The Role of Logo Design in Determining Positioning


The “positioning” of a company’s products or services determines its competitive placement. Each and every marketing device – a marketing logo, a tag line, packaging artwork, pricing, promotional offers, advertising – should always communicate to the market and, specifically, to consumers, the niche in which the product or service belongs. Perception by the consumer ultimately determines that niche but a marketing manager can encourage the positioning he wants by the creation of a unique logo.

Such a logo, through logo design color, font, symbols and design artwork sends out an image to the consumer. The logo communicates to the consumer a subliminal message. It implants the suggestion that this product or company has exactly the desired attributes.

New entrepreneurs must ask themselves which marketing niche will afford the most profitable positioning for his company. A company‘s products or services are seen as either innovative or unimaginative; expensive or cheap; unique or commonplace; elegant or brash. Logo design can communicate a multitude of dichotomies and ultimately help to determine a company’s competitive position. Is it a newcomer to the industry who will bring major changes or is it just another entry into a static market?

The art of positioning was first practiced by the major consumer packaged goods companies – Procter & Gamble, Unilever, Colgate, et al. Their research showed them why certain stimuli reaped the best consumer response, yet it also raised a question of why some products, with similar attributes and media weight behind them, sold less than others.

The more successful brands had been “positioned”, via a coordinated advertising approach, to appeal to a specific population segment – one that had a need for products with those attributes.

Logo design is integral to creating a brand or company, product or a service image. Just as an oval presents a softer image than a circle, and bold blocks create an image of strength, various hues of color affect consumers’ response to a logo. Pink communicates softness; red communicates strength. Touches of gold or silver will add elegance.

The fonts used in a logo also will affect consumer response. Careful thought must be given to company logos for they will be used for many years on a wide assortment of carriers. Consistency is important; strict adherence to colors, shapes and fonts must be observed by every agency who uses the logo for any publicity needs.