Each particular area, town, city, country, region has its own religious, moral, ethical and humanistic cultural values that the people residing in those areas respect and observe. These cultural values have been developed and passed down over generations and disrespecting them either intentionally or unintentionally can turn out to be disastrous for any brand.
And the brand asset in which you should show the most care regarding this issue is logo design as it’s the most impressionable marketing tool for any brand and your introduction to a new group of people. Any mistake here and you are risking your investments. Too many brands have done this and have seen their business closed even before they started and no matter how many apologies or rebranded launches they try, the audience fails to accept them.
To avoid meeting a similar fate for your brand, the foremost thing you need to do is research extensively about these very cultural values and try to end up on the right side of the perception with your logo design. A right perception will definitely strike the chord with the audiences and has the power to transform your brand into an overnight success.
When trying to do so, you would need to make sure that you do two things during the research phase. First, you need to hire an expert logo designer or an expert logo design firm, one that has had a lot of industry experience to know and understand how to avoid these disastrous conundrums with designs. Secondly, you would need to make sure that the most sensitive logo design aspects that can hold some sort of cultural insinuations or relations are researched for thoroughly to avoid anything that could send the wrong message.
Here is a list of design aspects of a logo that you need to take care of the most:
In many cultures around the world, certain colors are regarded as symbolic representations of various emotions and feelings. What a certain color means in one area might be entirely different to what it means in another area altogether, even if these two areas lay in close proximity to each other. One of the biggest examples of this cultural divide of colors are the colors white and black. While black is regarded as the color of mourning in the west, people from the east regard white as representing the same thing. In the west, brides wear the white color, but in the east, it is mostly adorned by widows.
White cannot be used to represent something funky or upbeat in the east, while green is a very sensitive religious color in most Islamic countries. When trying to choose a color template for your logo design, make sure that you have studied the culture well and know how it uses and regards certain colors to make sure your logo turns out to be a success.
Just like in colors, certain symbolic gestures like the thumbs up sign or the full hand sign can certainly have different connotations in different parts of the world and they are even more sensitive than colors when it comes to know about a certain culture. Just as no two languages can sound alike, cultural symbolism of a particular area is also unique, so make sure that you communicate what to avoid incorporating in the logo design. This factor is important for firms who want to grow internationally, where they have to cater to and respect the cultural beliefs of a large number of diverse people.
The codes of moral and cultural decency vary highly with each region and that’s where you need to take care during the logo design process. Even small things like the font that you might use, or a picture that might come off as suggestive, can turn out to be a huge turn off for the people you would want to target and influence. Expert logo designers know how to avoid these design mishaps but it’s best that a brand takes part in the design process at each stage to make sure the end results turn out to be great.
It is important to think about every aspect of the logo design before you make it the face of your brand. Always consult your logo designers, especially with ideas that you believe would work well within a certain culture, and work your way to make the design distinctive and beautiful. The importance of research is indispensable during the logo design process to avoid bad publicity for your brand. Make sure that you are not just choosing a logo design that you like, but the one that can connect to the maximum number of people through ingenuity, creativity and mutual respect for the cultural values they hold in a high regard without creating any misperception.
When a brand wants to get a logo designed for itself, the foremost priority it places on is its uniqueness, but with so many industries that feature hundreds of thousands of similar companies also wanting to do the same, avoiding clichés becomes an immensely difficult problem to overcome. The advent of the digital world has made it easier for all designers to access all sorts of images and ideas, which mean that any image you can think of, has definitely been used by others in making their own logos. This very scarcity of ideas has made designing a unique logo, one of the biggest challenges in the logo design sphere.
But as a brand, you definitely would want something that stands out and is original, so it’s important that you share your ideas with the designer and collaborate with him/her to get you closer to the kind of results you are expecting.
Here are great tips and considerations from our side that will definitely make it easier for you to do that and stay away from clichés while getting your logo designed:
Understanding Why Clichés Happen
Every logo needs to represent the industry of work and nearly every industry has an undeclared symbol to represent that it’s being represented there. Ever seen that homes are always featured in logos for the real estate industry or how food is always featured so prominently in logos from the restaurant industry? They are there because these elements are essential in making the audience recognize the industry that logo belongs to.
