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Your Logo

The Logo
Think of a logo as the badge or crest of a company or product. A well-known example is the BP shield or Mercedes Benz’s three-pointed star.

Designing the perfect logo for your business is no small task.  After all, it is your logo that arguably carries the most weight when it comes to marketing and branding – so do not enter into logo creation lightly.  Put some serious time and effort into your logo, because it will be with you for the life of your business (if you do it right).  How do you choose a logo design that is perfect for you?  Here are some pointers:

Sometimes a logo includes some text in its design, such as the company or brand name. It really needs a great deal of thought – don’t leave it up to one of your kids who likes to fiddle on the computer! A logo forms part of your branding and must form a lasting impression on your viewers and can’t be changed at whim.

Every aspect of your logo must be there for a reason – every curve, each colour that is chosen. At the end, all the elements must blend together to form a powerful yet clear message.

If you intend having something of your own designed, some guidelines are:

  • Familiarize yourself with the different logo types.  Generally speaking, there are three different types of logo: text, symbol, and text/symbol.  The type of logo you choose should be based on the type of business you have, what your marketing goals are, and who your target audience is, among other things.  For example, your company name could make a great text logo (wherein the font type gives your logo its feeling and meaning), while a symbol logo would leave interpretation more in the hands of the audience.
  • Identify the qualities or aura of the product that it is intended to convey. Don’t use a roaring lion when the symbolism has nothing at all to do with your product or business.  In order to be as memorable as possible, your logo should be distinctive, and it should represent your business’ unique perspective.  Consider the things about your business that make it stand out from the competition, and brainstorm on how you may integrate those things into text and/or symbols for a logo.
  • Stay away from trends.  Why?  Because trends tend to go out of style just as quickly as they came into style.  Your logo should stand the test of time, as it is the image you want to indelibly etch into peoples’ minds.  It won’t be nearly effective if you are constantly changing it . . .  and if it is only relevant now because it is in line with current trends, you will inevitably have to change it. Focus instead on representing a unique aspect of your business.
  • Reverse it out.  There will be some occasions when your logo must be used in black and white.  Therefore, you need to take this into consideration when designing a logo.  If your logo is not effective when it is reversed out, then it’s back to the drawing board for you.
  • Keep it simple, so it is easily recognizable in print and reproduces well in a variety of sizes and different media. This means your logo must look just as good on a giant billboard as it does on a tiny mobile device screen.
  • Make sure it’s original. The public must not confuse it with that of another business, especially a local one.
  • Colours have meaning. Some excite you, some calm you. Make sure your logo designer understands this. It is advisable that you use as few colors as possible when choosing a logo design.  A good rule of thumb is that the simpler the design, the better it will translate to the myriad mediums it will be used in.  Also, remember that your logo needs to look good in black and white, as well as in color.
  • Let it possess ready visual comprehension … it should convey an instant impression to the audience. Too many fancy curls can confuse readers. On the other hand, if it’s too simple it might not convey a clear impression of what your company stands for.
  • Make sure you can live with it for a long, long time. The last thing you want is a confused public when you chop and change your logo.

 

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