|
In today's competitive world,
companies tend to spend a lot on
advertising and other forms of marketing communication and
the company's logo is likely to appear in most of them. A
credibility-based logo acts as a sales
representative, which helps the business by
creating awareness about it. A company's logo is not just its symbol, but is
a mark of guaranteed authentication. It delivers a message to the
customers that the business is trustworthy and can offer products or services,
which no one else can, thus creating a reputation. The logo creates a
power with its trustworthy attributes and futuristic looks, symbolizing
the company's business. Therefore, the logo should be an
accurate representation of market positioning, personality and goal of the
company. The focus is to create a winning logo through a vital
communication principle called `credible persuasion'.
The first logo was developed in 1882 for the `Market Banker
Life Association'. It was quite a simple design using just the company
name. Since then, the logo has emerged as the front door to products
and services. While logos are everywhere, we generally pay conscious
attention only to a few of them. Why is that so? If we focus our attention, we
can easily make out that each logo has a different basic design approach,
and that is what makes some of them very effective when compared to
others.
For the past many years, studies in the field of
effective communication have shown that a source, which is expert
and trustworthy, is more influential than a non-credible source.
An automobile expert is more influential in recommending what car to
buy than a software engineer; but a software engineer is more
influential when it comes to recommending a software program. Applying
the same logic, people tend to relate the logo to the company in the same
way as they relate a profession to a person. The logo design
can therefore harm or benefit the company, depending on whether
or not it generates trustworthiness and expertise as conveyed by
its appearance. |
