Try this: Imagine a company you admire but WITHOUT conjuring up a mental image of its logo. Tricky, right? That’s because logos are the heart and soul of a brand and the key to connecting with audiences.
Given the influence a logo has on customers, a bad logo can be detrimental to business success. Whether you’re starting a new business and need a new logo or have a brand in need of evolution, below are some tips to keep in mind as you go through the logo design process.
Why Logos Are Important
Ok, so we know that logos are synonymous with customers' mental images of a business, but why exactly is that the case?
Today's business world is highly competitive, with countless companies vying for the same consumer audience. With so many options to choose from, customers must have a way to identify and subsequently isolate a company. Logos achieve just that. They communicate a company's core values and personality quickly.
After all, a picture is worth a thousand words.
Considering all this, your company’s logo must communicate the right message. A strong logo can immediately attract your audience, while a bad one will ostracize them.
Before You Start
It’s imperative to determine what exactly you want your logo to communicate. Start by asking yourself the following questions.
What is your company personality? This will help you determine color preferences, preferred visual elements, styles and aesthetics.
What are your company’s unique selling points? What are the top one or two attributes you want your logo to convey?
Who is your target audience? Detail your target audience's demographics, preferences, and behaviors to ensure the logo resonates with them.
Who are your competitors, and what do their logos look like? Analyze your competitor’s logos to identify opportunities for differentiation to ensure your logo stands apart.
KISS
That’s right. Keep it simple. At Thompson Marketing Partners, we’re firm believers in the principle that simple is memorable. Think about the most prominent companies out there and what their logos have in common. Often, their logos will seem a little, well, basic; they likely use one or two colors, have a simple and legible font, and avoid complex elements like gradients.
Some companies feel compelled to make their logos overwhelmingly complex because they believe it best conveys their value proposition or impresses customers. However, this only makes it harder for the company's audience to remember its logo. You want your logo to be easily recognizable and memorable; simple logos achieve just that.
Versatility Is Key
When designing a logo, consider how it will be used. How will your logo look across the top of your website? Will it be printed on shirts or tote bags? Will it be used on packaging or labels? How will it look on marketing collateral? Will it be just as compelling when shrunk down or blown up to a larger size? Think about horizontal and vertical uses. By considering future applications of your logo, even if those applications don’t necessarily apply in the short term, you’ll ensure that your logo has versatility. Also, you want a logo that stands the test of time. A timeless logo can carry your company for years.
Develop an Icon
Developing an icon is a component of creating a versatile logo. You’ll want one element that can be separated from the full logo and used for smaller uses, like a social media profile picture or the favicon on your website. Consider the McDonalds Arch, Amazon’s signature smile, the stylized “f” in Facebook, or the lowercase “t” in the Thompson Marketing Partners. These icons contribute to a company’s overall brand and can help develop a recognizable identity in a concise, visual way.
Evaluating Logo Options
Ok, you’ve had a marketing agency create a few options. Now, how do you choose? You could go with your favorite? But will your favorite resonate with your customers? Put yourself in your customer’s shoes: what would compel you to use your company over your competitors?
One of the most important things to consider when developing a logo is that it’s distinctive. You want your logo to stand out from the crowd and lodge itself in your audience's brains. A generic, overused logo will quickly be forgotten and won’t help you reach your goals. When you have a few logo designs in mind, view them next to your competitors' logos to see which design stands out.
Ready To Get Started Designing Your Logo?
A great logo functions as a bridge connecting a business with its customers. But before building the bridge, you need to know who will be walking across it and what will compel them to do so. Starting with a solid foundation and expert guidance will help develop a logo and brand style that will serve your needs regardless of how your business evolves.
Contact us to develop a logo that perfectly fits your company’s values and draws in potential customers.