A logo is an image that represents your company. It can be an illustration, a symbol, a name, or a combination of these. A proper logo works to project your desired company image.
I run into people all the time that think having a logo designed is a “waste of money” but nothing can be farther from the truth.
Why is a logo important in the grand scheme of things?
The human brain recalls an image much easier than just words. Logos are about instant recognition. At a glance, your customer has found you. The brain triggers the relevant information about your company instantly. Symbols are much better and faster for recognition than words.
This is especially effective when branding a product. The logo becomes the product in the consumers’ mind. Your logo can represent everything positive [or negative] about your company.
People really do judge businesses by that first visual impression.
If you are starting your business and need a good logo, or if you think you could use a new logo to project your success, here are some things to think about.
Your Logo Must Be Original…
The design should be unique, with no potential of copyright infringement. You want the design to attract those you know would be your target demographic. You don’t want your logo to be confused with somebody else’s. The cost of a confused customer is way too high.
Keep You Logo Simple…
The best logos are those that will look good in black and white as well as color. You are going to want to use your logo on every document your company produces – all the marketing materials, e-mails, letters, etc.
In order to accurately and clearly reproduce your logo in so many different places and in so many different sizes, you want to keep it simple.
A simpler logo can be reduced, re-colored, enlarged, appear on the Internet, or be printed on your business card as needed.
Examples: A slanted font can represent movement and speed. A script font represents elegance and sophistication. A reversed font can represent modern art. A comic font is good for representing children. A thicker font shows power.
Words really are images, and presented in the right way, the written name of your company can give the same instant recognition, as an illustration or symbol can.
Purely symbolic (abstract) logos can represent your company. A symbol is not as clear as text and it may take many more client impressions to get them to remember your logo. However, if you are good at marketing it can cause an indelible impression on the public (once it sticks). Think about it, when you see that Nike swish do you have to see the company name at all? I rest my case…
Before people could commonly read, businesses used pictures instead of words to advertise their services. If such an image is appropriate, you might consider it.
Text and Symbols Combined
Combining the benefits of both text and symbols may be the most powerful way to use a logo. You get the instant recognition of your name, and what you do.
Lean toward clarity of a message in your logo. If the common person can glance at it and know what business you are in, and what kind of company you are, then you are on the right track.
What Colors Should You Use?
Different colors represent different things in different industries. People react to color, and you want to make sure it’s the reaction you want. The right colors will add strength and clarity to your logo. The wrong color will turn customers away.
For more information on the psychology of color click here
Need some professional help? If so please contact mePamela@artistadesign.com – together we can design an unbeatable visual concept for you or your company!