FineView Marketing

Long before the days of online searches and omnichannel marketing, when logos consciously meant nothing to me and the word “branding” wasn’t in my vocabulary, I noticed a billboard ad for Four Roses Bourbon. I wasn’t even old enough drink it yet, but it stuck with me. There was a picture of the iconic Four Roses logo, and I don’t recall the caption verbatim, but it was something like

“Think Fast. What’s Your Favorite Bourbon? 

I was impressed. Those four red roses aren’t considered one of the top ten logos that you see touted all over the internet, but they will always be in my personal top ten. To this day, when I see red roses I immediately think of Four Roses Bourbon, family celebrations and happy times. That is what a logo is supposed to be – a symbol that will simply and easily help your customers understand what you offer and how you’re different. According to Seth Godin “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” A logo is only one element of a brand, but the overall impression it makes is critical to your brand identity.

Four Roses is clearly a logo that has stood the test of time in getting out the right message. Of course, having a reliable, high-quality product doesn’t hurt.

Let’s look at the elements involved in branding, and why logos are so vital to consumer appeal and confidence. 

Why is Branding Important

People place visual appearance and color above other factors when shopping. Color increases brand recognition by 80%, and brand recognition is directly linked to consumer confidence. As the famous real estate shark, Barbara Corcoran states, “People shop with their eyes then read the details.”

A logo is a visual representation of your brand. As critical as it may be, it is only one of five elements of a strong brand. All of these elements should have the ability to function independently because a brand is more than just a symbol. You brand has to create trust.

Brand Elements

• A clear why
• A clear brand promise
• A clear target market
• A clear and consistent branding and design to make your brand instantly recognizable (this is where the Logo comes in)
• A clear marketing strategy

Logos Done Right

Here are a few of the world’s most iconic logos.

They all engage us emotionally on some level, promise quality and reliability to their target audience, and are highly recognizable the world over. We can all agree that these are examples of logos done right. 

Let’s compare these logos to some that are not good brand representations.

Logos Gone Wrong

Proper grammar can make a difference capitalization and spaces between the words “Kids” and “Exchange” still wouldn’t have made this an especially well-designed logo, but it would have saved some embarrassment.

No explanation needed for this one. I wonder what this pharmacy prescribes.

It’s hard to believe that the designer didn’t notice this unintended optical illusion. Is this a junior dance center or an “adults only” club?

This logo was developed in 1973 for the Catholic Church’s Archdiocesan Youth Commission and won an award from the Art Directors Club of Los Angeles. This is a perfect example of the way images are perceived by different generations.

Compare the emotional appeal, and especially the trust factor, of the two types of logos. Does your logo convey the right message? Does it say, “we’re secure and trustworthy,” or does it say, “we have no idea what we’re doing, but give us a try anyway?” You don’t want your logo to be memorable for all the wrong reasons. Work with your designer to make sure your message is clear and appealing. You want your logo to stay with your customers the way Four Roses stayed with me.