To be noticed as a business in today’s digital world you need to establish a strong, consistent, relatable, and memorable brand. Besides a quality, in-demand product or service, one of the first places you need to start is with a kick-ass logo.
Logo, trademark, or symbol
(call it what you like that image) will serve as the ”face” of your
The company, so it’s important to understand all the aspects that define a good logo.
First, let’s talk about how a logo should be used. Your logo (be it a Symbol, Signature or mark) doesn’t have to describe what your business does, but it should represent the story of your company.
A logo does not sell the company, but over time a logo helps consumers build trust with your products and services. A logo serves as your company identifier.
This is where the correct use of colours, fonts, and images comes into play as it provides essential information about your business so that your consumers can relate to your company’s core brand.
Logos serve as an anchor point in your advertising and digital marketing material. Your logo is a shortened way of referring to your company.
Food for thought
Jacob Cass gives us a good way to look at logos: “Think of a logo as a person. We prefer to be called by our name – Rather than by the confusing and forgettable description like,
‘The guy who always wears pink and has blonde hair.’ In the same way, a logo should not literally describe what the business does. But rather, identify the business in a way that is recognizable and memorable.”
This is a perfect analogy for describing the function of a logo.
Consumers start out with a description of a brand and as they get to know your logo (like getting to know the guy with the pink shirts and blond hair) eventually you will get to know him by his name, Steven. In the same way, consumers will get to know you by your logo.
While we are on the subject of logos and brands, it is important that you know the difference
between a logo and a brand.
Your logo is the image that identifies your business. Your brand is the story of your business and all it stands for.
This simply put, means your logo is the face of your company and your brand is the personality. Identify your brand’s message so that your logo has something to stand behind.
Your logo should be based on your brand’s message. And your brand message should consistently uphold the idea that makes up the company and what it stands for, what it believes, and why it exists.
The company’s logo is instantly recognizable all over the world.
Webster’s Dictionary – definition of a logo
We live in an age where everyone has a website to support their business and if you consider the quote above, your logo has great influential power.
Your website is seen worldwide and because of this, the demand for top-class logos is greater than ever.
The general public uses your logo as a business identifier and for businesses, it’s their recognition on which their brand hinges.
If you are a small business be careful and don’t play fast and loose with logos. Not paying enough attention to the proper size, positioning, and surrounding your logo with material that could potentially hurt your brand visually.
What not to do
Misrepresentation of your logo can directly affect the image consumers build in their minds about the quality of your products and services. A sloppy image = a sloppy representation of your company.
Also, avoid re-creating existing logos or brand similarities as this can make your company vulnerable to liability and infringement lawsuits.
Avoid creating multiple versions of your logo and having different versions on your print and Online Sources. Keep your logo consistent,
simple, and classy.
Your company logo should represent you everywhere you go. Put your logo on all business materials and correspondence. Having your logo appear consistently and everywhere will help with long term recognition and improve your business’s corporate footprint and bring in more clients over time. Brand recognition is the goal here.
Of the top 100 brands of the world, 95% use only two colours in their logos.
Remember to think big from the beginning, it will give your brand more potential in the long run. A memorable logo can be the difference between the success and failure of a business. You might not think that a logo can have that kind of power, but it does. Brand identities are becoming more about the emotional connection and less about the literal business definition. Good logos convey a simple mental shortcut that helps consumers quickly understand what a business is about. When logo designs are too complicated and consist of too many elements are hard to remember and recognize, and those logos rarely work. An effective logo design is more than just graphic design. To effectively communicate visually
requires that you give your designer the right information and a clear insight into your business as well as a clear view of the emotional message you would like your logo to convey.
For the steps to designing a logo see our blog (insert link)