Now when the audience knows your industry, it has to know your area of specialization within that industry. This positioning happens in tandem with the industry specific images we have. For e.g. a police badge in a logo will definitely help you identify that this business belongs to the law enforcement or security industry, but adding a sea wave inside that badge as a design element makes it easier to understand that this firm specializes in providing coastal security. Here is the logo that will help you understand this concept:
When you get this difference through with, you need something that sets you apart from your competitors, so if everyone has the wave within the badge, no client in the world would be able to tell them apart. You would need to make your logo differentiable enough from the competition that also has similar elements within their logos which now brings into play the other design elements like vibrancy, color schemes, edge-o-graphy, typography and the mood. These design elements can help you in the unique positioning of your logo that the audience doesn’t confuse with similar firms that easily.
Coming to back to what makes clichés happen, as the design process moves forward, you have little room to wiggle away from the conventionals or have limited tools of choice to help keep your logo an original. There is a fine line between being offbeat and being clichéd and you can find yourself on the wrong side at any time if you fail to understand how less you need to depend on the resources and how much more depends on inherent creativity of your designer and your own self to make the logo more memorable and unique.
How to Avoid this Problem?
Clichéd signifies common and common stems from the ease and low focus on creativity. Sans Sherif is one of the most overused fonts just because it’s easier to read and comprehend than others, making it useful but still a clichéd design element, that is at best, avoided.
Even if you are using something conventional like a plane, in your logo for the aviation industry, make sure that there is something done to that plane that represents your uniqueness.
For e.g. something like a cowboy hat or Bullhorns in a logo signifies something that is from the good old Wild West or is related to it in some manner, in this logo made by us, we have combined these two peripheries to make the audience see a Cowboy hat placed on top of bull horns and also see a bull ready to rage forward. The hat functions both ways, as a hat and as the upper view of a bull’s face as seen from the rider’s perspective. This simple, yet effective logo will make this business stand out amongst similar competitors and still stay true to its other purposes.
So the next time you are gearing up to get either an entirely new logo for your brand or are getting a redesign done, make sure that you jazz the seemingly clichéd elements a bit by infusing creativity. No brand should end up with a run of the mill logo, but for that, you would need a unique vision, a great logo design firm who has the experience of catering to different perspectives successfully and the desire to get the best for your brand every single time.
Nearly every brand has a logo to represent itself because the logo serves as a visual manifestation of your brand’s goals, mission or even its character. It’s the tool through which customers come to identify your brand with, but come 2017, the world of logos and logo design is changing fast because technology now allows brands to utilize their logos in a wide variety of unconventional ways and gather data on exactly how much monetary impact did the logo bring on to the brand.
HotelTonight is an app which provides users with critical last minute information on rooms available in a particular hotel. The app uses a 3 step booking cycle in which users need to tap three times before the room can be booked, however, when the app ran into the problem of people booking accidentally and then demanding refunds, they needed a design solution. The solution would have to be highly potent in solving the issue of the process of bookings being “Too easy” and lead to a cut in accidental bookings.
In a design masterstroke, they found that their logo could serve as a UI fixture and stop people from booking accidentally. The logo, which resembles a bed, has to be traced by your finger before your booking is validated. This simple yet powerful use of the logo in solving an innate business problem led towards a direct impact on the firm’s monetary profits. Not just increasing the firm’s revenue by a steady average of 10% for the last five years, it also brought down fall-out and incomplete booking bounce off rates by 75%. HotelTonight’s logo is serving customers by being a functional tool which is part of the overall process of booking the room, providing a great example of how logos in and beyond 2017 would serve much more than surface-level branding purposes.
However, considering the increasing importance and the shifting usage applications for logos in the future, plagiarism would become an even more serious issue for logo designers, logo design companies and brands in particular.
Plagiarism in logo design has been talked about a lot and there have been countless logo designs in history that had striking similarities. The logos for popular high-end fashion brands, Coco Chanel and Gucci are unusually similar.
