The Three Things Your Logo Needs To Succeed
Every business develops their own unique brand and in doing so a logo to be identified by. If your new to business branding you might be asking what actually is a logo - the oxford dictionary defines a logo as:
“a printed design or symbol that a company or an organization uses as its special sign”
So what should you know before creating your own logo?
Here I will share 3 important things to get right and I promise they aren’t too tricky to master to get your business and branding off to a great start.
Keeping it simple is really important. If your business does ten things and you try to put across this in your logo it could be a mistake. Although it would be a great achievement to visually depict the many facets of your business consider if it can be communicated quickly. These days our customer is exposed to a great deal of visual information both on and off screen. By choosing simple and clear you have the opportunity to be recognised quickly time and time again.
Look at it another way when you think of the companies apple and virgin - do you immediately picture there logo? These brands are so well known that we automatically conjure up the apple logo in our mind.
The simplicity of both of these companies logos makes them easy to recognise, clear and to the point. Their logos certainly do not reveal all that they do but we immediately know and recognise them.
2. TO SPEAK THE RIGHT LANGUAGE
Every day we recognise characteristics in the items around us that appear high end and others that appear cheaper. It influences what we buy and our expectations. If you were looking for a stunning piece of quality jewellery you would naturally shop at a store with the logo and branding of a high end jewellery store whereas if you were in the market for a fast food burger you would go to the store with the logo and branding related to that.
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From the colours selected to the type font and graphics there are unmistakable cues that we relate to and immediately communicate to us. Certain font types make us feel a brand is expensive, luxurious and high quality and other fonts we automatically associate with affordable and lower quality. When the logo and brand appropriately convey our expectation of a brand it gives us a sense of familiarity and reassurance.
Looking at these 4 logos they are all hotels. Some market themselves with quality and luxury while others on affordability and value. Pause for a moment and consider walking into the Ritz and being met with the Premier Inn lobby would you pay Ritz prices or would you get a sense of being ill at ease.
3. A STRONG FOUNDATION
Before starting either creating or commissioning a logo its worthwhile know your own personal preferences. Consider other logos from similar companies review their logos what is it you love or hate. Now please don’t copy them but it’s a great place to draw on inspiration and get a clearer picture of the direction you wish to take. You might see a font that want to steer clear of or use, a colour that you wish to include and so much more. Also if you are outsourcing your logo design, being able to clearly guide the designer will help you get your ideal logo more efficiently.
Looking at these 4 logos they are all estate agencies. If you were also in this industry you could start to form an opinion of what appeals and does not. Maybe the font of one logo feels more appropriate or a colour appeals. Perhaps you see those who price their services below yours therefore to stand apart with a logo evoking exclusivity and high end services may be the direction you take.
Now you have a starting point have fun on your journey to your perfect logo to enhance your brand.
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