It’s easy to see why people hate logos: They’re an obvious distraction from the content.
You can’t simply take a logo off and call it day.
And in a world of digital billboards and TV ads, logos are a distraction.
But it’s a common theme on the web: They’ve become an eyesore.
“We’re trying to get rid of the logo as a logo,” says Marc Johnson, a senior director at Digital Advertising Agency for the American Public Media, which has more than 300 employees.
In fact, it’s an industry trend.
The number of people who use a logo on their websites is projected to grow to 1.2 billion by 2021.
In 2015, more than 80% of Americans used a logo, according to a survey conducted by digital agency AARP.
“The logo is a way of telling your audience that you are a trusted brand, and you have a story,” says Johnson.
“And if you don’t do it, it is a liability.”
It’s no wonder many websites have logos on them.
“People use them for branding, for social media, for advertising,” says Rob Siegel, senior vice president of marketing at the digital advertising agency Acxiom.
But that’s not always the case. “
You’re going to get the same reaction when you put a logo that is just too distracting,” he says.
But that’s not always the case.
For example, the word “movies” might be on the internet, but the word for movies in French is movie.
In other words, people will see movies that look like movies, but are not.
That’s why it’s important to keep logos out of your website’s design.
And when you do, you’re leaving yourself open to a backlash.
“There are many cases where you have to take that logo off, or make it invisible, and make the content a little more engaging,” says Siegel.
“That’s a really good way to get people to actually read the content and actually look at the information.”
To learn more about digital marketing, check out our guide to getting your business noticed online.
The problem with logos The first time you see a logo you don “get” is usually when you go to the site.
A new logo might be an obvious choice to create a splash screen, but most people don’t notice that it’s gone.
“They don’t think, ‘Oh, that’s a logo,’ ” Siegel says.
“Or, ‘This is the logo of Acxom, which is also a company,'” he says, referencing the ad agency.
If you see it, Johnson says, it means the site is “under construction” or that the site isn’t ready yet.
“So if you look at it, you can say, ‘Hey, this looks really nice,'” he said.
“But the logo is not going to make people want to visit your site.”
“It doesn’t mean you have it wrong,” says Jon Riggs, founder and CEO of marketing agency BlueRidge.
“It just means you’ve got to have a different look.”
It also doesn’t necessarily mean the logo should stay on.
“Even if it’s really obvious, people are going to look at that logo,” Riggs says.
A logo doesn’t have to be in a place where it’s distracting to people.
In the same way that logos don’t necessarily have to appear in a specific place, a logo shouldn’t be a major element of your site design.
“I think the reason that it doesn’t go viral is that it is designed to not be,” Johnson says.
When it does, you risk a backlash from people who don’t like your design, he says