The Role of Logo Design in Brand Image

If you’re using logo design and brand image interchangeably — you’re doing it wrong. Understand the role of logo design in brand image and how they differ here.

The Role of Logo Design

Photo by Eva Elijas


There is a perception among people that “logo design” and “branding” are the same things. That is why people often use them interchangeably.

However, although logo design is closely related to brand image, there is a difference. The actual role of Logo design falls under the umbrella term of brand image. Therefore, a brand’s logo plays a vital role in uplifting the brand image.

The term branding has been widely miss-used, the article below discusses this in great detail;

It is really important for a brand to hire a professional and experienced logo designing company to design a custom logo because logo is the primary representative of any brand.

In the article below, we have discussed how brands can use logo design to increase brand image and eventually increase sales and turnover. Before diving into the actual topic, let’s first understand the role of logo design and brand image separately.

What is Logo Design?

A logo is a graphic symbol of a brand that helps people easily recognize the brand’s nature of business, products and services, and the market they are working in. A good logo distinguishes the brand from the competition. It does not necessarily have to be full of graphical elements; rather, it should be unique and recognizable.

Businesses invest a lot of resources in terms of money and time to design a logo that makes them stand out from the crowd. A logo creates the first impression about the brand. Therefore, it has to be the best because the first impression is the last impression.

For instance, if I show you a picture of a giant M with a red background and ask you to guess the brand. Then you can quickly identify the brand, i.e., McDonald’s. That’s the power of the brand in the minds of customers that a logo can create!

What is a Brand Image?

Brand image is the perception of brands in the minds of customers. It is how a customer thinks about the brand and his expectations for it. Kotler defines brand image as:

“Brand Image is the combination of the set of beliefs, ideas, and impressions that a customer holds regarding the brand.”

Brand image is created over the long run. The customer makes a brand image based on his interaction and experience with the brand. The experience does not necessarily involve purchasing and using products and services. It may take many other forms, such as CSR activity or interesting advertisements by the brand.

Importance of Brand Image

Every business aspires to have a strong image in the minds of customers as it helps to achieve their goals and objectives. A powerful brand image brings lots of benefits to the business, some of which are discussed below:

  • More Profits: A powerful brand image attracts new customers as well as an increased purchase frequency for existing customers, which ultimately brings a higher profit to the brand.
  • Easy Introduction of New Products: When a brand is well-established and possesses a strong image in customers’ minds, then it becomes pretty easy for the brand to introduce new products under the same brand.

Furthermore, the brands find it easy to step into the different product lines. Some brands even do not hesitate to enter another sector once they have established a strong brand image.

  • Boosts Customers’ Confidence: A powerful brand image increases customers’ confidence which lowers the cost of customer retention. Moreover, it elevates the customer lifetime value (CLV).
  • Better Business-Customer Relationship: When a brand fulfills its customers’ expectations, it results in an improved customer-brand relationship. What else does a brand need if they have a strong community of happy customers?

Why is a Well-Designed Logo Important for Brand Image?

A logo design creates the first impression of a brand in the minds of customers. Talking about digital marketing, it is the logo that stops a user in their timeline flooded with different brands. So a logo design has to be attractive enough to capture the customer’s attention and create a brand’s image.

We have listed down some of the must-haves of a logo design that results in an increased brand image:

1. People Quickly Identify and Recall the Brand with A Well-Designed Logo

A logo is the first point of identification for your clients as well as other stakeholders. Across different channels and touchpoints, whether digital or conventional, it helps people detect your brand.

3. Brands can Create Consistency Across Different Communication Channels with a Well-Designed Logo

The brand should have consistency across all different communication channels, whether it is the online or traditional channel of communication. i.e., social media, blogs, websites, billboards, leaflets, brochures, TVCs, or print media ads.

The color, tone of voice, and logo design are a few of the branding elements that should be consistent throughout the marketing communication.

4. The Logo is a Part of your Brand Identity

Brand identity is the visible element of a brand that distinguishes it from the competition and makes a unique position in the minds of the customer. A logo is the best brand identity element that brands can effectively use to leverage their brand image.

5. It Promotes a Professional Image and Uplifts Expectation

Your logo should communicate a professional image to the stakeholders. A well-designed logo should tell the nature of the business, the products and services they are dealing in, and the market they will target.

6. A Well-Designed Logo Differentiates your Brand from the Competition

A well-crafted logo design by professional and experienced logo designers distinguishes the brand from the competition. If it is equipped with the correct graphical elements, it can give the brand a competitive edge in the industry.

The use of adequate color combinations, symbols, styles, shapes, and typographies is a great way to get a unique and intelligent logo designed that stands you out from the crowd.

7. It is a Great Tool to Boost Brand Loyalty and Create an Emotional Connection with your Stakeholders

With the help of a well-designed logo, brands can trigger positive or negative emotional behavior in customers’ minds. If the customer has a positive experience with the brand, he gets a positive emotional connection with the brand whenever he sees its logo.

This positive emotional connection ultimately leads to customers’ brand loyalty. At this level, he doesn’t even consider any competitor when it needs a product in the relevant niche. Customers get very loyal and personal to the logo, and they get aggressive when their favorite brand decides to change its logo.

Also Read: Why Having a Good Logo Design is Important for Your Business?

Ending Notes

The role of Logo design is critical in your overall brand image. A well-designed logo curated by experienced graphic designers can add value to your brand.

In the article above, we discussed how a brand can elevate its image in the minds of customers by designing a suitable logo according to the nature of business. Brands should hire experienced and professional logo designers so that they can enjoy the benefits that it brings for brands.