The science behind Brand Logos in Mobile App Design
During my research for my mobile app, I found myself increasingly curious about the finer details of brand logo placement. While my designer recommended placing the logo at the top left corner of the app, I felt compelled to dig deeper and explore the rationale behind this placement:
- How do we decide on the placement of the logo?
- What purpose does this logo serve?
When it comes to branding and logo placement, one crucial aspect to consider is the role that logos play in promoting brand awareness and identity. As a new product enters the market, it is crucial to establish your brand and make your presence known to potential customers. The logo serves as a visual representation of your brand and can help create a lasting impression in the minds of your target audience. By strategically placing the logo throughout the app, you can increase brand awareness and move users from the awareness stage to the consideration stage, where they begin to actively engage with and consider your product.
Like Youtube or Instagram, mostly the logo is being used as a symbol of brand awareness. They are displaying it only on the home screen, unlike other apps which display logos on every screen.
Looking at Twitter, we can see how the logo can become an integral part of a brand’s identity. Elon Musk’s recent decision to replace Twitter’s original hummingbird logo with the Doge meme is a perfect example of how small changes to a logo can create a buzz and engage customers. By tapping into the power of memes and internet culture, Musk successfully leveraged the logo to generate attention and drive engagement. It’s a testament to the fact that logos aren’t just static symbols but can evolve and adapt over time to reflect the changing identity and values of a brand.
Though, he changed the logo only on the web and not on the app could be because of the following reason:
A calculated risk-taker, Musk is motivated to generate buzz and engage customers. However, he is also wise enough to minimize any damage to the brand’s identity. According to a Statista study, Twitter had approximately 211 million monetizable daily active users (mDAUs) worldwide as of Q3 2021, with the majority of users accessing the platform via mobile devices. This explains why the logo change was only made on the web version and not the native app.
Although Elon Musk’s experiment is ongoing and the outcome is yet to be determined, it’s important to note that new businesses may not have the luxury of taking such risks. Twitter, on the other hand, has already established a loyal user base, and as they are at the end of the marketing funnel, they can afford to experiment and take risks.
Furthermore, the Twitter native app offers a unique feature where users can click on the logo to refresh their feed. This simple yet useful function allows users to quickly return to the top of their feed, especially if they are browsing through old content. The logo, in this case, serves a dual purpose by not only strengthening the brand identity but also providing a useful function to enhance the user experience.
There is another interesting place to use the logo is while loading the app. By displaying the logo during the loading process, users can immediately recognize the app or website they are using and feel reassured that the app or website is loading correctly. Additionally, a visually appealing loading screen can help to keep users engaged and reduce the perceived wait time during the loading process.
Last but not the least, logos are also displayed on the different pages of the app. It can be on the sign-in/signup page, login page, about us page etc. Placing the logos on different pages is one more way of reinforcing the brand. I would say it is a bit of a stretch but if it is aligned with your user experience then go ahead.
In conclusion, the placement of a logo within an app plays a crucial role in promoting brand awareness and identity.
