{"id":3168,"date":"2014-08-27T14:56:29","date_gmt":"2014-08-27T14:56:29","guid":{"rendered":"https:\/\/startwp.logomaker.com\/blog\/2014\/08\/27\/logo-convert-sell-tell-story-probably\/"},"modified":"2024-03-07T16:09:51","modified_gmt":"2024-03-07T16:09:51","slug":"logo-convert-sell-tell-story-probably","status":"publish","type":"post","link":"https:\/\/startwp.logomaker.com\/blog\/logo-convert-sell-tell-story-probably\/","title":{"rendered":"Does Your Logo Convert? Sell? Tell a Story? Probably Not."},"content":{"rendered":"<p><span style=\"color: #333333;\">This past week, we came across an article written by a graphic designer who asked, \u201cDoes your logo convert?\u201d The idea is that a well-designed logo, designed by her company,&nbsp;<em>will<\/em> convert non-customers into regular buyers.<\/span><\/p>\n<p><span style=\"color: #333333;\">She\u2019s not alone in this kind of thinking. We\u2019ve seen other articles where an expert&nbsp;argues that your logo is \u201ca visual cue that tells a story of the brand\u2019s culture, behavior, and values.\u201d<\/span><\/p>\n<p><span style=\"color: #333333;\">The thing about these kinds of claims is, they\u2019re just not true.<\/span><\/p>\n<p><span style=\"color: #333333;\">Yes, your logo is a visual cue.<\/span><\/p>\n<p><span style=\"color: #333333;\">No your logo&nbsp;can\u2019t tell a story.<\/span><\/p>\n<p><span style=\"color: #333333;\">At least not without a lot of marketing support.<\/span><\/p>\n<p><span style=\"color: #333333;\">Don\u2019t believe us? Check out this logo for Hexteria. What story does it tell?<\/span><\/p>\n<p><span style=\"color: #333333;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5959\" src=\"https:\/\/startwp.logomaker.com\/wp-content\/uploads\/2014\/08\/Hexteria.png\" alt=\"Hexteria Logo Design\" width=\"500\" height=\"161\"><\/span><\/p>\n<p><span style=\"color: #333333;\">Is it a story about cancer research and providing cures for patients who can\u2019t afford them? Is it the story of a brand that provides a safe place for witches and druids to meet? Is it an app that helps with speed reading?<\/span><\/p>\n<p><span style=\"color: #333333;\">What does this logo sell? Is it a wart-remover? Investment products? A video game?<\/span><\/p>\n<p><span style=\"color: #333333;\">You don\u2019t know because you\u2019ve never seen this logo before. And not only do you not know its story, you don\u2019t know the product, where it\u2019s made, or anything else about it.<\/span><\/p>\n<p><span style=\"color: #333333;\">It can\u2019t sell or convert because there\u2019s no context.<\/span><\/p>\n<p><span style=\"color: #333333;\">And it won\u2019t have a context until a customer&nbsp;can connect it to some kind of experience. A visit to the Hexteria store where you can sample their products. Or a doctor\u2019s prescription for Hexteria that cures&nbsp;your head ache. Or an advertisement on TV that shows you the sports fans who drink&nbsp;Hexteria.<\/span><\/p>\n<p><span style=\"color: #333333;\">Logos aren\u2019t sales people. And they\u2019re not advertisements.<\/span><\/p>\n<p><span style=\"color: #333333;\">Let\u2019s look at the problem from the other side. Often companies update their logos and change the elements of their visual branding in order to change or improve their story. Wal-mart tried this in 2005.<\/span><\/p>\n<p><span style=\"color: #333333;\">They wanted to shed the old logo which represented a store that sells inexpensive products to people without much money. It stood for cheap. The new logo&nbsp;would represent&nbsp;a store&nbsp;where smart people would save money buying premium products. They wanted a brand that stood for value, like&nbsp;Target.<\/span><\/p>\n<p><span style=\"color: #333333;\">So they tossed out the old logo and spent hundreds of thousands of dollars on&nbsp;a new one:<\/span><\/p>\n<p><span style=\"color: #333333;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5960\" src=\"https:\/\/startwp.logomaker.com\/wp-content\/uploads\/2014\/08\/Walmart-Logo-Before-and-After.jpg\" alt=\"Walmart Logo Before and After\" width=\"500\" height=\"375\"><\/span><\/p>\n<p><span style=\"color: #333333;\">So how did the new logo affect the brand?