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Logo designers understand the importance of creating a compelling and memorable visual image that represents everything about your business or organization. As your logo gains recognition, it carries with it an immediate impression of your business’ entire brand including everything from the quality of your services or products, to your commitment to customer satisfaction, and from the way you develop your website and other marketing materials to the way you greet them in person or by phone. Sometimes confused with your brand, your logo uses symbolic representation to help to create and promote brand identity. The ultimate goal of a logo, then, is to evoke a positive emotional or psychological effect in your customers. Your brand is really a much larger and more complex mixture of information that combines to give a holistic impression of your company from the perspective of your customers, clients, fans, and even the public. A logo is often the first thing to make an impression on a client as it sets the tone for your entire brand. This critical first impression serves as the foundation upon which the customer’s combined experiences with your business is built, whether positive or negative. The more your customer engages with you, the deeper they connect that experience to your logo. A graphic designer or logo designer knows that there are basic rules when creating a new logo, probably the most important one of which is to keep the logo simple. Possible logo options include using a font-based logo such as FedEx, a symbol that concretely depicts the business like Target, a more abstract logo that gains identity through global and multi-faceted marketing such as Nike, or a combination logo of symbol and text like Coca-Cola or NBC. Logos contain some combination of shapes, letters, white space, and color. A word of caution when using color, whatever final design you select needs to be as effective in black and white as it is in color since some advertising mediums only take black and white copy. Further, clients downloading a letter or advertisement will often do so in black and white and a company does not want to lose any opportunity to make a powerful impression. Similarly, you logo needs to be scalable. While in some instances, you logo will be rather small on computer documents, letterhead, and print media, it will need to accommodate other uses such as applications on promotional products and perhaps even advertising on billboards. The bottom line regarding your company logo is that it matters; it matters a great deal. Taking a short cut in your logo design means you are missing an opportunity to connect with your customers in a memorable and meaningful way. So make sure when it is time to select an image that serves as the visual cue to your entire company brand that your logo is designed well, is simple but memorable, and that you use it on everything possible. This article is brought to you on behalf of Logo Graphics. For customized logo design for your business, sports team, club, or other organization, contact Logo Graphics for the best in effective logo design.
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