Your logo becomes your brand’s visual identity. It’s often the first visual representation that customers will have for your business. As you consider this, keep in mind that it doesn’t have to describe what you do, it simply has to identify your business.
Whether it’s letter heads, business cards or the web, it will appear on every piece of online and offline branding that your business utilizes.
Some companies tend to over-think their logo. Sometimes it’s best to keep things simple. There are a lot of factors to consider for your logo to fit into your bigger marketing plan.
It’s not the end all – Yes your logo is hugely important. It’s the equivalent of a visual handshake. It’s the first thing people call to mind as they picture your brand. But it’s not your entire brand. Your logo’s job is to visually represent your business in an appealing manner. It doesn’t have to communicate your entire message, or be a literal representation of everything that you do. So sometimes, simple is better. Here are some examples of simple, yet effective logos from a variety of companies. They don’t overreach.
Design for a variety of sizes – Like I previously mentioned, your logo is going to be used in a variety of ways. Plan for small uses such as letterheads and business cards, but also big uses such as stretched out website sizes, and even banners or billboards. This is why vector files are best for logos. They more easily adjust and are able to be utilized in a wide variety of sizes. Adobe Illustrator utilizes vector files.
Make sure it’s appropriate – While using bubble letters, a wide array of colors, and a backwards letter may be appropriate for Toys R Us, it might not work for an insurance agency or a financial planner. Who is the logo aimed at? What is a business’s ideal audience like? These are questions that should always be asked when designing a logo. While you may like a particular logo, if it doesn’t mesh with the audience’s taste and expectations, it’s probably not going to be a good fit.
Make it matter – It’s best to put some thought into your logo. When a potential customer lands on your website, it’ll take a few seconds at most before they figure out whether or not they’re hanging around for more. So many companies throw everything at their potential customers at once with a busy layout, and content that probably says too much. A good way to make it matter is to go the other route. Keep your logo simple and appropriate. People will remember it better if it’s not mired down in too much detail.
Consider Colors and Movement – These visual elements of your logo will say a lot about your company. A bright, bold color may help you stand out, but you’ll want to consider your audience and what they might like. Here’s a great article about color psychology and how certain colors make people feel. Motion is also a great element to consider in your logo. Think of the activeness of the Twitter bird. When you’re giving the visual depiction of your company, active is always a better look than static.
Matthew Brennan is a marketing writer based in the Chicago area. He regularly writes about content marketing, blogging, and engaging with your audience. He has been published on ProBlogger, Soshable,Business2Community, and writes for Optiva Signs. Connect with Matthew on his website, www.matthewlbrennan.com, LinkedIn, Twitter, Google+.