You drive past a few stores in a shopping center until you spot the sign for your favorite grocery store. After you park and make your way inside, you walk through aisle after aisle and reach for your favorite brands. Sometimes you pick a product without a second thought about what you’re grabbing.
You pause for a moment as a new product catches your eye. You take the moment to examine it and even consider purchasing a brand outside of your usual favorites. You think that you might enjoy it and add it to your shopping list.
What made this brand stand out to you?
What most likely caught your eye was the brand’s logo.
Logos are the most important element to marketing a brand. They create a brand identity and a “face” for companies and the products they produce. Logos appear on storefronts, packaging, websites, posters and more. It’s important that your target audience can easily identify a logo with a single glance.
How do you create a logo with meaning that properly represents your financial institution? To achieve success with your logo and brand identity, here are some things to keep in mind:
Keep your logo simple and easy. If you have a bunch of different concepts within your logo, no one will understand the meaning behind it, and it may look too cluttered. It should be simple, convey one idea and be effective. Think of Nike®. I bet you just imagined the logo. Nike® has successfully established their brand identity with their classic “Swoosh.”
Consider the meaning and message behind your logo. Let’s use Nike® again as an example. The shape of the logo depicts the arc of movement, which works well with the company’s line of sports products. Your logo’s meaning doesn't have to be that quick and simple, but there should be some thought behind it and not an afterthought.
Your logo should be timeless. It’s not a bad thing to refresh your existing logo to make sure that it doesn’t look like you’re stuck in the era of shoulder pads and legwarmers, but if you need to update your logo every couple of years, then you are not establishing an unforgettable identity for your audience. Your logo should be more than what you like in the moment; it should be created with the intent of making your brand memorable for a long time.