The problem with defending your logo from plagiarized comes from the issue of subjectivity. If a lawsuit is filed on copyright infringement to defend a certain brand’s logo against someone who has allegedly copied it, there is not a particular and defined way in which the judge could adjudge whether there was an unintentional similarity or a downright rip off from the original. The judge would only use an ordinary observer test to justify its final decisions and it can come either way because it’s immensely difficult to verify whether a visual design element like a logo has been copied or not. The designs which are intricate and complex may stand a better chance against a plagiarized logo but when a firm has used design fixtures like geometrical designs, which normally stay the same no matter where they are used, the decision will become more problematic.
While there has been some progress in the field of protecting visual copyright portfolios of brands from plagiarism by firms like TradeMark.Vision, who use Artificial intelligence to identify different regresses of a particular logo and then match their similarity with others present on its database, the technology still needs to expand its outreach by getting much more varying factors to get included in the decision-making process to make the inferences and results much more reliable. The technology is in its nascent stage and will take some time before it’s of much more use to brands and logo designs.
Currently, the best way through which you can remain scot-free in and after the logo design process for your own brand’s logo is to always look to hire a design firm that has experiential experience and sound knowledge of the industry’s design preferences, because this will provide you with added leverage on the fact that they will stand a lesser chance of accidentally or intentionally copying someone else’s design or helping you during a copyright infringement lawsuit with technical knowledge of various visual design elements that you can look to defend yourself on.
Your brand’s logo is your biggest differentiation factor and compromising it through leniency during the logo design process will be one of the most sedate yet dangerous mistakes you will make for your brand in the long run. Be involved in the process with the design firm and make it a point to check for relevancy independently at each stage for you to get an exclusive logo that no one else has.
Graphic design is a medium of visual communication which shapes brand identity and contributes to factors such as marketing and product packaging. For many companies and brands, the right designs are essential to their success. Designers often face problems when dealing with clients who are inclined to the business side of the product and have little to no knowledge about the aesthetics or fundamentals of design.
Custom design services such as logos are sold to brands at prices ranging from $100,000 to even $100. This difference comes with the types of clients the designer is providing the service for and the worth of the designer themselves. However, the question remains, what sets the price of the services provided by a graphic designer and is it equal to the actual utility and quality of the design. The following three factors answer these questions:
The first and foremost thing to consider is who the client approaches for their design and branding needs. An acclaimed agency with famous past clients, a huge number of employees and constant delivery in terms of quality will obviously charge a bigger amount for their services. These agencies spend more and therefore demand more as well. A designer working in their basement or an agency with their office in a small apartment building will only charge as per their reputation and quality which can never be of comparison to an agency with proper infrastructure, employee hiring and a reputable past.
The value to the client
The client must have some need which is why they approach design agencies and it is up to the agency to understand the value of the designs for the clients. It is about maximizing revenue at the end of the day and in return provide quality services for client satisfaction. The agency must tackle each client differently as they all represent a different brand with different corporate identities and needs.
A multi-national conglomerate will require something totally unique in contrast to a local brand that only has its reach to a few shops. The agency will certainly be required to do more for the former and will also price them differently according to their needs and budget.
Factors such as expertise or hard work have little to do with what agencies will charge for their design packages. Designs can be minimal and simple but yet be more expensive than a complicated floral or gothic style just because of their value to the client. The apple logo is simplistic and looks like it can be designed easily but it is worth billions today and represents a company which has taken over the world. A local tattoo parlor likely has a more complicated logo which requires aesthetic sense and technical skills. For the value of the logo itself, companies are ready to pay millions.
It must be understood that these logos go on to represent an entire brand throughout the world for years to follow. The logo will be printed on their infrastructure to promotional products which is why the investment must be worth it. Many brands, for this very reason, do not experiment with different agencies and only contact reputable ones for their designs. These agencies do a simple but very valuable job for their clienteles who can, in turn, use their designs for a long time as their glory and build their brand’s identity and standing in the market.
The pricing of design services by an agency also depend on the number of design components they are offering to their clients. The basic and foremost component being the logo; is then used on all following designs. Companies can design for customized business cards, typography, letterheads, folders, notebooks, color schemes, posters, and illustrations etc. Well-designed components like these give companies a professional outlook and helps distinguish themselves from competitors.
