The right logo can speak volumes

Having the right logo can really set your business on the road to recognition and success. Think about some of the best known logos and how when you look at them, you instantly think about the company that owns them. Often, the simplest designs are the best and having a beautifully designed logo that is simple and conveys the right message about your business is an idea not to be dismissed. Remember that the logo you choose will be used in branding everything from your website to packaging to letterheads to corporate signage, so it needs to look good whatever its size. Do some research beforehand and take some time to consider what message you want to convey through your logo.

First impressions count. A well-designed, professional looking logo can communicate what your company does in seconds. That’s why it’s one of the most important steps to get spot-on when starting a business. It can tell the customer who you are, what you stand for, and make that all-important impact.

For this reason, many new start-ups entrust a designer to make a business logo for their company. However, there are some essential criteria you should be crystal clear on before making that call in order to ensure your logo looks good, is relevant – and packs a punch.

1. Know the name of your company

It may sound obvious, but carefully considering the name you have chosen to represent your business is an important step to avoid wasting money when you ask a designer to make a business logo on your behalf. Ensure the company name does not limit the design by being ridiculously long, and think twice before adding a tag line to your logo, to avoid overcomplicating it. Equally, using a generic word such as ‘solutions’ or ‘services’ may be appropriate, but is a challenge to represent visually.

Also consider the timeless appeal you want your business and logo to have. Naming your business something which prescribes a certain logo design, e.g. “Love Heart Stationery”, is not necessarily a bad thing.  Synergy between the logo and the business name is the best way to remain memorable, but make sure you’re not likely to go off your icon or the colours used a few weeks later!

You may also wish to inform your designer if the business logo they are creating is that of a new business, or improving an existing logo. For the latter, it may be beneficial to bear in mind the old logo, so that existing customers do not find any radical changes too alienating.

2. Style of your business logo

Think about the personality of your business and the mood you want to convey and stir in your customers when they recall your company. Is it serious and efficient, or friendly and approachable? Futuristic or nostalgic?

Such crucial considerations will underpin the design of your business logo, and you may wish to match this to one of three basic logo-style concepts, when communicating with your designer:

1. Font-based logos. Good to help customers recall the name of your business, if nothing else. However it may not explain what you do.
2. Representative logos. For example, using a van icon in the logo for a delivery service, which is both simple and self-explanatory.
3. Abstract logos. Often the most iconic logos utilise abstract symbols. However, these graphics are meaningless without money and time spent to establish the connection between the visual, and your brand.

As a small, growing business, the most beneficial and financially-efficient model may be a representative style of logo – which instantly communicates the service your company offers.  Click here to continue reading

Further reading

Feng Shui tips for logo design

How to design your business logo