Filed under Business Tips , Logo Design
A logo is much more than a pretty picture attached to a website or a business card. It’s the biggest marketing tool that a company has and is the key element of a corporate identity. The message that it portrays will shape consumer perceptions of a company. Often the first thing that potential clients will see of a business, the logo needs to make the right impression. Consumers will make assumptions of a company’s personality, reputation and values based on what they see in the logo and interpret from it. Therefore, it is crucial that a logo should reflect the right kind of image that the company wants to present.
Every element of a logo should convey a strong message about the company that resonates with its customers; its personality, ethos, aspirations and what it is offering. It should be clear and concise and should not require any explanation to be understood. If a logo truly does hold a strong association with the company and what it stands for then it will ensure consumers feel connected to that company. Used consistently and frequently, over time a logo will become memorable and will install confidence in consumers.
Outlined below are some important points to consider when creating your company logo, to ensure that it says exactly what you want it to say about you and your business.
Don't jump straight into the design
Before jumping straight into the design of your logo it is vital that that you spend some quality time thinking about what exactly you want your logo to say about your company. Think about your company, its values and services and shortlist the most important elements you want to be portrayed in the logo. It’s also important to carry out some thorough research into your target audience and what appeals to them. Whilst it’s important that you like your company logo, it’s even more important that it will resonate with your potential customers.
Invest in your logo design
Your logo is the foundation for the graphical branding of your business. Investing in a quality logo that will stand the test of time is well worth it. Trying to cut corners by using low-cost stock graphics or attempting to create something yourself when you don’t have the expertise will make your logo appear cheap and unprofessional. Instead, work with a professional designer.
Think hard about every element of your design
It’s important to consider each element of your logo design, as every individual component will evoke a particular emotion with the consumer. For example, many corporate companies use grey and sombre shades to give a professional and dependable feel, however this can sometimes appear aloof and unwelcoming. Capitalised fonts give a sense of authority, but using all uppercase may seem pushy and aggressive. At every stage of the design, always consider your target audience and proceed with caution.
Once your logo is created, have your designer create a logo standards manual indicating the exact specifications of the logo image, size, font, placement, and colours. Reproducing your logo whilst adhering to these guidelines will ensure that your logo always looks exactly the same wherever it appears, helping you to retain a thoroughly professional corporate identity.
Stick with your logo
Creating a logo is the first step in creating a brand identity. Consumers will become familiar with your logo and feel reassured whenever they see it. Changing it too frequently will damage the brand equity that you will have worked hard to build. Creating a timeless logo design from the outset should ensure that you always have a relevant and sleek look. However, if your logo does become out-dated, a refresh can be carried out whilst still keeping your logo recognisable to loyal consumers.
Designing a company logo is not a trivial activity, rather one that could make or break your business. Communicating a lot of information in one logo is by no means an easy task, but if you keep in mind the above tips and advice you should be able to create a logo for your company that says exactly what you want it to say.