So far, we have developed the several aspects of the logo as an idea transmitter. We have taken the logo as a sign, that is, something wanted not for what it is but for what it transmits. The logo is necessary because it represents your company, passes on the values it wants to transmit to the public, it is placed in the consumers’ subconscious, etc. All this is absolutely true. However, in all these cases, the logo comes out to bring another thing: it could be either transmitting your company’s values or learning your name by heart, but the logo is not something desirable on its own, in itself.
The logo becomes a sales tool when it is desirable on its own. When a logo is well-settled in the market, it becomes valuable in itself. When a logo is well-settled in the market, the public wants to get the logo, wants to buy the logo. That is, they wish not only to buy products but also to get the logo.
It is not surprising that certain apparel brands sell lots of garments because they have stamped on them the logo of the company they are produced by. The logo makes the garment valuable and desirable just for being on it. There are extreme cases where garments bearing a huge logo are bought and they are not made by the company owner of the logo printed on them. In this extreme case, it is possible to notice how the logo itself has an extraordinary sales power: people buy the logo even though the garment does not belong to the brand owning the logo printed or stamped on the garments. For example, seeing people wearing a T-shirt with a huge Nike logo is very common. This T-shirts are not made by Nike and the buyer knows it (it is not that he has been deceived by the salesman) but he is happy about it. The buyer wanted to buy the Nike logo to be dressed by it; he was not interested at all in buying clothes made by the Nike company.
In other cases, the logo works as guarantor of the product quality. The public looks for the company’s logo before buying any product. The search is directed at verifying the presence of the logo and its consequent quality guarantee. The logo works as the signature of the manufacturer company, the certification that this product belongs to it and it is supported by it.
There are also non-corporate logos whose only purpose is to assure the authenticity of the product they appear on. This is the case of video editors’ organizations that place their logo on VHSs or DVDs to certify them and prevent pirate copies of the movies edited by them from passing around.
In all these cases, the logo does not convey messages from the company to the public but works as a sales object, as the object of desire for the consumer who wants this or that logo. The logo, when it is well-designed and appropriately placed in the market, can become the product that represents more sales for your company.