Selecting a company logo is one of the most important choices a business ever makes. With minimal text and well-chosen visual elements, logos instantaneously communicate with potential customers. It’s essential that the logo design conveys a message that matches the goals and identity of the business.
Consider these guidelines to help your business land on a logo that matches its goals.
- Remember Your Purpose: Like a team mascot, a company logo symbolizes the company, expressing in one image some core element such as business function or personality. The logo design shapes people’s first impressions of the company as well as their future recognition of the brand. Keep in mind that the logo design is a foundation of the company brand around which the website and other types of advertising should be built.
- Keep It Simple: When it comes to logo design, less is more. A well-designed, clean and simple look is more effective for conveying the strength of the brand. Logos should be designed to account for their use on all platforms of various sizes, from billboards to vehicle wraps to tiny images in the corner of a customer’s cell phone. A bold, streamlined logo presents well at every scale, while text-heavy or highly detailed images get lost or require time to decipher.
- Be Original: Research other brands in your industry to avoid logo design that is too similar and will result in less impact with the target audience. Think about how you might incorporate an easily recognizable icon – or simplified graphic image – into your logo to make your logo more memorable. It’s always a good idea to call on the expertise of a professional graphic designer who can develop multiple logo options to best exemplify your company brand.