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Business Branding

How Strong Logo Placement Leads to Brand Recognition

Your logo is the face of your brand. It appears on every piece of literature, in ads and on your website. If you’ve designed it the right way, it speaks to people about who you are and what you stand for. However, placing it in the wrong spot can make it fade into the background and lead to lack of brand recognition. 

In a survey of 1,500 small business owners, researchers found 57% of owners would pay $500 for a logo design, 18% up to $1,000 and only 14% would pay over $1,000. While most entrepreneurs understood the importance of graphic design, they had to work within a budget.

No matter how much you pay for your logo, you’ll still wind up with something your customers begin identifying with when interacting with your brand. Figuring out where to place it for maximum exposure helps with image recognition. Here are some rules of thumb with logo placement. 

Website Placement

You’ve likely noticed the majority of websites place their logos in the top-left corner for their sites. People are used to seeing the logo near the top of the page. Some will go with a center placement instead. 

Nielsen Norman Group conducted some research into the left versus right logo placement on websites. They wanted to see which placement garnered the most results and how sites could better meet consumer expectations. They found 89% of users were more likely to remember the logo when it was in the left corner of the page. 

The reason can be traced to how English speakers read. They start in the upper left corner, skim across the page and then drop down and continue in either an F or Z pattern. For your website, the upper left corner may be your best option. 

Signs and Billboards

When designing for a sign or billboard, you may also want to start in the upper left corner, but you must also consider the space around your logo. Anything that wraps may put the logo too close to the edge or cause portions of it to fall off the display. Make sure you shift it down and to the right a bit to accommodate printer bleeds.

Uneven spacing creates issues for small business outdoor signs and roadside advertising. Any letters in your logo should be spaced evenly. Signs viewed from a distance often use bigger letters and shapes, so make sure everything has enough white space to accommodate the larger elements. 

Social Media

Think of social media as an extension of your website. You are limited to their layouts, so you’ll need to work within those confines. Many people use the logo as their profile photo, but that may or may not work. Make sure whatever you use for your profile image is legible to the viewer. Keep in mind many people access the internet via their mobile devices. 

The header image should include your tag line, a photo of your building or even a repeat of your logo. If you aren’t using your logo as your profile image, you may want to ensure you include it in the header of your social media pages. 

Package Placement

If you want consumers to sit up and notice your product packaging, you need to think through the logo placement. According to this article from Untappd, designing creative brewery logos starts with your brand definition. Is your brewery playful and fun? Or is it something more traditional and old-fashioned? All of these are difficult questions, but once you find answers and know how to convey this through your logo – you are all set”.

About 75% of Americans feel our country should take more steps to protect the environment. If you’re using eco-friendly packaging, think about whether you want to state that upfront or include your logo first. What is most important to your users? 

You definitely want them and anyone coming into contact with your box to notice your logo, but are there equally important elements in the design? Study successful companies such as Hello Fresh. Their logo is prominent on the box, but also utilizes the color green and explains what is recyclable. 

Should You Use the Logo in Advertisements?

You might wonder if you should include your logo when placing an ad online or offline. After all, you may have limited space to advertise a special offer. You should always include your logo in everything you do. It is the face of your brand and what you want people to remember long-term.

After the sale is past, when they see your logo, they should still think about your company. Part of growing a strong business is retaining the customers you have. You must connect with them and leave a lasting impression. Your logo is a vital component in achieving name recognition. 

Try different placements. Your goal is to make the logo noticeable but not detract from the call to action in your marketing campaign. You may put the logo in the lower left corner, upper left or anywhere else it meshes with the rest of the design. Try different options and see which one works best for your needs. 

Zoom Out

No matter where you place your logo, take the time to zoom out and see how the logo makes you feel. Take a step back from your computer screen. Print the actual item and view it from across the room. How well does the logo placement work from different angles? 

You’ll use your logo in many different locations. It doesn’t always need the same placement. What works for a website design may not work for product packaging. It might get in the way for an advertisement in the local newspaper and need to be moved to a different position. 

Go with your gut instinct on what works best for your logo and building a lasting impression. Over time, people will remember your logo and begin associating it with your brand. 

Eleanor is the editor-in-chief at Designerly Magazine. She was the director at a marketing agency prior to becoming a freelance web designer. Eleanor lives in Philly with her husband and dog, Bear.