What’s the Big Deal About Logos, Anyway?

October 13th, 2011 03:24pm CDT by Nathan Schaad

Logo RevRainbowby Nathan S

Normally, when I surf the internet, I don’t really pay attention to the upper left hand corner of my screen. Since most companies just stick their logo there, I, as the casual internet surfer, don’t really worry about that part of the screen. This might lead some to say that the logo isn’t really worth putting there at all. Nobody is looking, so why do it?

However, that logo in the top corner of your website, from a marketing standpoint, is extremely important. Though some people (like me) pay little to no attention to that area of the site, the logo still is the first message you convey to anybody visiting your website. Even if they don’t think they’re looking, chances are good that they at least glanced at the top corner of your site. Maybe they don’t even glance. Wait, why are we doing this again?

Here’s the way I see it. I think there’s a bit of a social contract involved: I don’t think I care what you put in the top left corner of your site, because chances are I’m not going to look. However, if I do decide to look, and I don’t see a logo, I think I’d be a little concerned. I think my exact thoughts would be: “Wait, I’m on a business’s site, but they aren’t showing their logo? Is this a phishing scam?”

Why would I say this? Why would I, someone who doesn’t really pay attention to logos, assume a site was a scam if I didn’t see a logo? The answer is simple: brand continuity. The logo you place on your website is likely the same, or very similar to, the logo you place on your company’s white papers, mailers, and so forth. If you are in a home service industry such as pest control or plumbing, this logo is probably also on your service vehicles. By seeing that same logo on your website, it removes most of the ambiguity that the site is yours.

However, the nature of the logo itself and the recognition of the logo are just as important as the existence of one. Gap clothing stores recently learned this the hard way, when a disastrous redesign of their logo was launched to public ridicule. The response was so intensely negative that the company returned to their original “blue box” logo within a week. Once you have a customer base, a logo redesign should be considered very carefully, as there is always a slight risk of alienating your current customer base with the new logo.

Well, there’s my rant on logos. Tamara made the logo you see at the top of the page, and I don’t know. I think we might have to talk with Scot about rebranding the company. What do you think?





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