A logo is the most important strategic marketing asset a company can have. It is a solid graphic mark that identifies you and only you. Your logo is everywhere; from your website, to your business card. Logos are there to identify, not to explain. Creating a logo whether it is simply a typography treatment or symbol is essential to your business. A logo and professionally-printed materials show that you are committed to both your business and to your clients. We get many calls from clients wanting a website and are willing to put dollars toward a good solid website but don’t really care about a logo or don’t understand the value. Do you know that a logo is quite possibly the most important strategic marketing asset a company can have.?
Creating a good solid logo takes time with many elements to consider. A well-designed logo can be as simple as beautiful typography, or a clean understood “icon”. It does not have to be complex, in fact many companies are keeping it simple.
Here are some tips when thinking about a logo design:
- Don’t be wowed by a trendy graphic. Remember a trend is what’s hip or popular at a certain point in time but in a year or two it will fade and your logo will appear outdated.
- Once you have a logo, stick to it. While it may be tempting to change your logo every time a new ideas comes into your head this can be counterproductive. Building a brand name takes time and clients may see your constant logo changes as a lack of stability. Clients like consistancy.
- Keep the design of your logo clean and simple, your logo is like your personal billboard, you want someone to see it, read it and understand it in 5 seconds or less. It must be ledgible and clear to read.
- Something that looks great on your computer screen may not translate well when printed, it is important to have your designer take you through the process of selecting a PMS color to ensure the color will translate well. Get print outs before you go to press, so you know what your getting before you spend dollars getting it printed. Always keep in mind that your logo will potentially be used in many different places. For example stationary, fax, newspaper ads, etc and it is essential it reads well across all platforms.
There are many other elements that should be considered when designing your logo, like a tag line explaining what you do. For example if you are a interior designer your name might not be enough, you might want and should consider adding “interior designer” so people know what you do.
A good, successful company logo will express the company’s image so that it transcends merely one product or service. Unless you can see into the future, most companies will shift and change as they grow, making it imperative that your brand identity is able to shift and grow with you. You want your logo to grow with you as well as any other printed materials you develop.
In general, your logo should embody the following key rules:
- Fonts should be simple and easy to read.
- Utilize simplistic graphics as attention-getting elements.
- Find a color pallet to fit the feel of your company.
- Use symbolic elements that portray simple ideas that are easy for a client to understand and remember.
- Take into consideration your target audience.
It takes a careful balance of all the elements, plus a bit of inspiration to make a good solid logo.