A great logo can go a long way in helping your business grow. From nurturing connections to making sure you are memorable with your audiences; a well-thought-out and professionally designed logo can sing praises for your business and really get your name out there.
However, not all logos are created equal. Some logos shine, whilst others tend to fall unto the wayside through blandness and over-complication. So, what makes a great logo? That’s a good question, one we will very happily answer for you.
Your company’s logo should be unique to you; the last thing you want is to pay good money for an off-the-shelf design only to find your competitor is using that very same design.
Using off-the-shelf logos can also cause embarrassment – any entity with values far different than your own could also use the same logo leading to confusion at best.
Take the time to truly understand what story your business is trying to tell, and use that as a springboard for a truly great logo that is going to be near impossible to find anywhere else.
Tip: Speak with a reputable designer to custom-make a logo. Try to infuse your story into the logo so that the logo itself can become a discussion point. This can be great for opening conversations at networking events.
Simple logos carry a number of advantages which should not be disregarded. They are easier to adapt in all of your marketing collateral.
By keeping the logo design’s simple, you can also ensure that it looks great even at smaller scales or if it’s printed in monochrome (black and white). Simple logos, for the most part, do not contain too many intricate details and when they do, everything follows clean clines.
Simple logos are also able to withstand the test of time (such as Nike, Adidas, and to some extent Apple) and as such will also help you build longer-term awareness and recognition.
Tip: Go beyond the fads and the complicated designs. The best marketing strategy is the one that conveys precise information in the least possible words.
A logo should be memorable. Whether you’re handing out business cards at a networking event or trying to drive people to your website, a memorable logo can go a long way in making sure people remember you.
Keep in mind that as a business owner, your job is to get your name out there so that when somebody needs a service you offer, your company is the first thing that pops in their head.
Tip: When it comes to deciding what you want your logo to look like, try to think outside the box. Use a spot of lateral thinking to get your creative juices flowing and don’t be afraid to step out of your comfort zone.
Logos should be relevant to the business you are in. It can greatly help your cause if people understand what business you are in just by looking at the logo. Most people these days live very busy and hectic lifestyles and as such are careful (even if subconsciously) how much time and energy they will spend trying to understand something.
The logo should also be relevant to your target audience. This goes a long way in helping you build brand loyalty amongst your target customers. Take the time to identify this as a one size fits all rarely fits anyone at all.
Tip: Build personas and get to know them well. Understand what your target customer’s goals and aspirations are and design your logo to fit that mindset.
Your logo should also be congruent with your branding. Whether your branding exudes professionalism, fun, or anything in between; make sure that your logo design speaks your brand’s language.
One of the most important things when it comes to branding is consistency and this golden rule extends to the logo’s design as well.
Tip: Take the time to build a marketing plan. It does not need to be perfect, not by a long shot, but by having one it will make it much easier for you to understand the user’s journey and ensure you are not wasting resources.
Your logo will be displayed in a lot of different places. From business cards and letterheads to your website and marketing, it needs to fit in a myriad of different placements.
By doing your homework right, you can ensure that there are no awkward fits and everything fits in nicely. Good design does not need to be a gargantuan task; with a bit of planning, an eye for detail, and a professional to make sure the execution goes well is all it takes to ensure that your logo is as great as it can ever be.
Tip: Good quality design might not be free, but rather than focusing on the amount, what needs to be really taken into account is the benefits it brings to the business.
Great logo design is like that one customer that cannot stop singing you praise. It shows that you care about what you do, helps customers relate to your cause, and can attract new clientele.
Do not fear creativity; indeed it is one of the things the world needs more of but do take the time to consult with a professional to make sure that it ticks all of the right boxes.