As your business expands, your logo becomes the face of the organization. It’s the first image your customers, partners, and competitors picture when thinking of your services and products. Your best logo conveys the value of your business without overwhelming the viewer.
In short, your logo is one of the most important graphic designs your company will ever use. Some studies even suggest that preschool age kids recognize brand logos before learning their alphabet. Consider what that simple discovery says about your adult clientele.
Perhaps your company needs a new logo to reflect a business merger or to revamp a tired corporate image. Follow the guidelines below to ensure that your logo truly reflects your business.
1. Keep It Simple
Though the phrase “keep it simple” may seem cliché, the concept is essential when it comes to design. Complex and intricate images can look appealing, but such designs may sometimes mislead, confuse, or dissuade potential customers.
Remember, some of the most recognizable brands in the world are also the simplest (e.g. McDonalds, Google, and Marriott). No matter what you hope to evoke with your logo, you’ll find brand recognition easier when you use a straightforward approach.
2. Keep the Successful Elements of Your Current Logo
Look at your current logo. What do you like about it? The font? The main image? The overall shape? Next, think about what logo elements your customers respond to. You may have to conduct a survey or organize a focus group to get concrete data here.
Once you know which design elements offer the most positive connotations, recycle these elements into your new logo.
3. Make Readability Your First Priority
As mentioned above, a successful logo is simple. However, simplicity and readability don’t always go hand in hand. After all, just because a script font is simple doesn’t mean it’s easy to read.
Furthermore, readability doesn’t just depend on fonts. Your images should be clear and your colors must contrast without overpowering one another.
Early on in the redesign, picture your redesigned logo on advertisements, business cards, and your website. Could you read the logo from far away? What about on a very small scale? Repeat this evaluation multiple times during the design process.
4. Optimize the Design for Digital and Print Platforms
In addition to its readability, your logo must also be compatible with every possible platform, such as:
• Business cards, both for personnel and the company as a whole
• Merchandising, such as company t-shirts or hats
• Official communications, including newsletters and customer notices
• Print advertisements, like flyers and leaflets
• Signage, including your location signs and billboards
• Sponsor lists, such as those on stadium signs
• Your website and other online platforms
Create a logo that you can easily use on large-scale signage and print on paper, canvas, or fabric.
5. Work with an Experienced Design Professional
No one knows your business like you do, but without a degree in design, you may not have the tools to create a knockout logo on your own. To ensure your logo’s success, work with a professional graphic designer.
You bring company culture, clientele, and product knowledge to the table. Your designer shows you current trends and helps you craft a product that matches your vision.
Whether you sell plumbing equipment or designer shoes, you’ll quickly see how a new logo can impact profitability and company growth. If you follow the best practices shown above, your resulting design should represent your company accurately and easily for years to come.
To learn more about making your small business stand out in print and online, read our other blog posts.