As a part of your business, you probably have a logo. Do you use it on social networks, website and elsewhere? It’s an important part of branding, as it associates the recognizable symbol with your business. There are times when you definitely need to use it, but do you think you can overuse it? Are there situations when a photo is a better idea?
In his latest video, Roberto Blake discusses this matter. He suggests when to use a logo, and when to avoid it and let the photo represent you and your business instead. Do you think logos still matter?
Of course, there’s no one universal answer, as different things work for each of us. But some of the suggestions Roberto gives make a lot of sense.
First of all, if you represent yourself on social media (Instagram, Twitter, Facebook), you would probably want to associate the account with your photo, not your logo. The same goes for LinkedIn. The reason behind this is pretty logical: this creates the “know, like and trust” factor. We live in an era where people are less trusting towards brands that stand behind logos and symbols. They want to form a connection and feel that an actual person is taking care of them, especially when they’re conducting a transaction. If you’re a photographer, then it’s probably good that you are in your profile picture in the flesh, instead of the symbol that represents your business. This could create a closer connection with your potential clients and make them feel more trust on the first sight.
If you represent the business rather than yourself as an individual creator, then it’s a good idea to use a logo on social media pages and your website. Still, there is room for the picture of a human here as well, because of that feeling of connection and trust you want to create. For example, Facebook and Twitter allow you to add cover photos. This means that you can use the logo as the profile picture, but you can still include the human factor. The cover photo can show you in the process of work or with a client. This creates context and provides more information to the potential customers.
Now, there are still some situations when using a logo is a much better idea. If you run a product-based brand, then logo should be the preferred option. Regarding photography, maybe you don’t provide the service of taking photos. If you sell prints or run a business that produces gadgets for photography, you should opt for the logo. It shows consistency, and over time it creates the connection of the brand with the symbol.
In conclusion, there is no doubt that logos are important. However, context, human experience, relationship and trust also matter a lot. This is why you need to think about (over)using your logo and adapt it to your business type.
[Do Logos Still Matter? Logo Design vs Photography Scenarios | Roberto Blake]