When you are starting up a company and you come to a point where you think about the brand – you should really think about it. They say that ”brand is a promise given to a customer”. So you don’t want to give a promise you are going to break, right? So make it count. Customer is only the most important piece for your company since it is the one who’s paying your salary.
In my own words, brand is kind of like a face of the company. Eyes are the logo since you always look at them first. Behind the face there is the company itself. The face, the brand, shoud be impressive, pretty, clear and simple – so that consumers can take a step towards you. The face is your most recognizable thing – thing that you are recognized from.
According to the study of British Psychological society (Letter-case information and the identification of brand names) it seems that if the brand name is constantly and commonly printed with the same format, colour and font it is more identifiable and memorable. When customers think about the brand name they start to think about the logo/symbol as well. It works just the opposite too – if you see companies’ logos you will think about the companies as well.
In my opinion logos tell stories about the company. What the company is like and what is its vision and what kind of company it wants to be. At least my imagination starts to run when I see these fonts above. Immediately I start to think about what kind of company could use this font and in what purpose. And as below, fonts are the same but the story is a whole lot of different – yet you can still recognize those companies.
Let’s take an example. Apple’s first logo wasn’t just an apple. In the first version Isaac Newton was sitting under the tree and an apple was about to drop on to his head. The logo was not that well understood and recognized because of its many many details. So it seems that customers want something that has to be easy to see and easy to understood and at the same point something simple. So Apple created a logo which was nothing more than an apple. And there it was, maybe the most well known logo in the business world – simple.