Content Strategy: Making good use of the Logo List Section
We recently launched a new section in Loft called Logo List. This is a great section to use to communicate brand promises, trust indicators, brand validation and more. We wanted to make this section versatile so that you could use some creativity in putting the content to work. For instance, you can choose to display or hide images, you can choose whether images are placed above, to the left or right of text and you can choose between rows or a slider. Let’s take a look at some of the content you can implement with this new section.
Communicate Trust Indicators
Building customer loyalty is an important part of the user journey. You want them to feel safe and comfortable with making a purchase from you. The Logo List is a great section to use to communicate your trust indicators. These may include messages like free shipping, award winning, satisfaction guaranteed, no hassle returns and more. We typically recommend placing this type of message right below or above your hero so that the user can start to build trust as soon as they land on the page. You will notice that we are using a consistent set of icons in our example. You will want to develop a set of icons that align with your brand image and tone. Websites like Adobe Stock offer icon sets that can cover all of your communication needs in a consistent and cohesive manner.
To create this look, use the following settings:
Header: none
Subtitle: none
Layout: Image next to left-aligned text
Image width: 70px
Enable slider
Do not show card background
Content settings:
Show image
Heading: enter headline
Text: enter text
Link: optional
Create Brand Validation
Your customers want to know that they are not the only ones who think you are awesome! A useful way to do this is to showcase some of your PR mentions. The Logo List is the perfect way to illustrate some of the marketing outlets that have boasted your brand, with as “As Seen In” section! This allows your shopper to feel good about purchasing from you because others have validated that it is a good choice. This is another use case that we recommend putting above the fold.
When implementing a solution like this please be sure to use proper logo files. Do not rely on Google images for these assets. Brands of the World is a great website to get logo files from, or make a direct request.
Another tip for this implementation is to showcase logos in a consistent fashion. All black or all white is a great way to go. All brands should have a black and white version of your logo that you can use.
To create this look, use the following settings:
Header: As Seen In
Subtitle: none
Layout: Centered image and text
Image width: 100px
Do not enable slider
Show card background
Content settings:
Show image
Heading: none
Text: none
Link: Link to the brand’s website (it will automatically open in a new window)
Introduce the People of Your Brand
When building your Shopify website it is always ok to bend the rules. In this next example, you can see where this Logo List section is not making use of logos or icons at all. Instead I am utilizing the structure of the section and putting it to use in a different manner–to display a team of employees. Your shopper likes to see the faces behind the brand. It provides a human and relatable aspect to your overall brand experience, making them realize they are in good hands!
A Meet the Team section can be effective on your home page, below the fold and coupled with other company related information like blog posts, location details or newsletter sign up. For this implementation I decided to format each employee headshot in a circle rather than just uploading my raw photos. This gives a little more visual interest to the section and breaks away from all the other boxes being used on the page.
While Shopify makes it really easy to upload a raw image and insert it into a section, some production on your images can help personalize your content. You could consider an accent color around the circle or some other brand texture that makes sense to you. Taking little considerations like this is what allows a Shopify theme to become personal to your brand.
To create this look, use the following settings:
Header: Meet the Team
Subtitle: The shining faces that make your everyday a great day.
Layout: Centered image and text
Image width: 100px
Do not enable slider
Show card background
Content settings:
Show image
Heading: Employee name
Text: Employee title
Link: none
Section Tips
In our Logo List section you will notice that you are forced to have a max of 4 logos per row (if you are not using the slider feature). This could feel limiting or cause frustration if you are trying to have 3 content blocks on the top row and 2 content blocks in the second row, centered underneath the first row. While you won’t find this flexibility directly in the section, you can achieve this look by using the section type twice. In this next example you will see how I created 2 rows, the top with 3 content blocks and the second row with only 2 content blocks.
To create this look, use the following settings in the first Logo List section:
Header: none
Subtitle: none
Layout: Centered image and text
Image width: 60px
Do not enable slider
Do not show card background
Content settings:
Show image
Heading: none
Text: recycled materials
Link: none
This section will only have 3 content blocks for Recycled, Eco-friendly and Sustainable Practices
Use the following settings in the second Logo List section:
Header: none
Subtitle: none
Layout: Centered image and text
Image width: NA
Do not enable slider
Do not show card background
Content settings:
Do not show image
Heading: 24/7 Support
Text: We are here for you and ready...
Link: none
This section will only have 2 content blocks for 24/7 Support and Free Shipping
We hope that this new section allows you to effectively communicate some powerful brand messages to help your shoppers feel good about completing their purchase. We look forward to seeing how you all decide to put this section to use.