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Mary Pomerantz

How Your Business Logo Influences Customers

Mary Pomerantz

Ms. Pomerantz has served as the Chief Executive Officer of Mary Pomerantz Advertising for the past twenty five years. She was formerly the Chief Executive Officer of Pomerantz Staffing, which grew to be one of the largest privately-owned staffing companies in the US under her leadership.

examples of different logo treatments to influence customers

graphic of a question mark with arrows pointing in every direction to symbolize confusionWhen owners of large and small businesses first get started, their business logo is often one of the last things they consider. Many think of advertising strategies, promotions to attract and keep customers, hiring staff, creating mission statements and much more before even getting to the logo. Often times, the logo is something that is created without any strategic thought or planning. But the fact is that logos matter – and the way your business logo looks can influence customers in either a positive or negative way.

Some skeptics may argue that a business logo only serves to distinguish a company from its competitors. While that’s true, both real world observations and psychological studies have shown this to be only part of the story. It’s important to remember that there’s a difference between your company and your brand. While you can control the perception of your company, it’s impossible to completely control how consumers will react to your branding. Your company has a marketing budget; your brand is a part of your marketing budget. Your business must be sold to clients; your branding sells itself.

This is why it’s essential that you take care in creating a business logo that emanates all of the things you want your company to represent.

Your logo sends messages to current and prospective customers every time it is seen. People who know nothing about your company will subconsciously make connections and assumptions based on the shape, size, color, font and design of your logo. Understanding this is the first step to designing an effective business logo for your company.

What Does Your Logo Say About You?

graphic of paint paletteThink of some of the world’s best known companies: Macintosh, Sony, McDonalds, Starbucks, etc. All of these companies have strongly established logos and brands that have stood the test of time and communicated certain values to current and potential customers. Every single aspect and detail of your logo is saying something to consumers. Red, black, sharp angles, big fonts, weird spacing – they all contain hidden meanings. Here are some of the different features some logos contain and the messages they send:


  • Blue: Blue stands for tranquility, peace and calm. This color is great for organizations dealing with mental health or medicine. [1]
  • Yellow: Yellow elicits feelings of fun, energy and exuberance. It is associated with youth and innovation. Childcare organizations, food establishments and anything related to the entertainment industry are ideal for this color.
  • Green: Green is often associated with calmness, nurturing, organic products and environmental friendliness. Organizations using this color generally include environmentally conscious companies and scientific organizations.
  • Red: Red colors in logos often convey feelings of sex appeal, excitement, danger, warning and romance. Red is best when used in healthcare organizations or in industries like fashion and cosmetics.
  • Black: Tends to indicate strength, power, professionalism and precision. Black is generally well suited for businesses where credibility is important, like in financing. Also is well suited for powerful professions, like construction and mining.

graphic of various geometric shapes and symbols


  • Circular: Activates associations with softness, indicating that a company is warm, caring and sensitive to customers’ needs.
  • Angular: Correlated with hardness, signaling that a business is tough and synonymous with durability.[2]

Symbolism and Imagery in Logos

illustration showing a flying bald eagle holding the america flag in its talonsMany logos are more than just shapes, colors and letters. Macintosh’s partially bitten apple, the mermaid in Starbucks’ logo or the charging red bulls in the yellow sun for Red Bulls each send additional messages, conveying to customers a promise of sorts that has been established through years of successful associations and follow through. Accompanying messaging is intended to play off of this promise and the symbolism shown through each image. Despite often being referred to as an intangible asset and simply being used as a distinguishing tool, your logo is potentially far more influential.

Logos have long been used to convey meanings more powerful than words. Consider the golden arches of McDonalds’ (good food), the Nike swoosh (athletic excellence), even the logos used in ancient empires used to represent power. One could even look at the American flag or the eagle as a symbol of American freedom.

An effective business logo has been repeatedly shown to help customers develop meaningful relationships with brands, increase sales, lower marketing costs and reduce customer price sensitivity.[3] It not only serves as a visual representation of a particular company, but it also reinforces the promises it makes to its consumer base. If the purpose of a business is to make some aspect of life easier for its clients (which we can assume is true of most businesses), a logo can become synonymous not only with a certain company or brand but also with a certain responsibility or aspect of life.

illustration showing the different design elements that are used in an artist drawingWhen people see the Arm & Hammer logo, they think of something that can help with heavy duty cleaning and eliminating odors from the refrigerator. Walt Disney’s logo makes a person think of dreams coming true and imaginations running free. So when creating your logo, you not only need to think of lettering, fonts and imagery to represent your business, you must also think of a logo that conveys what you can do for your customers.

Why doesn’t every company create a business logo that will influence their customers in a positive way? There can be several reasons, but usually, small business owners will cite cost thinking they can not afford to a have a professional logo created or updated.  Savvy business owners who choose to work with a professional graphic designer are able to create a business logo that conveys the defining aspects of your company and as well as its products/services.

Here Are Some Logo Tips to Influence Your Customers in a Positive Way:

circle symbol

Simple: You want your logo to be easily recognizable across all forms of media. This is best achieved by using clear imagery and lettering.

swiss army knife symbol

Versatile: Your logo should easily translate from print to television, social media and out of home marketing.

bulls eye target and arrow symbol

Relevant: Ideally, consumers should be able to make a logical connection between your logo and your products/services. Having a rainbow as the logo for a combat boots company might not fly.

symbol showing arrow pointing inside a person's head

Memorable: Your logo won’t make much of a difference if people can’t remember it. A nice blend of creativity and simplicity is needed here.

stopwatch symbol

Enduring: In addition to having your logo be memorable, you also need it to stand the test of time. Many of the brands whose logos we can instantly picture mentally have had the same branding for several decades.

Allow MPA to Create a Winning Business Logo for Your Company

The early stages of any new business are very uncertain and volatile. Any wrong move or decision could spell doom for your company’s growth – this includes logo design. If you’ve never created a logo before or you don’t understand all of the factors that need to be considered, your chances of creating an effective logo are slim. The last thing you want to do is create a logo that doesn’t fit or, even worse, fail to create one at all.

For over 20 years, Mary Pomerantz Advertising has been setting the standard for marketing strategies and graphic design. We’ve created dozens of successful business logos for companies of all sizes and are eager to work with you and your staff to determine the right logo to represent who you are, what you do and what you stand for. Contact us today at 732-214-9600 to get started.


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