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In the current business scenario each company needs to project a unique brand image. Choosing a well designed logo is a very important step in branding. A logo helps to build a unique brand image, promotes loyalty and increases the reputation of a business. So, the logo should be chosen properly by a company. All companies know the importance of portraying a unique image to the consumers. By using a product a person wants to satisfy physical as well as emotional needs. For this reason consumers are drawn toward a brand which has a distinct personality. A unique brand image helps consumers to recognise a brand in the crowd. One of the most important steps to creating a brand is by choosing a well designed logo. Companies place a lot of importance on the logo and often hire the services of professionals for it. These days one can find many professional logo design companies which design corporate business logos. A well designed company logo enables a company to appear stable and established in the eyes of the consumers. It will attract customers to the company and will also build a strong reputation for the company. Sometimes in certain products the name of the company may not be mentioned, but the product will always bear the logo; it is like the signature of the brand. This helps the customer to identify and form a special emotional attachment with the brand. Having a distinct logo also protects the company from counterfeiter. A logo should not be easily replicable; otherwise unscrupulous people can easily sell spurious goods under the company brand name. When a logo becomes popular, consumers can easily recognise a fake brand logo used in spurious goods. There are companies which gets its logo imprinted on various stationary items and apparels, such as t-shirts and jackets. These items are distributed or sold to the employees and suppliers of the company. This helps build loyalty among the company’s employees, suppliers and other stakeholders. A logo could be simply the name of the company, an abstract symbol or a combination of both. The purpose of a logo is to convey the personality of a brand and it should be able to capture the essence or core value of the company. So, it should be designed keeping in mind the business and the customers it is catering to. Moreover, the colour and design of the logo should be in sync. If a company is offering products used only by professionals, it will choose a logo which is simple, subtle and sophisticated. On the other hand if the products of the company are popular among teenagers, the logo chosen will also be bright, trendy, youthful and eye-catching. Most companies these days have international presence. So, the logo chosen should be such, that it has universal appeal among consumers. More than words, people tend to recall visuals more effectively. Thus, it becomes essential for a company to choose a visually appealing logo for its brand. This logo should be consistently used everywhere to showcase the brand. It is generally advisable not to change a logo once it is made public because that can make the company appear unstable. But, to keep up with changing times the company may modify or tweak its logo from time to time. The author of this article takes interest in branding and other emerging fields of marketing. She is currently researching on the importance of a logo in branding. For more information about professional logo design, he recommendsyou to visit logoprodesign.com.
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