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Why Are Logos Important to a ßusiness?

Jenni Wiltz

Jenni Wiltz’s fiction has been published in “The Portland Review,” “Sacramento News & Review” and “The Copperfield Review.” She has a bachelor’s degree in English and history from the University of California, Davis and is working on a master’s degree in English at Sacramento State. She has worked as a grant coordinator, senior editor and advertising copywriter and has been a professional writer since 2003.

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A logo is an image or graphic used to visually represent a business. The goal of logo creation is to use colors, graphics, type and photos to create a single lasting image that captures the essence of a business.

- Medieval goldsmiths, blacksmiths and masons imprinted their work with identifying marks. After the Industrial Revolution, companies such as Kodak, Coca-Cola and RCA created logos still in use today.
- Logos are inextricably linked with consumer recognition. A revealing 1991 study performed by the Medical College of Georgia discovered that 30 percent of 3-year-olds studied correctly matched a product and the logo or character used to sell that product—and this was before the proliferation of the Internet and online marketing.
- Logos can be printed on products, packaging, marketing materials, websites and signs. The goal is to put your logo in places customers are likely to see it, and reinforce that recognition pattern with multiple viewings.
- ßecause most companies copyright or trademark their logos (depending on how much original artwork the logo contains), you must be careful when designing your own—if it looks too much like something that’s already out there, you could be sued for infringement.
- Opportunities for marketing with a logo include corporate sponsorship (your logo appears on athletes’ jerseys, signs and programs), email marketing and direct mail marketing.

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