WHY A LOGO?

Logo design is the primary means of visually identifying and representing your brand. Your logo essentially serves as the face of your company, as it is often the first image that comes to consumers’ minds when they think about your business or brand. So it is important to your company’s success that you focus on developing a logo design that properly and effectively represents your brand position and values. This way, the image that consumers have when they see your company logo visually communicates to them the correct value proposition and brand message.

​

Logo design, like every aspect of your company’s marketing, should be based in strategy. Think about your company, your competitors, and your customers. What does your business offer that your competition does not? Who are your ideal customers, and what problem do your products and services help them solve? What principles is your company built upon? Taking time to think about and answer these questions will provide a solid roadmap for your company’s logo design.

​

When designing your logo, you want the finished product to be memorable, to be something that makes an impression on consumers. But it needs to be memorable for the right reasons. A logo that uses garishly bright colors or an aggressive font might be memorable, but probably won’t convey the right message for your brand. Instead, create a logo design that stands apart from the pack but in such a way that aligns with your company values and unique selling proposition.

​

You also want a logo design that is classic and timeless. This doesn’t have to mean stodgy and conservative, however. The important thing here is to not fall prey to the latest trends. If your logo design utilizes the latest color or design fads it might resonate with consumers today, but your business needs a logo that will continue to resonate a year from now, five years from now, and even twenty years from now. Rely on design principles such as harmony, balance, and proportion to achieve a logo design that feels fresh and contemporary yet will still be able to connect with consumers in the future. Your logo design may evolve slightly over time, but the basic components of your logo should be long-lasting.

​

Another key consideration for your logo design is how your logo will be used. Typically a company logo will appear in a wide variety of ways, including on print and collateral materials, signage, your company website, shirts, hats, and other items of clothing, and promotional items such as pens and mugs, among many others. So your logo design needs to be adaptable to all formats in which it might be used. For this reason it is often a best practice to develop multiple iterations of your logo, including with and without a tagline, vertical and horizontal alignments, and both color and black & white versions. And you undertake your logo design project make sure that each of these formats looks and feels appropriate and helps to convey your intended message.

​

Logo design for your business can and should be a fun, enjoyable process. But it can quickly become frustrating without professional guidance. For this reason it is best to partner with a marketing agency experienced in all aspects of the creative process including logo design, to make sure that your new logo connects with consumers in the appropriate manner to help you achieve your business goals.