When was the last time you hired a company or purchased a product because of their logo?
You’re thinking probably never, right?
(Unless it’s McDonald’s maybe, because there is something magnetic in those golden arches, don’t you think? We’ll get to that in a second.)
You may not believe that branding can affect your purchasing decisions one bit. But that’s not the case. Often it’s already influenced our behaviour, without us even knowing it.
Logos might seem innocent enough. Little icon. A nice font. But they are like little trojan horses. Not in the sneaky Greek warrior way, but in that they look harmless but are packed with potency.
A logo is a badge. A metaphor. A visual link between shapes, fonts and colours and your brand. What’s your brand? E V E R Y T H I N G. Its success is measured by how people FEEL about your business or product. Emotions, expectations, memories. Purchasing decisions, loyalty, recommendations.
Let’s explore this a little by breaking it down into 4 things.
- Look and feel
- Mental shortcuts
- and Storytelling