Regarding business marketing, logos are of paramount importance. It’s your brands main recognition point and a graphic representation of establishing your identity. A logo becomes an anchorage and a point of recognition for your target audience and consumers. So without doubt, a strong logo is at the forefront of any marketing and branding strategy.
THREE ELEMENTS
In a corporate world, logos are supposed to be the “face” of your company. They are chance to display your companies unique identity through font, image and – what I would regard as most important – the colors you use. These three elements are vital in determining how your company is displayed and received by customers. A great logo will also help a company simply use the logo as shorthand recognition for advertising and other marketable opportunities and resources.
PRINCIPLES IN DESIGN
The two most important principles for your logo are uniqueness and comprehension. There are obviously hundreds upon hundreds of choices and combinations when designing a logo but remember, a logo should convey and translate it’s identity and give a subtle impression to customers about what the company is all about. If your company is in tech, maybe go for something more angular in shape to depict “high speed” or “cutting edge”. If you’d like your brand to be portrayed as “warm”, “reliable” and “trustworthy”, maybe go for a logo that looks rounded in shape.
BRANDING’S MAIN ROOTS
Graphics are the pinnacle of brand identity. And that means logos. Logos are able to appear everywhere on any medium or format. So they’re insanely practical which makes them invaluable to determining your brands image. Your logo cannot be sub standard. Or you can wear the label of ‘Amateur’. Even if you logo is very good, make sure it’s cohesive with everything else you brand it with. Any can logo can look bad with other contradictory images or fonts surrounding it. That is why font, image and color is the rudimentary aspect of creating and branding yourself or your company.
RECOGNITION AND POSITIVITY
As consumers, customers and people in general become more and more familiar with your brand, they will naturally become more receptive and respond in a positive manner when encountering your company logo. Which can only be a good thing as you will see an increase in sales and a positive thought process within your target audience. This is why a clean professional logo is important. You don’t want to become out favored by a newer brand because your logo is lacking professionalism. Make sure your brand is here to stay to increase positive recognition.
USUAL MISTAKE
Many small businesses take the fast track mentality with logos and lack the desire to pay close attention to proper size of their logo or the positioning. Furthermore, they surround their logo with other materials and ornaments (clip art), which just ends up competing with the main logo image. You want to compete with other business, not your own! Avoid having to re-create logos and images for different printings (e.g letterhead and business cards). Why should I take a brand seriously if they themselves alter their logo several different ways to fit a certain space. Be constant with your branding so you portray yourself as reliable. Have one main logo only. That’s all you need. Ask Apple, Coca-Cola or McDonalds how it’s working for them.
Remember, logos are all around us. Next time your eyes skim past a logo that catches your attention, take time out to ask yourself, “why did that logo catch my eye? Was it the color? the font? or image? In many instances, it can be all three. Just be observant and you’ll soon notice a common thread between all good logos and their branding.