A business logo is an image that symbolizes your business. A logo is a visual representation that appears on company signs, paper and advertisements that customers use to identify your company. They also give customers a sense of your company’s character and values. It creates your customers’ first impression of your company.
The best logos send a message to customers about the company’s values, create brand loyalty and give company letterhead, vehicles and signs a more professional appearance.
Basic types of Business Logo
The three basic kinds of logos are font-based, literal illustrations and abstract symbols. Some logos use a combination of these three types.
Font-based logos consist of just the company name in a carefully chosen font that makes it stand out. Literal illustrations, such as a loaf of bread alongside the name of a bakery, simply sends a message about what that company does. Abstract symbols, such as Nike’s swoosh, are immediately identified with the company’s brand and image that promotes an athletic way of life.
Using just a symbol as a logo is a risky move as it requires customers to immediately associate your company with that symbol, whereas a font-based logo allows consumers to recognize new companies by their name.
5 Reasons why you need a Business Logo
1. Reveals your identity
Remember those old Westerns where cowboys branded cattle? They did it to mark ownership. Your logo should do the same thing (minus the pain of a red hot branding iron). Imprinted on your products, your business card and your website, your logo communicates ownership. It can tell the world/potential customers who you are, what type of product or service you sell, or what benefit you offer consumers.
2. Invites new customers to get to know you
We don’t live in a monochromatic world. People are drawn to interesting design and color. Your logo which marks your package or adorns your storefront must be designed to draw interest and pique the curiosity of your potential customers, prompting them to at least look, and hopefully purchase your product.
3. Distinguishes you from the competition
There are certain symbols that come to represent particular industries or products. For example, how many pizza places have you seen with a logo that features an Italian, mustachioed chef with a tall white hat and a wide grin? Maybe holding a ridiculously huge pizza?
A good logo reflects who you are, but it should also distinguish you from everybody else. A good logo should dare to be different.
4. Facilitates brand loyalty
From time to time, a company will redesign their logo, perhaps to update their look or reflect some other corporate change. As a marketer, I get this. As a consumer, I hate it. When I’ve become accustomed to my favorite brands’ logo and they change it, I feel a little betrayed. …Now, I’ve got to retrain my brain to look for something new.
Brand loyalty is huge and something every business needs to foster. A recognizable and familiar logo goes a long way toward building brand loyalty.
5. Can be everywhere
Placing your logo on all of your marketing, packaging, products, social media, website, etc. is a way to advertise your brand and your message consistently, whether it’s in the store, in your customers’ homes, online, i.e., everywhere you want to be. If you’ve developed your brand message and successfully tied it to your logo, everything you do and create becomes associated with the logo and the brand
What to consider when Designing a Business Logo
1. Identity in a World of Infinite Choice
A logo is a first impression. Before a customer knows anything about your business, they’ll view your identity with two choices: Keep reading, or click away.
On the web, that choice is made in milliseconds. Like the clothes you’d wear to a business meeting, your logo has to say; “I’m smart, I’m savvy, and I can compete,” at first glance.
“[The] first thing any small business owner should do is realize their business exists in a marketplace driven by multi-national brands”. – Von Glitschka, an illustrative designer who works extensively on identity and branding.
“Their identity needs to be able to compete visually on the same level to be a success”. The reason the web has been such a boon for small businesses is that they have “reach” comparable to big corporations like never before. …So, come to the table prepared, design-wise.
2. What Makes a Business Logo “Sticky?”
If you’ve done your homework, it’s time to think about what kind of visual identities make a strong impression. The average consumer is fickle even in his loyalties, purely because of the sheer number of choices available to him. Because a logo must be non-changing and timeless, making it sticky can be a bit tricky.
The perfect amalgamation of minimalism, well-thought-of concept, and strength in bold colors and typography — in my opinion — is what eventually makes a logo memorable and sticky for the consumer.
Avoid the predictable trends. Forget about what others are doing, and create something that uniquely represents your business. Remember that your actual business will be the ultimate draw, not the logo.
A business logo that doesn’t preach, a logo that leads and adapts to the changing times, a logo that has heart and the ability to connect with the viewer can and always will cut through all the ‘noise. To achieve all this, you’ve got to hire a pro.
3. Translating Your Business Logo into a Social Web Presence
You’ve found a talented designer, and she’s produced the perfect logo for your business. What’s the best way to (re)introduce it into the social marketplace?
A business logo alone doesn’t make a brand …and the process of building a presence around that identity is no small feat. Any logo design should take into consideration from the very start the potential context it will live in.
If your business is geared for online presence, make your design appropriate for it.
A tall vertical business logo for a web-based business would be inappropriate for the context. And when it comes to the social web, try not to spread your identity too thin. Translating a logo design into a larger web/social media presence must be purely decided on need.
If your business doesn’t need it, don’t cheapen it. Don’t jump on all kinds of media online and off the web. Have a good focus of where you want your brand to go and set your business logo along that path.
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