The logo is just one piece of the branding puzzle, but it’s more than only an image to accompany your business. A logo is a symbol, a combination of text and images that represent you and your business. It’s important to remember that putting together a logo isn’t like throwing lipstick on a pig and trying to pass it off as a princess. You want to make a fair and honest impression about what your business is trying to convey.
What does a logo do?
A logo can convey a lot of different messages. Think of it as a carefully designed piece of your business and a visual representation of how you plan on helping future clients. Logos can:
- Identify your brand
- Establish brand recognition
- Help consumers make decisions about your service, product, or company
- Create an impression
- Communicate brand values and messages
- Separate you from the competition
- Convey professionalism and build trust
Logos should pique customers’ interest and don’t need to be a direct representation of what you do or the services you offer. There is a myriad of logos out there that don’t paint a picture of what the company does. A perfect example of effective logo use is Nike. The swoosh says nothing about what they do, but we have all come to know the brand and what the swoosh symbolizes.
Loyalty and meaning take time to build. They are part of your brand message, and if done correctly, consumers will identify certain brand traits and results when they see your logo. Combined with your brand message, everything your company does becomes a part of the logo and the brand.
“Logos are a graphic extension of the internal realities of a company,”
-Saul Bass-
Before the logo, there must be a brand and a name. It does not have to say what you do or offer. The brand gives the logo meaning.
Before designing the logo, you must have a clear brand strategy:
- Who is your target client?
- Research your target client and everything there is to know about them
- Outline your brand position
- Figure out your messaging strategy and how you plan on speaking to your audience
- Develop a logo and tagline
- Figure out your content marketing strategy
- Develop your website
“A logo derives meaning from the quality of the thing it symbolizes, not the other way around. “
– Paul Rand –
For example, in some cases, with REALTORS® and Mortgage Brokers, you have a company that you are a part of that has its own set of brand guidelines to follow. It is crucial that you also develop a personal brand to set you apart from others within your company and outside competition.
Whether you’re designing your logo or having one created for you, there are a couple of things to keep in mind:
Be Different. People say, “Imitation is the sincerest form of flattery,” your logo is where you do not want to imitate. It would be best if you stood out, and your logo must be about you, so your consumers don’t get confused.
Hire A Professional. Please don’t try to save money by designing your logo unless you are a skilled designer. You want to ensure your logo represents your brand message. Your reputation and your brand are worth more than a cheap logo purchased off a website.
Brand Guidelines. A document about how to use your logo, when to use it and which version to use. It also outlines the colour use, font use, and much more. Having a brand guide will ensure visual consistency.
Multiple Uses. Be sure that your logo can be used or deconstructed in various ways to accommodate many uses from signs, business cards, digital services, favicons etc. It must work well, whether it is on a giant billboard or a pencil.
Keep It Simple. Make sure that your text is crystal clear, easy to read, and keep your colours simple.
Remember these tips when designing or having a logo designed for your company. A poorly designed logo will reflect badly on your business. If you need help, you can reach us here.