Whatever your necessary business expenditure, you want to make sure you get a decent return for your investment. This applies right across the board, from hiring new employees, to buying fresh tools. In terms of investment it is simple to measure the worth of a new employee; however, what is the true value of a great company logo?
The problem is that, while a new salesperson may bring in immediate new leads, a logo and other visual aids do not. This is why it is very difficult to measure the actual net worth of such investments. You logo is an important area of your branding and, as such, has a lifespan of many years, and to get an idea of the success of your logo, it is important to take into account four areas of your logo design. Let’s cover each separately, covering originality to begin with.
Being Different the Right Way
Originality is an important aspect of your logo design; you want people to remember who they are dealing with, and to understand what the logo represents. It’s not a great marketing ploy to use a logo that looks in any way like one of your competitors, or any company from any sphere, for that matter. Similarity confuses the customer, who may be left unsure as to they have just purchased from. Of course, being original just for the sake of it is not the point; it’s about being different as well as relevant to your brand. A good designer understands what is needed to achieve your goal.
Be Versatile with your Design
Our logo will undoubtedly be colour, probably with your chosen corporate colours to the fore. It will also be designed to fit your letterheads. However, you must be careful at the early design stage to ensure that it is also flexible in many ways. This is the digital age, and your logo will need to work on a website, be appropriate for hand held devices such as smartphones, and also work in print media. It needs to be able to look good in black and white, and in a range of different sizes, as well as perhaps being suitable for use on promotional items, clothing and other marketing items. Keep this in mind at the early stage of the design process and look to the future.
Simplicity and Clarity
A good logo is one that is not cluttered and confusing, but easy to understand and quick to remember. It may not relate to the product or service being provided, but it will leave the observer with an impression and a memory of the company they have just dealt with. The best logos are not particularly detailed – think of the famous Nike ‘swoosh’ as an example – but are original, simple and extremely flexible, the latter being of vital importance. Once you have an idea of logo, begin to visually trim it down until you have the very basis of the idea; this is the best way to arrive at the right result.
The Right Impression
You want your customers to picture your logo when they think of your brand name, and vice versa; to do this, you have to offer them a consumer experience commensurate to the quality they expect. Your visual identity is part of your reputation, and your reputation relies on the service you provide. Using a simple and identifiable logo is just part of the process, and needs to be backed up by great service. Simplicity and clarity remain the key to keeping your service in the minds of customers, and encouraging their loyalty as a result.
If you think about the four points above when you are finalizing your logo you will be heading down the right path; remember, your logo is not for you – you don’t even have to like it – it is a first point of call visual representation of your company. Keep it simple, flexible and original, and you will have a