Let’s play a quick recall game. Can you visualize the logos of these famous brands: McDonalds, Starbucks, Nike, Adidas, Amazon, BMW, and Ford? You must have remembered the logos for most of them. Now, if their products didn’t have their logos on them, would they still be considered special? Not really!
Logos add to the identity of the product, and a big challenge for brands is to make their logos and brand names memorable. Imagine you are selling an amazing product. You are heavily advertising it, and people are noticing those ads. When you take a quick survey to see how many people remembered the ad, you find out that barely anyone could recall your brand, but they could recall the product. Does this mean your ad did well?
If people can’t remember who is selling the product, then the ad has not achieved its goal. People will eventually forget the product, but if they could recall the brand name and logo, there are much higher chances of them buying from you. In a survey, 50% of consumers stated that they are more likely to choose a company whose logo they can easily recognize. For 42% of consumers, a company's personality is reflected in its logo, and over a third of consumers connect a good logo with high-quality business.
One important way to make your logo noticeable is by placing it in the right spot.
Results showed that:
Left vs. Center
Here, 50 users explored retail websites, encountering logos placed either in the center (eight websites) or on the left (six websites). When navigating, left-aligned logos performed better, with only 4% failing to reach the home page in one click, compared to a 24% failure rate for the centered logo.
Digging into logo placement studies reveals a clear winner: the left side. Let's break it down:
Comparison of logo placement between McDonald’s and Burger King’s billboards. This A/B test was performed on expoze.io
For this as well, the left rule applies. For longer emails, consider placing the logo twice—both at the top and bottom. Get creative by using different logo variations; for instance, use the image and text at the start and only the image at the end.
Let’s take a look at Airbnb's email. Firstly, they took a more off-beat approach by placing their logo in the center at the start of the email. They managed to put another logo at the end of their email on the left. This assured that the readers saw their logo, if not in the beginning but at least at the end.
Once your logo is in a visible spot, get creative with the packaging. April + The Bear uses branding on packing paper, adding a unique touch. Turn your logo into a pattern on tissue paper or custom tape for added brand presence. While creative packaging delights customers, ensure it complements your primary logo location, especially if your brand isn't globally recognized yet.
You can get playful with logo placement on apparel! Whether it's front and center or a small section on the back, you can get creative on t-shirts. Experiment with variations—icon-only, business name, or any mix—as long as it's consistent. The choice is yours, so have fun with what you want to achieve with your apparel!
For example, Gucci places its logo in the center of the apparel, whereas Polo places it in the top left corner. You can choose what works best for your brand.
When deciding where to place your logo on a billboard, make sure it's easily readable amid the visual noise. Consider integrating it into the bottom half, like Spotify does in the bottom left corner, for a consistent and memorable brand presence.