One of the defining factors of a brand is their logo. It functions as an identification of the brand,, and it’s usually the first thing customers recognize. Therefore, it should accurately represent the brand and its core values and be imprinted to the viewers’ minds for a long term. It could also fulfill a decorative role in your business site, especially if you own a stall in the food and beverage business.
Why You Should Use a Logo
If you want your customers to instantly identify your stall and the type of food they can expect at your place, you should definitely use a logo for your brand. A logo is a visual representation of your brand and its core value, so it’s a great way to tell your customers about who you are.
An interesting, well-designed, and eye-catching logo may attract new customers to your stall. Because they catch a glimpse of you through your logo, there is bound to be something your customers feel connected to. People also tend to associate a brand’s logo with their professionalism. Putting your logo in your stall and packaging will surely grant you that professional image.
Such is the importance of a well-designed logo. Potential consumers can decide whether they would buy their lunch from your stall or not in just a fraction of a second. If your brand logo does not stand out among other stalls, you could lose potential consumers.
Common Elements in Food Brands’ Logos
Every logo consists of several elements in its design. There could be up to 10 elements incorporated at the same time in a single design, but there are 4 most important elements we will delve into: your brand identity, logo style, fonts, and color schemes.
Your Brand Identity
Specifically, your brand vision statement. In this case, what your food stall wants to serve to customers and how it’s different than your competitors. How do you want your customers to see you? What is the general theme of your business? You can worry about how your logo would look like after you define the answers to those questions.
To put it simply, this is how you want your logo to look. Would it consist of just your brand’s name or initials in a decorative typeface? Or would it be a lineart of your signature dish? Or perhaps a combination of both? Whichever it is, it has to catch people’s attention as soon as they see it.
If you want to incorporate text(s) to your brand logo, choose your fonts carefully. Certain fonts have associated attached to them. For example, serif fonts feel stiff and professional, while Comic Sans font feels too unprofessional when used outside a comic panel.
Colors are closely related to one’s emotion, and different color can incite different emotions, either positive or negative. However, you can choose color schemes that relate more to your menu when it comes to the food and beverage industry. If it’s a foreign delicacy, it might be more suitable to use the same color as the country of origin’s flag.
Logo and Customers’ Behavior
Earlier, we have mentioned the importance of logo and its association with the customers. Because it is essentially the first thing, you present to customers how your logo was designed greatly affect their perception of you. And it’s not just the overall aesthetic, either. Individual design elements in your logo also throw their own weights behind.
People start to judge you even based on just the shape of the logo alone. Certain shapes activate certain associations to the viewer. For example, people associate circular shapes with “softness”, while angular shapes are associated with “hardness”. These associations extend to the perceptions they have of your product.
A research team from Hong Kong Polytechnic University concluded that products marketed with circular logos were perceived as more comfortable. On the other hand, products with pointed logos were perceived as having more durability.
When applied to the context of a food stall, having a more rounded logo might incite a similar effect. Incorporating circular elements to your logo and using color schemes that invoke customers’ curiosity can help your business gain favorable perceptions.
So, fret not! Start scriblling and brighten up your stall with your brand’s logo!