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If you are interested in Recognition features of brands, images of all kinds of logos probably come to mind first. Logos do indeed shape a brand significantly, but a strong brand is more than just its logo. A real brand is the sum of its recognizable characteristics and the effect that these brand-specific characteristics have on us as viewers.

In this article, we look at the different recognition features of brands. We find out what makes a brand and present companies that have developed a brand identity over the last few years. Unique branding with high recognition value. We would also like to discuss the importance of recognition features and why creating them is one of the highest brand goals for companies.

1.    Logos as an important part of the brand

Logos are the face of companies and a visual recognition feature that is inevitably associated with them. They usually represent the products or characteristics of a company, the values it stands for or the corporate vision. In principle, a logo can be anything. Whether symbol or lettering, black and white or colorful, creative or conservative - above all, a logo must be memorable!

One Study by Siegel + Gale has found that consumers attribute particularly positive characteristics to memorable logos that they are familiar with. The companies behind the best-known logos are perceived by consumers as trustworthy, strong and reliable. Whereas less well-known logos tend to be perceived as boring and cheap.

It can therefore be concluded that logos play a decisive role in the public perception of the corporate brand. It is therefore particularly important for companies to have a good logo - one that can be easily recognized.

2.    The characteristics of a good logo

The definition of a good logo is not clear. More than 100 years ago, ornate lettering was still highly regarded. In the 1980s, it was mainly creative logos in bright neon colors, and since 2000 the trend has increasingly been towards minimalism, i.e. simple lettering and clear symbols without a lot of frills.

 

Logos BrandsHow today's logos would have turned out in the 80s -

Source: https://imgur.com/t/only80skidswillunderstand/mcTy1hp

 

And yet the best-known logos of the last few decades show similarities:

On the one hand, they are different. The biggest brands in the world all have logos that clearly distinguish them from their competitors and make them identifiable.

On the other hand, good logos are also relevant. This means that they should primarily appeal to the company's target groups and contain design elements that appeal to the target group. However, outstanding logos must also look good in all possible sizes and display variants. This applies to both digital media and physical media. There are often several variations of a logo so that companies can use their logo flexibly and Adaptable can be used.

Other characteristics of a good logo are Simplicity and Timelessness. The best logos are simple enough to be understood at a glance and are designed to look good not only today, but for years to come. We already know that design trends change, but timeless logos usually outlast these changes. Take the Coca-Cola logo, for example, which has remained unchanged for over 100 years.

History-of-the-Coca-Cola-logo-Source-Ukrainian-telecommunication-portal-n-d

History of the Coca-Cola logo - Source:

https://www.researchgate.net/figure/History-of-the-Coca-Cola-logo-Source-Ukrainian-telecommunication-portal-n-d_fig1_343659277

3.    Further brand recognition features

Strong brands with high recognition are not only memorable because of their logo. There are many different characteristics that can be used to recognize a brand. It is often possible to make a direct association with a brand based solely on the product design or unique elements such as sounds or songs.

Even something as banal as a simple color can be a recognition feature for a brand and be clearly assigned to a company.

Care for a small example? Which company do you think of when you see this color?

color as a recognition feature

Source: Mirror

If you were thinking of Deutsche Telekom or magenta, then you are not alone. The company is so strongly associated with the color that it has even patented the color code and is suing a number of companies that use similar corporate colors. According to Telekom, their color even contributes significantly to the company's success. Pretty strong for a color code, isn't it?

Louboutin

Louboutin shoes are a great example of a recognizable feature in product design. They are known above all for their unmistakable red soles. Here too, French designer Christian Louboutin secured the sole trademark rights for red soles and claimed them for himself in a legal dispute with a Deichmann subsidiary.

The impact of this ruling is huge for Louboutin as a brand. A court comes to the conclusion that a red sole on shoes is such a strong recognition feature for the designer shoes from France that no other shoe brand is permitted to use it. Louboutin therefore has a unique selling point and a high level of brand awareness compared to all other shoe manufacturers.

Maison Margiela

Another example of a highly recognizable brand is Maison Margiela. A simple, knitted-in number pattern from 0 to 23 adorns the neck of all the Belgian designer's products.

brand logo

Source: https://www.mrporter.com/en-us/journal/lifestyle/the-secrets-behind-our-favourite-logos-373344

The numbers represent the brand's product lines. For example, 1 stands for womenswear or 10 for menswear. In the otherwise style-conscious fashion world, Maison Margiela definitely stands out from the crowd with its logo.

The unusual logo, the "swimming against the tide" and the courage to embrace individuality have created a truly recognizable feature for the company in a hotly contested market.

True Religion

The story of True Religion shows how a reinterpretation of a well-known item of clothing can create a high recognition value. The American fashion manufacturer has "reinvented" jeans, transforming them from simple workers' trousers into a high-quality designer item.

true religion

Source: Zalando

 

The founding couple Dean Jeffrey and Kim Lubell have given simple jeans a new style and look. With trendy fits, patterns on the back pockets and innovative washes, they were able to clearly set themselves apart from other manufacturers. This not only made the brand quickly recognizable, it also inspired numerous Hollywood stars and was very trendy for many years.

Due to the high brand awareness alone, True Religion has been able to establish itself in the absolute premium price segment for denim goods. On average, a pair of jeans costs an impressive EUR 200. For a product that is otherwise barely distinguishable, that's pretty impressive. 

Netflix / Intel

A recognition feature does not always have to be static. It can also be a particularly catchy sound or a video that is clearly associated with a brand.

The Netflix intro animation is the best example of this. Almost everyone knows the "Badum Ts" of the internet streaming portal by now.

Look here

But almost everyone knows the 3-second music composition by the Austrian Walter Werzowa in connection with the Intel logo. It is the most famous audio logo in history and is played somewhere in the world approximately every 5 minutes.

Look here

Netflix and Intel have not only breathed life into their brand, they have also made it into the minds of billions of people. This unique approach has given both brands an incomparable recognition value.

4.    The importance of recognition value for brands

Based on the examples presented, you can already guess why it is important for a brand to have a high recognition value. A high recognition value contributes significantly to brands gaining recognition. In principle, the same rules apply to branding as to logo design. A brand must therefore position itself clearly, stand out from the competition and stick in the minds of its customers.

But this is not possible if you are like the others. Brands need to be unique and themselves in order to stand out from the crowd. They need to ask themselves where their individual strengths lie, what they do differently or better than their competitors and how they can offer their customers added value as a result.

5.    Additional recognition features as a brand objective

One of the most important goals in branding is a high recognition value. In today's world, where the Brand loyalty is decreasing and consumers often buy their products from the first supplier on Amazon or Google, a brand with several recognizable features can really stand out from the crowd.

Brands should therefore try to create other recognizable features in addition to the logo. As the examples above have shown, brands are allowed to think unconventionally and have to think of new ways to imprint themselves in consumers' memories.

However, if a brand succeeds in creating several recognition features, it benefits enormously. The company becomes better known, consumer trust increases and so does the brand value.

6.    Conclusion

A brand is much more than just its logo, it is the sum of all recognition features. The logo is the face of the company, but as our examples of recognition features have shown, a brand can use many other ways to create awareness. More unconventional ways can also be used to successfully penetrate the consumer's consciousness.

Recognition value is essential for brands. As a company, this not only creates a unique sales advantage, but also the basis for surviving on the market for a long time and improving the relationship with consumers.

Tobias Dziuba

My name is Tobias and I am the founder and managing director of the Amazon agency Adsmasters GmbH based in Düsseldorf.

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