<\/span><\/p>\n<p><span style=\"color: #333333;\">Well it didn\u2019t suddenly attract more upscale buyers or sell more products. It didn\u2019t change the news stories about employees with low-pay and no benefits. And&nbsp;Walmart\u2019s stock price dropped almost 20% over the next two years. More importantly, did&nbsp;your impression of Walmart change when the logo changed? Is it more positive than it was ten years ago (before the supposedly friendlier logo)?<\/span><\/p>\n<p><span style=\"color: #333333;\">Of course not, because Walmart\u2019s story isn\u2019t in the logo. It\u2019s in the store experience.<\/span><\/p>\n<p><span style=\"color: #333333;\">If logos could tell a story, then this redesign would have worked wonders. The new logo was supposed to be a metaphor for \u201cshoppers being smart for taking advantage of affordable, quality products.\u201d But the Walmart experience didn\u2019t change.<\/span><\/p>\n<p><span style=\"color: #333333;\">The new logo came to represent the same story that the old logo used to \u201ctell\u201d.<\/span><\/p>\n<p><span style=\"color: #333333;\"><em>Your&nbsp;logo represents a customer\u2019s total experience with your brand.<\/em> Not just the colors on the sign, but the way a customer is greeted, the price they pay, the cleanliness of your store or office, the quality of your product, the look of the menu or business cards, the way you answer the phones, and virtually every other thing you do in your business.<\/span><\/p>\n<p><span style=\"color: #333333;\">That\u2019s what a logo does&#8230; and it can\u2019t do it until after the customer has experienced the rest of your brand.<\/span><\/p>\n<p><span style=\"color: #333333;\">There are a lot of things a great logo design can do. It can look professional. It can be a visual trigger to help customers remember your product. And <a href=\"https:\/\/www.logomaker.com\/blog\/2013\/04\/10\/do-i-really-need-a-logo-design-for-my-small-business-studies-say-yes\/\">it may even be able to change behavior (in some cases)<\/a>. But logos don\u2019t sell. They don\u2019t convert potential customers into buyers. And they don\u2019t tell stories.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><em>Note: the Hexteria logo above was created in about five minutes with a made-up name and &nbsp;our easy-to-use logo maker application. It is not a real company or product.&nbsp;<a href=\"https:\/\/www.logomaker.com\" target=\"_blank\" aria-label=\"(Opens a new window)\" rel=\"noopener\">Want to try creating a logo yourself? Click here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This past week, we came across an article written by a graphic designer who asked, \u201cDoes your logo convert?\u201d The idea is that a well-designed logo, designed by her company,&nbsp;will convert non-customers into regular buyers. She\u2019s not alone in this kind of thinking. We\u2019ve seen other articles where an expert&nbsp;argues that your logo is \u201ca [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":3161,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37,33,34],"tags":[],"class_list":["post-3168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-logomaker","category-logos"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Does Your Logo Convert? Sell? Tell a Story? Probably Not. | LogoMaker<\/title>\n<meta name=\"description\" content=\"Don&#039;t believe it when you hear a logo design expert tell you that your logo needs to convert, or sell, or tell a story. The truth about what a logo can do.||Don&#039;t believe it when you hear a logo design expert tell you that your logo needs to convert, or sell, or tell a story. The truth about what a logo can do.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does Your Logo Convert? Sell? Tell a Story? Probably Not. | LogoMaker\" \/>\n<meta property=\"og:description\" content=\"Don&#039;t believe it when you hear a logo design expert tell you that your logo needs to convert, or sell, or tell a story. The truth about what a logo can do.||Don&#039;t believe it when you hear a logo design expert tell you that your logo needs to convert, or sell, or tell a story. 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