Clients can be difficult to deal with and demand work without considering the principles of design or the policies of an agency. They want the highest quality work for the cheapest price and go as far as to ask the number of labor hours required for a certain design. This is where the designer must take a stand and show the clients that they are professionally trained visual communicators hence their service is their customized dedicated creation after a thorough mental and physical process.
A company’s logo is the most important part of its brand identity which is why companies take such a long time finalizing it. Every business requires a logo for recognition and establishing its identity in the consumer’s minds. If your business is successful, your logo will be etched in the consumer’s minds for a long time.
In a society as consumerist as ours, it becomes tough for brands to stand out in the crowd. There are great logos out there which have gained fame because they have successfully integrated hidden messages that represent the company’s business functions.
You may doubt the impact of the barely noticeable hidden messages in logos but these logos do have higher brand recognition than others. Companies integrate hidden messages in their logos for several reasons. Sometimes they do it as a tribute to their hometowns, sometimes it’s for fun but other times they do it to influence us subconsciously.
Here’s a list of 6 of famous logos that have integrated hidden messages into their logos.
The famous FedEx logo has won 40 awards and was even ranked the 8th best logo in the last 35 years by Rolling Stone Magazine. For those who are unaware, there is a hidden arrow in between the capital ‘E’ and lowercase ‘x’. According to Lindon Leader, the designer of the logo claimed that the arrow connoted forward direction.
The world’s largest ice-cream chain, Baskin-Robbins is known for its option of 31 delightful flavors. A first glance, the companies ‘BR’ logo may just look like the brand’s initials but upon a closer look, you’ll find a hidden ‘31’ in the pink curves of the ‘B’ and the pink line of the ‘R’. A logo is that much more special when it can convey the brand’s message. Carol Austin, VP of marketing for Baskin-Robbins, says that the logo represents the fun and energy of Baskin Robbins while celebrating the brand’s iconic ’31 flavors’, reminding people that it launches a brand new flavor every month.
You may not see it in the first go, but if you look closer you’ll see a winking face in LG’s red circle. The ‘L’ is the nose, while the ‘G’ is the face. It may not look like much but it opens up many branding options for TV spots.
Most people aren’t able to see the hidden images in the Tostitos logo when they first look at it, but once they see it, that’s all their eyes are drawn to. The two ‘Ts’ in the middle of the logo are actually people with a bowl of a dip and tortilla chip.
Hershey’s Kisses are famous for their unique shape and wonderful taste. The Hershey’s Kisses logo contains images of two kisses but there is also another kiss you probably didn’t see. There is a hidden kiss between the ‘K’ and the ‘i’.
Wendy’s has been in the news the beginning of the month as she revealed her sassy side as she roasted trolls on Twitter but there’s something else you probably didn’t notice about Wendy’s. According to founder Dave Thomas, Wendy’s was originally supposed to exude a personal and homemade feeling. If you take a closer look at the girl’s collar in the logo, you’ll see it says ‘mom’. This hidden message in the collar wasn’t meant to be noticeable; it’s meant to be subliminal and should leave an imprint on your brain.
Snapchat is one of the most influential social media stories this decade, rising from 0 users when it was first released in September 2011 to nearly 161 million active monthly users in just 5 years. It featured the concept of “stories” that disappeared after just 24 hours and it then utilized the Viola-Jones Algorithm to put “Filters” onto people’s faces to try and make these 10-second stories even more popular. It worked and Snapchat went viral. The craze for stories has refused to leave us ever since and now even the world’s most popular networking site Facebook, including its subsidiaries Instagram and WhatsApp, have also added the feature adding stories that disappear after 24 hours.
Users visit Snapchat at least 18 times a day to check on stories that will go away forever in a day. The high user engagement that the concept of disappearing stories brings to the table provides the perfect opportunity for brands to secure the maximum amount of engagement and exposure and the most vital component in this new branding strategy will be logos.
The prominence of Logos
The ads run by Snapchat are short, not more than 10 seconds, which is not enough time to put forward a full-length 30-second ad. The time allotted to each brand is short and the only tool that can appear in the most prominent manner is the logo of the business itself. The logo can be there for the full length of the ad and establish an omnipresent appearance till the ad disappears. The ads are in vertical video format, which means that the logo can be cascaded on either side of the screen pane quite easily.
