A company logo is a symbol. This may seem obvious, but it’s vital to appreciate the gargantuan power that such insignias wield. It’s because of this power that nations establish their seats of government in iconic buildings and that an entire branch of jurisprudence protects trademark ownership. It’s no wonder that symbolism is exploited to turn a profit. Nonetheless, the clout behind the company logo is no mystery.

Cold Drinks in Winter

The fundamental influence of a company logo derives from the precept of behavioral psychology known as “association,” whereby people make instinctive value judgments, not solely on the merits of something, but also on those of related ideas. Coca-cola, for instance, has been held responsible for creating our beloved red-and-white version of Santa Clause, thereby associating Christmas with its logo, and ever branding its beverage as the go-to holiday drink. Company logos possess further power through their capacity to spread, reaching critical mass as “memes,” symbols that garner cultural significance. Parodies of McDonald’s golden arches are a monument to brand recognition, declaring the motif relatable on a societal level.

Prestige, Thy Name is Logo

Brands often use the “association” paradigm to assume a mantle of authority via their logos. Medical organizations like WHO once assimilated the “rod of Asclepius” icon, only to see a plethora of businesses follow suit, in an effort to portray official status (frequently using the caduceus symbol in error.) The effect is more potent than we like to admit. Surely savvy shoppers like us can’t be taken in by such amateur trickery! Well, even this reaction has been studied, and it turns out there’s a strong tendency to underestimate our susceptibility to suggestive symbols. However, a logo is not just a corporate-client relationship, but also an inter-client one, since customers turn to these emblems for the prestige they expect others to associate with it. Rolex, for example, is more a statement than a timepiece, and who would buy one absent the status symbol of the logo? What would be the point?

Picture: diego cervo – Fotolia.com