A strong brand identity paves the way for strong brand loyalty. And brand loyalty is kind of a big deal in the ecommerce segment. Let’s face it, the ecommerce industry is tough.
In the year 2021, the value of global ecommerce sales was around 4.9 trillion U.S. dollars. In such a thriving space, anyone can start selling today with just an Instagram page and a few professional product shots, to begin with. So, if you need your brand to really pop out in the competitive space, you need to have a strong identity. And as you already know, a good logo is a vital part of your brand identity.
Want to design a logo that your customers will love? We have some tips for that.
There are multiple stages that shoppers go through when they have to buy something – both at a store and on an ecommerce website. For this, an ecommerce business needs to do the following:
Your logo will appear on all the promotional materials required for all these tasks. So, if you have a strong logo that consistently appears across all your marketing designs, it will help strengthen your relationship with your customers. Let’s look at a few tips that will help you design such a logo.
Physical stores bend over backward in getting customers to enjoy the overall experience. Fun lighting, creative display, and a whole lot of little steps go into this. But that tangibility is lost in ecommerce. Not if you manage to make your site more fun and engaging for your customers. And it all starts with creating a fun logo.
You do not want customers to be in a serious mood when they shop, do you? Ecommerce brands have a lot to learn from the eBay logo for example. It might look like a simple wordmark logo at first. But the cheerful colors make this logo extra special. And the overall design is simple. This makes it relevant to the massive demographics the brand caters to.
The variety of colors in the eBay logo is a clear reminder of the variety of products you find there.
People come across plenty of businesses online. When they see your promoted post on social media, how will they know what you do? Your logo can give them this answer, instantly. And that’s possible when you create a meaningful logo that quickly tells customers what your business does.
The idea is fuss-free and pretty straightforward. The real question here is – what kind of symbols or iconography do you use to achieve this result? It depends on what you sell.
Amazon, for example, has a logo with an arrow going from the letter A to Z representing the fact that you will find everything from A to Z.
But if your ecommerce business only deals with one category of items, find a way to represent this one category. Or if you cannot decide, a shopping cart or shopping bag are easy symbols that people immediately connect to ecommerce brands. But remember that many brands use these symbols. So, you need to find creative ways to personalize these symbols.
The below logo, for example, has a shopping bag indicating retail and an arrow indicating the mouse pointer. This helps you quickly perceive that it is about online shopping. Combined with the casual font style this logo portrays the brand as a simple and approachable one.
If you look at ecommerce logos from around the world, even ones from the top brands, you will notice that there is a higher priority for function than form. But still, you cannot ignore the aesthetics.
Consider all the places your ecommerce logo will appear – packaging boxes, packaging inserts, landing pages, tiny banner ads, social media posts and so much more. If you have a logo that only looks clear when you scale it up what will you do when you have small packaging boxes? Your customer should still see your logo on it and also be able to recognize it. For this, you need a logo that prioritizes legibility and clarity of composition. That’s when your logo will look on packaging boxes of all shapes and sizes.
The no-nonsense wordmark logo of Etsy is a good example of a versatile ecommerce logo design.
The energetic orange color of the logo and the memorable font style are enough for people to quickly recognize the brand.
A logo that looks good will attract attention. But one that makes an emotional connection will be remembered. Do you want your logo to just shine on social media or do you want it to make an actual connection with your audience? If you want the latter, then you need to create a design that stimulates an emotional response.
For this, you need to identify and clearly define your ideal customer persona. After all, how can you satisfy your customers if you do not know your customers well? Once you know your customers well, you can easily figure out how to make them feel what you want them to feel.
Have you seen the logo of Alibaba, a globally popular ecommerce brand?
This logo works because of two reasons:
Having a logo that tells a story can be a boon for ecommerce businesses. The story ends up being the connection between you and your customers. It can also become a factor that gives them a reason to hold on to your brand even if the competition gets tough in your industry.
There are many brands that incorporate deep hidden meanings in their logo designs. Rakuten is one such. Take a look at this Japanese ecommerce brand’s logo.
Yes, it looks simple. But it is the horizontal line in the logo that you should pay close attention to. This line is representative of the Japanese character for the number “one”. And this logo was introduced as a part of the brand’s new goals or in other words, a fresh start.
When you create a logo that conveys such stories and presents them clearly to your customers, you can up striking up meaningful conversations with them.
At the end of the day, it is all about emerging as a people’s brand. So, your priority should be creating something that will resonate with the people you target. Show them how your ecommerce brand is different. How you simplify their lives. Show them how you make shopping so much better. That’s how you win customers and their loyalty too. For all this, your logo should be an exemplar of what makes you different.