Fierce competition and a large number of retail brands bring to the forefront such criteria for selecting a retail outlet by the consumer as store design and brand identity of the retail chain.
Product assortment, product prices and the location of the outlet have long played a secondary role.
Corporate identity of the store is its competitive advantage, the main difference from competitors, the criterion of recognizability, individuality.
Store logo is one of the main components of corporate identity. Today a logo is not just a small icon, it is an effective way to promote a brand.
What is a logo?
A brand logo is a means of realizing the main idea of a brand, its image and values in graphic form, with the help of design means.
A logo is the main element of a store’s corporate identity, a tool for attracting the attention of the target audience and partners, a brand identifier among competitors.
Store logo is an interesting and emotional story about your company or brand, a competent logo at a glance makes it clear what the company does, what is its mission and the main competitive advantage.
Logo design has the main goal of increasing the memorability and brand recognition.
A properly designed logo transforms your product into a brand, stimulates the growth of sales, as well as the speed of recognition of your product by the target audience, helps to increase the level of recognition and brand awareness.
Types of logos
The following varieties of logos are distinguished:
- A word logo is a text logo consisting of only letters. It is important to choose the right font or combination of fonts for this logo.
- A letter logo is a logo consisting of one or more letters.
- A logo in the form of a mark is a set of graphic or letter symbols.
- Abstract logo form – an abstract symbol or sign that conveys the essence of the main concept of a brand or company.
- An emblem is a complex set of textual and graphic elements.
Creating a store logo: 10 basic rules
The design of the store logo should be:
1. Simple. The best logo is a simple logo, it is not only easily perceived by the mind of the consumer, but also more quickly remembered, and does not carry ambiguity.
2. Attracting attention. The store logo should interest a potential customer, attract his attention, “catch” and cause a number of positive emotions.
3. easy to read. Quite often an attractive and eye-catching logo is not understood, because it is completely impossible to read. Such a logo has no value, the consumer will not be able to remember it.
4. Memorable. Such logos will include those that will be remembered by the consumer the first time, and the second time the consumer will certainly recognize it. In order to create a logo that is quickly memorable to the target audience, it is important to carefully select both graphic and textual components of the logo.
5. Universal. Do not adjust the logo of the store under the super trendy trends, which quickly lose their relevance. Use those design solutions that will not require updating for several years.
6. Original. Originality is good, but in moderation, the main thing is not to make the logo too complex, using a large number of elements or small details.
7. Evoking the right associations. The logo should form the right image of your company or brand in the mind of the audience, to evoke the right associative series.
8. Functional. It is better if the logo is made in vector format, then you will have no problems with its scaling, changing the color scheme, placement on promotional materials, corporate documentation, souvenirs, etc.
9. Unique. The logo should not repeat its existing logo variants, the uniqueness and individuality of the logo greatly increases its chances of success.
10. Creative. Your logo should also be interesting, it should have some unique “zest”, then it will definitely be remembered and appreciated.
Store logo design: an interesting statistic
An analysis of more than 50 of the most famous retail brand logos showed that:
- In 94% of cases, the store logo serves primarily to identify the retailer rather than to describe the retailer’s business.
- 90% of retail brands don’t include a tagline in their logo.
- 84% of retailers use well-known and simple fonts for their logo.
- It is common to use only one color in a logo, not considering black and white – 74%.
- Letter logos (consisting of letters only) are used by 74% of retailers.
- In 72% of cases, an acronym, abbreviation or made-up name is used as the logo.
- 66% of retailers’ logos are rectangular in shape.
- A one-word logo is used by 62% of companies.
- 52% of logos include 6 letters or less.
- A solid logo background is applied by more than 52% of retail brands.
- The main color of the logo is blue and red (40%).
You can order the creation of a store logo or corporate identity of a retail chain from the branding agency KOLORO. We are professionals in retail branding!
