Shapes and colors are easier for the human brain to process and memorize than words are. This means that if the identity is unique in the marketplace, it’s easy to find and identify the company once again to purchase its services and to recommend to friends.
Logos influence our decisions. By simply looking at a logo, we will immediately make judgments and perceive a business, product or service in a certain way. This is why it’s essential that the logo correctly represents the business as you want it to in order to attract the right audience.
Logos can be leveraged to communicate important brand messages and values. One popular example is the logo design for Amazon. It has a smile beneath its name communicating the happiness of receiving something the viewer really wanted. This positivity is enhanced by the vibrant orange color, a color that is associated with warmth, fun and the sunshine. Beyond the obvious, the smile is also an arrow, connecting the A to Z, showing that they offer a wide range of products. By truly understanding the role of a logo design, stronger brand identities are created that will perform for the business, rather than just create a pretty picture.