Start the year off with a new identity.
So how is this achieved? The first and most important step of creating a brand identity for a business is through logo design. Unfortunately, an initial lack of customers and cash flow often causes many new small business owners to put off having a logo designed and marketing materials produced professionally "until they get a few clients" or "until they get started." However, logos are the centerpiece of a company's brand and quickly communicates to clients or customers who the company is. If you are a company who needs a logo design or logo redesign, here are a couple things to keep in mind.The Dos and Don'ts of Logo Design
Realize the Importance a Professional Logo has on the overall image of your company and brand identity.
When branding your company or business, it is important to define the identity of the company.
The logo design defines the business's visibility, credibility, and makes the company memorable- three factors that help your business grow and achieve success. The logo becomes the visual representation of your company that is implemented through the use of your marketing material, from business cards to promotional material to the web. The success of a logo design truly lies in its ability to be remembered by a customer.
While putting off your logo design development may seem like a smart idea from a cash-flow point of view, it could result in your business never getting off the ground. It can also lead to your business failing when it would otherwise succeed. Many business owners try to promote their businesses without a logo design or identity, usually resulting in an unfocused and unstable business image - exactly what you do not want to express to your clients or customers.
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Have a skilled professional work with you on the design of your logo.
Selecting a skilled designer to work with you on your logo design is a crucial part of creating a brand identity. While it may be easier (and cheaper) to have a friend or family member or do-it-yourself software design your logo...the design process is a crucial part in the creation of an successful brand identity and is something that is too often overlooked by businesses. A good logo designer will not only be able to provide invaluable design skills, but will also be able to guide you with insight about markets and target audiences when bringing your logo design to fruition. They will also be able to provide your printer with the proper file formats required for printing.Back to Top
realize the importance of having a unique and different logo design that sets you apart.
While it may be true that knowing your competition and what they offer is vital in running a competitive business and marketing campaign, copying the competition reflects negatively on your overall business image. Properly understanding competition and dealing with it is the survival of your business, and your logo design and brand identity is the visual tool communicating to your clients who you are, why you are different, and why they should come to you and NOT the competition. In this sense, the a unique and memorable logo design is an important resource used to distinguish you from your competition, rather than following one step behind.
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Keep it Simple.
A good logo design integrates 5 effective principles, these being:1. Simple
2. Memorable
3. Timeless
4. Versatile
5. Appropriate
Principle #1: Is it simple? A simple logo design will allow for easy recognition and allows the logo to be versatile & memorable. A good logo will feature something a unique quality without being overdrawn. A simple logo will allow for easy recognition, it will be memorable and will be effective in communicating to the client. Far too often, business owners try to say to much with their logo and implement photos and graphics to communicate every possible avenue of the business, resulting in a failed branding identity attempt.
Principle #2: Is it memorable? The result of a simple and appropriate logo is that it becomes memorable. A successful logo will be easily recognized and remembered by your clients.
Principle #3: Is it timeless? A successful logo design will stand up under the test of time. The final design of the logo is something that should reflect your company over the long term, rather than follow the trends of the time.
Principle #4: Is it versatile? Your final logo design should be something that is versatile and can be implemented across a variety of mediums. It must be able to effectively communicate in black and white as well as color, and should be able to be scaled down and still readable, while at the same time be successful on a large scale format.
Principle #5: Is it appropriate?Your logo design should be appropriate for its intended use. Fonts and colors and symbols are all means to achieve an appropriate logo. It is also important to understand that a logo does not need to show an image of what it does or where it is located, a logo is entirely for identification.
A good logo design will integrate all these principles, a bad logo will not. The results of over communication in logo design is an ineffective logo and creates a poor identity for your company.
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Invest in a designer or design company to work with you on your logo design and branding identity.
In obtaining a logo design, many companies underestimate the value of the designer and the design skills they bring to the table. The internet offers so many ways for companies to obtain a logo, i.e. embay, craigslist.org or logo design contests, and many companies feel this is a cheap and easy route to obtaining a good logo. This is entirely untrue. One of the most important relationships a company can establish is that with a design company who will work with them on creating a professional and consistent branding identity for their company. A logo design obtained at a lesser rate combined with a strong advertising message often results in a hodge-podge of design and makes the company look less than professional.Back to Top
