When you think of a brand I would bet the first thing that comes to mind is the logo associated with that brand. Recognition is the power of the logo. The logo is a visual representation of a brand, any brand. If a company does an efficient job of establishing the brand, the logo plays the role of the media beacon of the company. The power of your logo is true whether your firm chooses a typographic version of your business name, known as a word mark or a graphic design element, known as a brand mark. In fact, some well-established company’s logos are so recognizable that even if a portion of the logo is obscured, consumers are still able to identify the brand. That’s an example of well-developed and intentional brand recognition and awareness.
The fact of the matter is that every business needs a logo. Yes, all businesses. In the competitive marketplace small businesses need a logo that visually captures the essence of the firm. The benefit of possessing a recognizable logo is that now your firm is employing the power to be top-of-mind with current and potential customers.
The Target Corporation personifies the power a logo is able in the corporation’s distinctive “target-shaped” logo, the bright red color contrasted with white, and the “Expect More. Pay Less.” tagline encapsulates Target’s focus of a wide variety of inventory at competitive prices. If the logo and tagline are able to positively position the brand in the consumers’ mind then these two elements have been effectively presented.
Logo Creation is Only Part of The Process
Simply creating your logo doesn’t ensure success in and of itself. How the logo is utilized is critical.
A familiar and identifiable logo is more an outcome of success than the cause of the success. As an illustration, examine Starbucks. Starbucks’ logo is an extremely recognizable icon. However, the success of the Starbucks’ logo only came about due to the overall success of Starbucks. Some experts advise that companies will reap benefits simply by creating a suitable logo and focusing on the businesses core competencies.
5 Essential Factors
-
Location, Location, Location
Complex logos and/or extensive word marks obviously do not display well in confined spaces and/or at lower resolutions. Be open to adjusting logos and word marks so these two elements fit well in the media that is being utilized.
-
Words and Pictures
As was defined previously, logos generally are word marks, brand marks or a combination. Word marks utilize the name of the firm as a logo. A brand mark is a graphic element. A very important factor to keep in mind is if word mark is distinctive, then your company would be well served to include the word mark in your logo. If the personality of your business would benefit from incorporating a distinctive logo, such as if your company offers a wide range of services and/or products, then by all means blend a unique logo with your business name.
-
Put Your Company’s Essence in Your Logo
Use the outcome of your company’s strategic planning and subsequent vision to create a symbol that succinctly reflects that distilled vision. Determine, for example, if your brand’s emphasis is traditional or contemporary, new to the market or established, global or local. Regardless, do not strictly think creative. Be sure to develop your logo from a practical perspective too. For instance, will your logo lose distinctiveness if the logo is printed in black-and-white?
-
Choose an Appropriate Font
When a logo features text, the selection of an appropriate font is just as important as the color of the logo. The selection of a font must take into consideration what font style best suits your company. For example, would your company benefit from a traditional, solid, ornate, feminine, bold or technological font style? There are almost infinite variations of fonts from which to choose. You may choose to have a graphic artist design a custom font for your firm’s logo. In fact, hiring a graphic designer is an excellent option, and be confident that you are hiring an expert who will provide you with insight into the process that you probably never took into consideration.
-
Design a Logo with Long-Term Relevance
Even though your logo may change slightly over time, your logo requires a timeless look and feel. The reason is quite simple. You want your logo to be easily and readily recognized by consumers. Your final logo must express your company’s essential style, not necessarily based on the latest design trends. When considering your final logo choice, project 10 years from now. Will your newly-designed logo still properly reflect and characterize your business in the future? If your team decides that the answer is, “No” then the process will need to go back to square-one.Tweet
