One of the first things people notice that identifies your business is your company’s logo. Based upon it, they will make a number of assumptions, both positive and negative. When your logo is effective, it speaks volumes about your business’ identity. An eye-catching, smartly-designed logo indicates professionalism and speaks well of the level of quality a customer could expect from the business. A generic or indinstictive one will make no favorable impression whatsoever.
A logo is a conceptualization of your business in a single image. With so much riding on it, it’s important to put considerable time and thought into the individual elements of which it’s comprised. Let’s explore what makes an effective logo:
Elements of an effective logo
- Originality. Using stock images to construct a logo will make it look, rather than fresh and memorable, like something they’ve seen before, somewhere else. It may even remind potential customers of another business, which they may choose over you. It’s highly recommended that you work with a professional designer to come up with a unique logo to represent your business.
- Relevance. Of course just because a logo is one of a kind doesn’t mean it logically or accurately represents your business. Make certain your logo reflects some elements of your actual business and its offerings, its character and identity.
- Distinctiveness. Eye-catching, unique, descriptive, recognizable… these are the design elements that will affix your brand in the mind of the audience you’re trying to attract. That is the distinctive look of a well-designed logo that will powerfully represent your brand.
Now, how is that “effective logo design” accomplished? The following elements figure prominently into it:
Creating an effective logo
- Simplicity. Steer clear of overly complex designs that are too visually busy, convoluted or difficult to read. Avoid incorporating too many different shapes or fonts in favor of a more straightforward presentation. A simple but impactful logo will best serve to make a recognizable statement.
- Cohesiveness. A match between your business’ identity and the look and feel of the design is crucial. If your business is a flower shop for instance, an angular, cold metal vibe with technical-looking lines or fonts would not set the appropriate tone. Failure to present a logo that is cohesive with your business type, identity and brand will confuse or turn off customers.
- Shape/Font. Shapes used in the creation of a logo potently influence the communication of ideas, each creating a mental connotation:
- Circles (positivity, endurance, community and femininity)
- Squares and sharp, hard edges (balance, symmetry, strength, professionalism and efficiency)
- Triangles (masculinity, power, scientific, legal or religious)
- Horizontal lines (tranquility and community)
- Vertical lines (strength, aggression and masculinity)
- Angular fonts (dynamic and assertive)
- Rounded font ( youthful and soft)
- Bold fonts (masculine)
- Cursive fonts (feminine)
- Color. Colors also make a strong impact on the message your logo conveys:
- Warm colors (red and orange) elicit feelings of passion, vigor and energy.
- Cool colors (blue and green) connote tranquility, refreshment and nature.
- Keep an eye out for color trends that may help keep your logo looking fresh.
- Flexibility. Your logo design should be flexible as to be effective and look great in a wide variety of places - from a business card to the side of a semi.
Working with a graphic artist for logo design
The process of logo creation will go more smoothly if you approach the designer with a fairly strong idea of what your want your logo to look like. Consult with employees, gathering their ideas and feedback to inform the parameters of the design. These suggestions will help ensure that your logo design comes off without a hitch:
- Before hiring, explore other work by the graphic artist to make sure her style will match your vision. Otherwise, you could end up with a design that doesn’t represent your business.
- Make sure there are enough revisions allowed in your agreement so you can make all the changes you need to get exactly the finished product you want.
- Arrange to receive your logo in all various formats you’ll need for use in print and web in addition to the original Photoshop files that can be changed.
Changing or updating your logo
If you already have a logo, should you think about changing or updating it? If your company is undergoing a major expansion of its product line, you’re merging with another entity, you want to distance yourself from a negative situation with your brand or if for some other reason your existing logo no longer fits, it is recommended. An outdated logo is also a legitimate reason to make a change.
Avoid changing just for the sake of changing, however. Small tweaks over time are encouraged for maintaining a current look but once you find a logo that seems serviceable, you’ll probably do more harm than good by completely overhauling it.
A great company logo can go so far toward cementing your business’ identity in your customers’ minds. Remember to use them consistently and they’ll represent all that your business stands for stylishly and professionally.
What’s the state of your company’s logo?
Read other Gina articles