When you’re considering all the factors that go into making your school successful, creating a logo might not seem like a top priority.
“Maybe I don’t even need a logo at all,” a little voice is whispering in the back of your mind.
Don’t listen to that voice; it couldn’t be more wrong.
Having a logo is an integral part of making your ‘brand’ successful – right up there with having brilliant teachers and positive referrals.
So, why is a logo important? Because it grabs attention, makes a strong first impression, is the foundation of your identity, is memorable, separates you from the competition, fosters loyalty and is expected by your audience.
Let’s take a deeper look at all of these points.
1. It Grabs Attention
Attention spans are short these days. Parents are busy people and even an important decision like choosing a school will be affected by first impressions. As things stand, you have about two seconds to convince potential parents that your school is worth further consideration.
A logo can quickly grab their attention and communicate your core values in an interesting way. That short attention span – the one that causes people to judge your school by its appearance – can work to your advantage, if you have a solid logo to speak for you.
2. It Makes a Strong First Impression
You have one chance to get this right. A logo is your first introduction to parents. If designed well, it can pique their interest and invite them to learn more about your school. If not, you’ve lost a golden opportunity.
This first impression introduces your school as an authority in your professional space right from the beginning.
3. It’s the Foundation of Your Brand Identity
Successful branding is about telling a story that will influence parents’ emotions – plain and simple.
And, while it’s true that logo design is only a part of a school’s brand, it serves as the foundation for the entire narrative on which the rest of your story is built. Colours, tones, fonts – all of this is determined by the story you’re trying to tell, and your logo sets the stage for this story.
These elements will later translate from your logo onto all of your branding materials – letterheads, business cards, landing pages, you name it – creating a concrete, marketable brand identity.
4. It’s Memorable
Your logo leads the horse (parents) to water (your school).
Logos are a point of identification; they’re the symbol that people use to recognize your school. Ideally, you’ll want people to instantly connect the sight of your logo with the memory of what you do – and, more importantly, how it makes them feel. Because a good logo is a visual, aesthetically pleasing element, it triggers positive recall about your brand that the name of your school alone might not.
And, if we’re all being honest, some of your audience will likely forget the name of your school (don’t take it personally – it’s human nature), but they’ll immediately associate your logo with their memories of your brand.
5. It Separates You from Competition
Dare to be different. Your logo is an opportunity to tell parents that your school is unique. For example, there may be a dozen other schools in your locality, but yours is the only one that’s committed to sustainability, and your green, earthy logo drives that message home.
A well-designed logo can communicate everything from your school’s background (history, relaxed, fun) to its mission through the right icon or proper font.
In other words, your logo is the forum to both convey your values and show why you’re not like other schools – you’re better.
6. It Fosters Brand Loyalty
As your brand grows, your logo is going to become more familiar to a wider audience, and this familiarity creates the perception that you’re trustworthy and accessible.
Think about it: When you’re out shopping for a pair of trainers and spot some with a “swoosh”, you’re instantly ready to buy. Why? Because that logo communicates to you that you’re in safe hands; it’s a brand you trust. Trust is built on a well-designed logo, and loyalty is quick to follow.
7. Your Audience Expects it
And, last but not least: your logo is the first thing that parents, students, staff and alumni will look for when they see a communication from you. It should be front and centre of all your marketing materials such as your website, prospectus, business cards, flyers, signs, newsletters and advertisements.
If you don’t have a logo that stands out, then you are missing an opportunity to make your school stick in the minds of your audience.
Now, Over to You…
So, there you go! As you can see, you do need a great logo; it’s a vital part of building a successful school with its own distinct personality. At Smarter Reach we have years of experience creating new logos for schools – or, in some cases, re-designing and refreshing existing ones.
Ready to work with us on your logo and start building brand recognition? Get in touch and let’s get designing!
