design and the brand together correctly. Clearly this proves that logo design is going to be crucial in marketing to the next generation of consumers, so it’s essential to invest time and effort into developing an effective logo strategy over the next few years.

The Psychology Of Logo Design

There are many factors that go into the creation of a successful logo, but it’s important that you develop a design that matches the ethos of your company. For instance, a logo featuring a fun cartoon character would not be the best representation of a city law firm; instead, it might be better suited to a children’s party company. It is important to match the expectations of your consumers with the artistic message that you send out. The colours involved in a logo design are also important — green suggests harmony with nature, whilst blue is often a popular choice as it conveys trustworthiness and professionalism. A reputable Essex logo and branding agency will be able to provide suggestions as to the type of colour scheme that might work for you.

Although much thought should be given to logo design, the good news is that there’s not necessarily any correlation between the amount of money you spend and the success of your branding. Both Twitter and Nike had their logos created by small local designers, so it needn’t cost a fortune to obtain impressive results for your brand.

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