The word "logo" originates from ancient Greek; it means imprint or mark.
Later in the 13th century,
stonemasons, potters, and goldsmiths created their own logos to distinguish
their work from others. And you'll find that such craftsmen would have a
special location for their logo.
Nowadays, logo location is crucial
in all branding. You need to ensure people instantly recognize your brand, and
this is almost exclusively the reason why you have a logo. Although, we should
say colors, design, and shape play their roles.
Anyhow, where is the best logo
location for packaging? Are there rules about logo placement and can you be
creative with it? Well, in this short post we'll explore where and how you
should put a logo on your products' packaging.
Let's get to it!
Logo
Basics
As your brand's signature, your logo
represents an element of recognizable consistency with your brand. This
consistency should, as a general rule, be with your logo placement too.
How do you maintain consistency with
these things? A standard way of doing so is by creating your own logo
guidelines (here's an example). And it's typical that you would have these guidelines
within a broader set of guidelines for your brand.
The
Dangers of Subjectivity in Packaging
One of the key reasons why you
develop brand guidelines is so that you take away the risk of developing too
much subjectivity in your packaging. It's all too easy to go down the pathway
of thinking you know what customers want. But being more objective in the packaging design process should bring about more conversions.
So to be more objective, it's a good
idea to hire professionals that are less involved in your vision. In this case,
we're talking about professional designers with experience developing
successful branded packaging. Plus, they'll have better knowledge of where a
logo on packaging should be.
If you hire the right professional,
they will also be able to provide you with logo guidelines for future
reference.
Logo
Aspects
Some logos only contain a wordmark,
while others have a symbol and wordmark. The benefits of having a symbol are
that you may use it when space is tight on a particular part of your
packaging.
However, we do recommend you try to
use your full logo whenever possible. This will keep your brand looking consistent
and make it clear to the customer they are buying from you.
Many businesses like to develop a
few color variations with their logo. In this case, it's almost always a good
idea to consult with a designer to figure out your brand's color palette. This
palette will be part of your brand guidelines.
Where
to Put It?
There is a psychological factor you
should consider when placing a brand logo on your packaging. If you choose a
central placement, you'll appeal to the part of us that loves symmetry and order.
Putting a logo at the top of the
packaging is seen as more powerful, while the opposite is true if you place it
at the bottom. Also, the left side might be more preferred by consumers than
the right. But, you have to think about what message you're trying to put
across with your particular brand.
Choose
Your Logo Location Wisely
If you're in doubt about where the
right logo location is for you, consult a professional. Investing in this part
of your business will be well worth it, and may even give you a further
inspiration to grow your business.
So thanks for reading and good luck! If you liked this post, please check out our blog for more interesting reads.
