When you ask someone to describe the logo of Starbucks, Nike, or Volkswagen, they will immediately be able to answer your question. In fact, with just a logo, there is no need to remember the company name at all.
This research shows that a brand’s logo can alter the opinion of people towards the products they offer. Another study shows that the shape in which logos are portrayed is of significant importance as well. The American Marketing Association calls a brand “A name, slogan, image, effect, or any other feature that identifies one seller’s good or service as distinct from those of other sellers”. Logos are one of the most critical aspects of marketing, mostly because logos stay mostly the same, even abroad.
A logo can have multiple features like text, image, special effects, and more to invoke a specific reaction in its viewers. How people view a logo can affect the type of response a company gets from its (potential) customers.
A logo gains its power over time; therefore, it needs to be easy to remember. It’s just as important, is not more important, as a company’s name.
Let’s say you’re on holiday abroad to a country where you don’t speak the language. You want to ask a local where to buy a Starbucks coffee, but they don’t seem to understand. A quick sketch of the logo will then guide you where you need to be. Logos connect with people.