Your logo will also be one of the crucial and defining components of people recognizing and finding you on Snapchat. The Ghostface Chillah icon of Snapchat retains its overall shape while you are only allowed to fit in your image within the white space available on the Ghostface. Your logo should primarily feature inside that white space as it allows people to recognize you more easily instead of using an image which might turn out to be vague.
Your logo can also feature inside the filters which Snapchat uses and have proved so high on engagement. Snapchat now provides the option of having customized Geo-Filters for your brand where your logo can be incorporated more smoothly.
Goal Based Bidding:
People viewing your ads as much as possible was the singular for advertisers in the days gone by, but recently Snapchat introduced the concept of “Goal-based bidding”, whereby a brand can set an entirely different set of goals other than just people viewing the ad. The word engagement has gone on to a whole different level with this as advertisers can now bid for those type of ads where people actually interact with them to qualify as a valuable ad view.
To put it more simply, the advertiser is now in a position that it will only pay for those ad views where an engagement, such as the user making a swipe within the ad to be redirected to a further platform, has happened. Through this, Snapchat has given more power to advertisers of the kind of goals they want to achieve through their campaigns and your logo design would be one of the biggest components that advertisers would try and utilize to increase engagement. A bad logo design would not only turn off the user but it would also lead to zero action engagement. The viewer would just view the ad and move on. No quantifiable results achieved.
The logo is no longer just a static image that lurks on your website, app or ads but its purpose would now stand redefined as it would bring in firstly, it would make the people recognize the brand even in a short ad, secondly if it’s there, it needs to bring in engagement and entice the user to go further through the funnel. It’s a highly powerful tool you can utilize as a brand to bring in conversions and increase the traffic towards a wide variety of things like in-app purchases, free trials and more. Getting a great, impressive, high quality and immersive logo design is immensely important for brands that want to make use of the new phenomenon in advertising. The craze for stories refuses to go away and nearly every platform is adding them to their repertoire. It’s high time you get going and optimize your brand through this amazing, fun and interactive new trend to hit the social media platforms.
Logos are important, we all know that. We take care of their design, color schemes, fonts and a host of other details to make for the most perfectly suited logo to match our brand vision and make customers recognize us more easily. But, while the things we need to care for haven’t changed when it comes to getting a logo designed, the platforms on which a customer is potentially more likely to interact with logo have definitely undergone a sea change. The most vibrant example of the platform is the mobile, where the number of people is growing each day.
People interact differently with mobiles as they are much smaller than desktops or billboards, so definitely the logos that we see on the mobiles look invariably small as compared to ones on larger platforms. And on this small scale, even the best of designs can look like muddled colorful gibberish on which people have to zoom in to see what it actually looks like. That doesn’t sound well for achieving the main aim of the logo, i.e. being recognizable.
However, there is a way to cater to this problem and big brands have already started to opt for that and the best way it can termed is the “Flat Craze” where logos are designed in a manner that makes it easier for users to identify and recognize the logo on smaller platforms like the mobile.
Flat design or a flat logo comprises of using just simple and plain design elements like squares rectangles and others without adding anything that provides depth like gradients, shadows or hollowness. The problem with including the latter in logo design is that they make it difficult for the user to understand what specific function they serve. Facebook was one of the first pioneers of flat design and the flat logo and now more than a billion people who use it know that when they see a White “F” inside a blue box, it’s Facebook. It’s about making the logo that is easy to understand. The success of Facebook also gives you an idea of how successful this can be. Even Snapchat’s logo is a flat design, as it comprises of very little complexities and instead opts for a design that’s basic and vibrant.
Do users prefer it?
The shift in user preference is the reason why Flat Craze Logos began trending as they made it immensely simpler for them to navigate and recognize one logo from the other without even trying hard. The minimal use of complex design components like no shadows or inner strokes, make these logos look strikingly good when interacted with on a mobile. Instagram recently changed its logo to a more flat design. They previously had a skeuomorphistic design resembling a camera, which means that the design tried to reflect how a camera looks in real life, like the bloated roundness of the camera lens and the height and depth of the camera body structure. But things changed and Instagram opted for a much simpler, but more powerful, flat design that just had white lines simply drawing out the basic camera shape and not anything else.
