What’s More Important: The Logo or The Name?

by | Jul 7, 2020 | All Blogs

What’s More Important: The Logo or The Name?

What’s More Important: The Logo or The Name?

There has been a lot of debate as to what is more important when it comes to business logo vs name. To help understand the phenomenon that surrounds the two elements, we need to look at how each impacts on a brand and when it comes in and when it proves to be much useful. Before looking at these two, a logo and a name, let’s see how users or customers behave when interacting with both elements. Take for example, when you want to communicate a brand or business to your friend or another customer, do you mention to them the business name or the logo? Do you send them the logo or the name? Obviously, you share the name. People use the company name when they talk about a business organization. 

Again, if you had a brand you used its products many years ago and it vanished only to come back years later when you come across it, do you remember the name or the logo first? Obviously, you recall the name. Similarly, when you want to build a logo, do you prefer or use the name. You may use the company name or its initials in the logo, or you may decide to use only symbols. 

While the name may seem more important than the logo, these two elements go hand in hand in branding your business. Probably one comes after the other, and one is part of the other. A logo is part of your brand name. And the logo comes after the brand name. 

Why Brand Name Is More Important

A brand name seems to be more important than a logo because it allows visualization, control, longevity, and prioritization.  Because both logo and name are elements of branding, you want to see how they relate to your customers.  Branding involves creating a strong, positive perception of your business, products, or services in the minds of your customers. It combines elements like design, mission statement, name, logo, and a consistent theme in marketing communications. It’s branding that helps businesses to differentiate themselves from competitors and foster loyalty among customers. 

A brand name or the name of your company allows visualization. Think of it this way; what perfume or soap does your wife love and swear by? How does she recommend that perfume or soap to her friends and acquaintances? Does she mention its name or the logo? If your husband is recommending a particular drink or maybe a restaurant, does he mention the name or the logo? It’s the name.

When you are recommending a business, product, or service, what comes right into your mind is the brand name. Depending on the business or brand you’re thinking about, it’s likely that you will see an image or logo, however, what helps you to visualize that business is the brand name. People’s minds will pull in an image may be of a logo or a product, but that happens through the name. So, a brand name is crucial than a logo because it allows the visualization of a brand, business, product, or service. 

Another thing is that the name of a company allows control. Brands aren’t built by business owners or marketers; they are built by the customers. That’s why it’s often said that customers own your brand, you as the business owner; you don’t own your brand. When a brand has many admirers, advocates, ambassadors, or evangelists, it becomes a strong brand. People use brand names when they want to recommend a company to other people. They send them the name Nike and not the Nike logo when they want to refer the brand to their friends. 

And what comes first between a logo and a name. The story of logo vs name may be likened with that of chicken and egg- what comes first. Consider the brand Nike. What do you think came first? The logo, brand name, or Nike? Do you remember the IBM or Amazon logo? These logos are built from the name of the company. If you critically look at a logo and brand name, you find that the name comes first making it a very important element of your business. 

Moreover, a brand name allows longevity. A brand logo may change time in time, but the brand name stays. Historically, there has been an evolution of logos after every 3, 5, or 7 years for both local and global brands. So, how would a logo that changes much often be more important than the name of a company? 

Logo vs Name: The Big Debate

You know the football club Juventus, they recently changed their logo. The soccer club said that the change in the logo was an official adoption of a new visual identity for the club indicating the beginning of a new era of black and white. The new logo became in use from July 2017 and it represents the very spirit and essence of Juventus. When you look at the logo, it features distinctive stripes of the club’s playing jersey which is the Scudetto – a symbol of victory. It also features the iconic J standing for Juventus. The change of the logo did stop the fans from cheering their club. The logo has a big influence on the followers, the finances, and the club’s reputation. 

Which Is Which – Logo vs Name

A brand is a broader term when compared to a logo. A logo serves more of a marketing role while a brand name serves to bring out the thoughts and feelings of consumers towards a business. Having a brand name may be more important, however, you should not neglect the role of a visually appealing logo that may be a pin-pointer of a business brand. 

The Importance Of A Brand Name

Having a concrete brand name offers many advantages to a business. A brand name will stay but logos do often change. Even when you change the logo, people will be able to identify your business by its name. Having a good brand name allows your business to grow its roots in your business. Also, both the company’s brand name and reputation go together. Branding takes a broader role with more room to utilize and it’s an easy way for creating a brand reputation, but designing a logo is only the tip of a tiny part. You will realize that there are companies that have a name but they never use a logo. It’s unlikely that you can use a logo for your business without a business name. 

The Importance Of An Appealing Logo

A logo represents a typographic mark for your business or organization. While it’s a narrower term compared to a brand name, often people tie the two together. A logo can express what a business is about, however, it may not tell the entire story. That being said, it may be easier to remember a visual symbol or emblem like a logo than a name. 

A logo offers many benefits to a business including being a critical element for marketing. You can use a logo to introduce your business to different viewers. Also, logos allow a way of personalizing your business. There are many businesses that have branded themselves only through logos thus being able to grab the attention of their audiences with their emblem and not necessarily their name. 

Both Go Hand In Hand 

Creating an appealing logo has a big role in building a brand name. The growth of a company needs to accompany an ideal name supported by a good logo emblem and vice-versa. A brand name may work better for lesser-known businesses while a logo works better for the established known businesses. 
That being said, both the logo and name often go hand in hand and they support each other. So, you want to see how you perceive logo vs name when it comes to branding and growing your business. Make sure you put emphasis on both.

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