Your business logo is a crucial part of your marketing programs. It gives you a face that is recognizable by the public and allows people to identify your company quickly across all platforms of business marketing.
The difference between a good logo and a great professional logo can make or break your small business that is just getting started. It is a complex design process that is best left to the professionals.
Elements of a Logo
Your logo should be unique to your company to make you visible to current and prospective customers alike. There are a huge selection of visual elements, typography and colors to decide on. Your logo should convey something about your company in its design or be industry specific. Angular logos convey a sense of speed for tech firms and service orientated logos often have a rounded logo which is perceived as a sense of trust and service. The logo of a high-heeled shoe is a great logo for an upscale women’s shoe company. The bold monogram of the first letter of a company should be bold and eye catching but not awkward or overwhelming to the eye. Trade marking your logo allows you to use in on every type of sales and marketing material across the board. A cool, trendy or hip company generally has a logo sleek and edgy design to match the type of business.
Uniform Brand Identity
Your logo is the chief visual component of your brand identity. It appears on all of your business cards, advertising, websites and stationery. A good logo doesn’t have too much contradictory graphics or inconsistent fonts. You should use the same fonts, colors and document designs on all areas of marketing with a logo.
Types of Logos
There are four general categories of logos: illustrated, symbolic, textual and combinations of these three. Textual logos have simple and clean lines with the name of the company in a certain size, font and shape. Illustrated logos have a distinct drawing such as the Pepsi-Cola logo of a blue and white circle. Symbolic logos are generally abstract in design and can work all over the world. An example of this is the Nike swoosh. Combinations of any of these three are popular, such as FedEx with a textual logo that also includes the arrow in the white space between the letters E and X.
Portrayal of a Logo
A professionally designed logo portrays a business that is professional, stable, reliable and positive. It promotes awareness for the business and allows them to stand out from other similar businesses. A memorable visual image presents the services and value of a company in that it can evoke a feeling from fun and whimsical to security or safety.
It is quite difficult to make a logo on your own that will fit appropriately on all of your communication from a business card to a billboard. Complex designs work well on large items like billboards, but will appear too cluttered with that much detail on a business card. Logos should always be timeless so that it can be useful for 20 or 330 years into the future.
You should leave your logo design to a professional to get the most of it and make certain that it is the correct face of your business.