How to get one designed for your brand?
It definitely looks simple to view but the design process needs to be meticulously executed to get what you exactly want out of that logo. When you are designing through a minimalistic approach, there is a high chance that you can go wrong and mistake a sloppy job for minimalism. Here are some elements you need to account for when getting your flat craze logo design made:
• Don’t opt for bright colors as when they become small, they can appear too radiant to hide the small details. Instead, opt for softer hues and colors but remember that you cannot use gradients if you want a flat design.
• It’s best to keep your text like the brand’s name in the center as it becomes perfectly augmented by the surrounding color. Remember, that in flat logo design, there is no background, but a flat palette and your brand name should look like its being accentuated by the surrounding colors, seamlessly blending in.
• In simpler and flat designs, it’s quite easy to start resembling some other logo out in the market. Exclusivity is highly valued and you need to thoroughly research that your design is unique and not previously covered by anyone.
Flat logo designs are trending and will dominate the upcoming future as more and more mobiles come up and even more people get accustomed to viewing everything on them and it doesn’t matter whether you are an online business or not; even brick and mortar stores are searched on Google maps and your restaurant gets reviews on Yelp. An easy to recognize logo can immensely benefit you, irrespective of the industry you serve in as it’s the consumer base who likes it and they haven’t defined where they would like to see the flat design, they just like to see it anywhere and everywhere.
Logos, websites, social media, SEO and a host of other marketing collaterals and strategies are combined together to serve just one purpose i.e. brand visibility, which would lead to increased conversions and drive sales. Some like their marketing to be subtle while others want it to be vibrant, flashy or edgy but what works conventionally in the marketing domain for all brands, does it work for “Green Companies” as well, or should Green Companies have an altogether different strategy underlying their marketing efforts?
In the past two decades, affinity towards the environment has increased greatly among the consumer base and so have the number of companies that cater to this need. Green Companies solve a wide variety of environmental issues like pollution, global warming, deforestation and a host of others. Their work, which although functions like a conventional business, has a deeper connection with the audience they intend to target, as people see them as serving a greater purpose of protecting the environment.
Their branding strategies should be a personification of the upheld value they represent and to do this, we need to go deeper and understand how this aim can be duly reached without letting the visibility getting compromised. The best way to do this is through understanding the different set of logo design tools needed to establish the perfect logo for green companies.
Logos are one of the most important branding collaterals and the one which is part of every other marketing portrayal like it’s placed on and alongside ads, on the company’s website, promo products and can be even found on business cards. Here is the perfect logo design and branding strategy for Green Companies:
The Perfect Logo:
Logos are the starting point of all businesses and a lot has been said about them in terms of color, design elements, fonts, and platform compatibility. Conventional businesses have a larger palette to choose each of these from, but the logo design tools for Green Companies are pretty much one dimensional.
There are a wide variety of Green Companies providing everything to protect and sustain the environment, like solar energy firms, garbage recycling mainstreamers, water desalination plants or Reverse Osmosis companies. They are serving to address a wide variety of environmental concerns. But the biggest mistake that people do is to confuse them with sustainable companies, which although work in a manner that helps the environment, their primary products or services are not green or environmentally friendly.
This confusion also panders into the logo design as people want the logo of their green companies to be designed on similar lines. Green is unarguably the most widely used color in logos for green and sustainable companies. Green signifies growth, nature or harmony but sustainable businesses use that color to show primarily that they work to reduce their own carbon footprint and do not work to aggravate the problems themselves. “Green Businesses” should go down a different lane and involve a wider theme of colors which have roots in nature like brown, blue, and even yellow, which is perfect for alternate energy resource firms like solar panel providers and wind energy farms.
Green businesses want to convey a sense of reliability, trust, and responsibility on their part on the logos. Here is a logo for a green company that provides clean energy by harnessing solar power:
The dominant colors in this logo are blue and yellow a perfect combination to represent such a company as blue represents the sky, serenity, and calmness while yellow represents the Sun and a never-ending spirit. The logo is made perfect by the circle that envelops the whole design as circles signify completeness and more importantly renewal through a continuous cycle, which is what personifies this business perfectly.
