By Dan Antonelli / President & Creative Director,
NJ Advertising Advertising Agency Graphic D-Signs, Inc.
Why Character Based Logos Work for Small Business Brands
Character logos and mascots from the 1930s through the 1940s, and even those used later in the 1950s and 1960's we're often employed in the marketing of different brands and their products. From the Michelin Man to Tony the Tiger, these characters helped build brand recognition, and were images that served to evoke emotions for the viewer, and connect in a more meaningful way than simple typography or photography ever could. While this technique was heavily favored during these periods, it started to lose popularity in the 1970s, and up until a more recent resurgence in retro and nostalgic branding, has been a relatively unpopular branding technique employed by small businesses.
Retro Branding is Back
We've certainly seen a huge resurgence in demand for
retro branding, and especially retro branding employing characters and mascots for small businesses at our
small business advertising agency. We firmly believe in this style of branding and
vintage logo design - especially branding that employs characters - which are used to serve as the foundation for a small business brand campaign. The feeling these characters help evoke, and the sense of nostalgia they connote is one that resonates with many viewers across a broad demographic spectrum. These logos instill trust in the brand, they portray longevity - even if the brand is new. And they make the business appear reputable. But more importantly - they create memorable brands.
Making a memorable brand for a small business is challenging. They don't have the money that large businesses have to invest in creating brand awareness. So, the small business needs to make sure their image stands out in a meaningful way, and leaves a lasting impression.
Character based logos tend to do that - because the viewer connects to the brand in a more meaningful way than other branding techniques. And the fact that this type of branding and
vintage logo design is still relatively unpopular is all the more reason why it works so well; it's unexpected, it appears fresh - and the viewer probably hasn't seen it before.
Below are a few examples of some of our favorite
character logo design samples, and
mascot logo design samples.
Character Logo Design Samples
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| Here's a cute little character logo that helps brand this HVAC company in Illinois. |
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| The character in this logo promises "Your clothes, delivered with Courtesy' which is their tagline. A memorable character logo which has helped make them the leader in their Rhode Island market. |
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| This cute duct mascot logo design really evokes a playful, yet memorable brand image for this duct cleaning business. |
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| We're friendly, and we're here to help. This unique character logo design is memorable and easily understood, especially from a distance when employed on company vehicles. |
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| Notice this outlet in this character based logo design example? A nice retro-themed design that speaks to the company's longevity, and service. |
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| The mascot logo design was a creative way to distinguish this brand from larger, national franchises. |
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| Need something fixed around the house? This character based logo design speaks of honesty, trustworthiness, and professionalism. |
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| The cute nerd in the character logo design is going to fix your computer, fast. |
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| A bug mascot for this pest control business is still friendly, thus avoiding the usual scare tactic approach that most pest control businesses employ in their branding. |
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| A chocolate store with a cute character logo design. |
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| This fun character logo design is simple, easy to understand and works well with the company name. |
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| Here's a playful character based logo and illustration for this established sign company. |
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| This mascot logo design makes it clear who is this boss for this hockey retail store. |
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| Definitely inspired by the advertising characters of yesteryear, this character logo design stands out among all the usual approaches employed by landscape contractors. |
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| Need some one to fix your plants? The illustration for this mascot and character logo design can do it. |
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| The mascot in this mascot logo design is really a smart ass. Good luck trying to catch him! |
