How important is a great brand logo?

A recent BBC News article asked: How important is it for a company to have a great logo? The article pointed to Nike's swoosh as an example of a well-established, highly recognisable logo.

One of the brand experts quoted in the story says: 'A logo is a simple and functional signpost to help people find and identify your business. But for a logo to be successful, the company behind it must be a respected and trusted brand'.

Nike, whose swoosh shown here is its Twitter and its Facebook profile picture, has nearly 5 million Twitter followers and more than 22 million Facebook likes. The swoosh is enough to identify the business and its most famous brand.

Nike describes itself this way: NIKE, Inc. fosters a culture of invention. We create products, services and experiences for today’s athlete while solving problems for the next generation. For investors, it says: We create innovative, must-have products. We build deep, personal connections with consumers. And we deliver an integrated marketplace with compelling retail experiences.

Long-term studies of brand value indicate: 'brands that deliver a unique and compelling core proposition, a distinctive brand identity, and great advertising have recorded 168% brand-value growth on average over the past 10 years'.

So how important is a great brand logo? Very important if it conveys the brand's image, identity and core proposition. The swoosh isn't responsible for Nike's market leadership but it helps Nike's brand visibility every time a sports fan sees one on a champion athlete's hat, shirt or uniform.