Making the logo different is immensely important to create the differentiation and position the green company as unique with an identifiable set of values and goals.
Having a logo that matches your ideals as a green company is immensely important as it will not only remain limited to function as marketing collateral but it will promote your cause and benefit your company in the long run. Green Companies are important in today’s world as the problems that the environment faces today have never posed a more serious threat to this fragile world. Promoting green companies in the right manner is integral towards keeping the fight to regain this beautiful world from harm alive and kicking.
In the field of logos, we often talk about the right colors, design elements, relevance to the brand and industry, viability and the ability to represent the business’s vision, but many of us miss out on a very critical aspect. Yes, logos are pictorial representations of a brand’s vision and intent but at the end of the day and on the simplest of scales, a logo is still an image. Logo design companies and their clients often do not acknowledge this fact and fail to capitalize on their logos as a place that can itself bring traffic and lead conversions.
Companies spend hundreds of millions of dollars on search engine optimization to gain visibility for their brand but more often than not, logos are not regarded as tools to be used in SEO strategies. SEO is not just relegated to searching for websites, images are searched for by users in big quantity as well.
When someone wants to see something in an image format, they open Google Images and search if there is something that matches the perception they have in their mind and that holds true for logos as well. A brand can definitely use Google Image search and optimize their logo to feature in the top result for a wide but vertical variety of keywords. It’s the same as when websites, pages, and blogs are optimized on Google but if you are doing that, then why miss out on optimizing logos when you can easily do so.
Google now uses deep learning within its Image Search module which has made it a lot easier for brands to optimize their logos themselves. Previously, alt texts that accompanied mattered when it came to optimizing for Google Images as this part of the search engine functioned just like the other parts, i.e. looking for keywords. It still does, but the added capability that deep learning has bestowed it with is that it can also recognize the image itself and feature it in the results based on relevancy.
For e.g. you are running an athletic council and have a logo that features a person in a sprinting posture and while you optimize your website for SEO, your logo can help you get traffic from Image search as well because it matches your category. People interested in athletics in the area you are serving or the current crop of athletes from the same locality, when searching for Images related to athleticism can find your logo featured in the search results.
Having a relevant logo that has visual aspect similar to your business’s core working domain will definitely help you get featured in the Google Image search results. Google’s AI working for its Image search could be even more optimized if your Logo Fonts are readable and simple because it definitely can “See What’s Written”. In getting a logo designed, you need to remain as simplistic as you can get to give the Search Engine a high chance of locating your logo in its “Picture category” if it receives a certain search query.
Google has mentioned in its own blog, that its Image search assigns different entities to photos instead of relying on text strings to determine classes in which to segregate images to identify them like Apple is a fruit as well as its global brand, the image search won’t get confused and has different unique IDs to cater for both set of images. Brands with logo might tend to attach a notion with their logos that they represent ambiguity and normally the pictures or things featured in logo designs are bent or convoluted to cater to artistic fervors which might make them unsuitable for Google’s image search to identify and rank, but this is not true on their part.
This 3D logo design is about a Mexican Food Joint that serves traditional Mexican cuisines and features a Mexican Hat which is rendered to give it a 3D mold. The AI at work in Google’s Image Search can still easily discern the image of the hat despite the increased depth and surrounding characteristics. The Image Search would segregate this particular logo in the Mexican Hat category as well and when sometimes searches for it, this logo would surely turn up. When one searches for Mexican Hats, it would stand a high chance of being interested in a wide variety of categories related to Mexican culture including food and that can lead conversions and drive traffic that you could have missed out if the image wasn’t made to be optimized for Google.
The current rules suggest that you optimize the visual element of the logo more than anything else for Google’s Image search because you definitely need it to work for you and bring back the investment you sowed in it, probably more. When logos can help you in increasing your earnings themselves, then why stop them from doing so? Just a thorough thought process when designing a logo can allow you to get access from a wider pool of prospective customers than you would have otherwise had.