The Five Keys To Good Logo Design

Your company logo has a lot of work to do. It has to communicate the name of your business, what your business actually does, and develop an emotional connection with potential customers, all within a matter of seconds. A good logo can help your business make a positive first impression before potential customers ever pick up the phone, go to your website, or walk in your front door. It’s that crucial.
Surprisingly, however, many small business owners choose a go-it-alone approach to designing a logo, creating something on their own, often at the last minute, without much thought or feedback from others. The fact is, there are many factors you must consider when designing a logo for your business. Here are the five most important things to consider when creating your company logo.

1. Keep it clean
While it may look cool to add graphic elements to your logo such as gradients, weathered or textured looks, shadows, embossing, or multiple colors, those elements can work against you in the long run. Reproducing logos with elements like these can hard to reproduce on promotional items like t-shirts and hats, and can make your logo look dingy, overwhelming, and confusing.

2. Make It Scalable
Your logo will be used on a variety of mediums, from enormous billboards to tiny little pens, so it’s important that your logo scales effectively to accommodate different sizes and shapes. Keeping your logo balanced and symmetrical will help it look clean and crisp in any format. It’s also useful to have at least two versions of your logo, one horizontal and one vertical, in order to adjust to the size and shape of the medium.

3. Keep it Fontastic
Nothing can ruin an otherwise great looking logo faster than a goofy font. Typefaces communicate a tremendous amount of information to the public above and beyond the name of your business or a tagline. For instance, a company offering financial services, insurance, or medical services should choose a sleek sanserif font such as Helvetica, Lato, of Futura, or a classic serif font like Garamond, Palatino, or Baskerville, over a gimmicky font. In other words, make sure the font matches the type of product or service you’re offering and the perception you wish to present to the public. Lastly, never, under any circumstances use Comic Sans in your logo. Period.

4. Be Unique
You need your business to stand out from the competition, so what would you settle on a logo that looks familiar? Before you get to work on a logo design, do your research and check out your competition. Do you see similar patterns and themes presented on their logos? If so, go 180 degrees in another direction. While it may seem like a good idea to look like part of an industry, a logo that resembles similar businesses can get lost in the shuffle, especially when going up against a larger, more established company. Simply put, be willing to go against the grain.

5. Pay Attention To Color
Research has shown that you are already forming an emotional response about a brand once your brain recognizes the logo’s color a split second before you recognize the name of the brand. Choose a color that best represents your business and the emotional response you want to convey. For instance, blue represents to sky and sea, as well as freedom, imagination, and open spaces, while a bright yellow represents freshness, happiness, and positivity. For your logo, settle on no more than 3 colors, including black, and keep them consistent. Don’t vary. If you choose green, use the exact same shade of green for all of your logo’s uses.

Bonus Tip. Get Help
If you’re a financial planner, you know how to help families plan for the future. If you’re a builder, you know how to craft the home of someone’s dreams. Focus on what you’re passionate about and seek out a graphic designer for help designing your logo. PMG Marketing’s graphics team can design a logo for your business at a reasonable cost. Contact PMG Marketing General Manager Loyd McIntosh at 783.1089 to get started.

Eat Bare Naked

Some of the products created by Linda Croley and her staff at Bare Naked Noodles.

PMG Marketing would like to encourage everyone to eat bare naked – Bare Naked Noodles that is.

Bare Naked Noodles, Birmingham’s only maker and retail seller of fresh, homemade pasta and sauces, celebrated the grand opening of its new retail shop on Highway 280. Located at 5511 Highway 280, Suite 109, Birmingham, AL 35242, Bare Naked Noodles is owned and operated by Linda Croley, an independent business owner with an interesting background.

In 2015, Linda retired from the world of financial advisement after 15 years with Wells Fargo. She had already launched Bare Naked Noodles a year earlier as a side hustle but decided the time was right to make her new small business a priority. A native of Long Island, New York, Linda learned all about making pasta from her Italian grandmother and had a desire to share this culinary art with her adopted hometown, Birmingham, Alabama. “I Grew up at the knee of my Italian grandmother and she taught me everything she knew about pasta making,” Linda said. “When I retired in 2015 I decided to pursue my passion for making pasta.”

She initially set up shop in a commercial kitchen at the Chef’s Workshop, eventually earning a spot at Pepper Place. There, she was able to connect with local farmers, chefs, and other advocates passionate about fresh, healthy, locally produced food. “That changed my whole world because I was able to demo the pasta and the sauces to tons of people and get their feedback,” Linda said. “I started using ingredients from the farmers at the market and I use as much locally grown items as I possibly can.”

As for the name Bare Naked Noodles, well, it was dreamed up in the best way possible – over a few glasses of vino. “I was sharing a bottle of wine with some friends and we started talking about what to name my company,” Linda explains. “One of my friends came up with the name Bare Naked Noodles because my pasta is so good it doesn’t need to get dressed.”

PMG Marketing is excited to be working with Linda and helping her grow this cool and vibrant business in our community.


Do Celebrity Endorsements Work?

By Loyd McIntosh

The Chicago Tribune published a story recently regarding the rush by companies every four years to throw wads of cash at Olympic athletes. Call me cynical, but I can’t think of a single time I’ve ever purchased a product based on a celebrity endorsement. At least not solely on a celebrity endorsement. Seriously, though, perhaps I’m just cynical, but I’ve never been a big fan of celebrity endorsements. You’re always one mugshot, failed drug test, or false police report away from a PR disaster. Ryan Lochte anyone?

Regardless, many companies swear by them, even if the psychology and expert opinion on them is murky at best. While the general consensus in the Tribune article suggests celebrity endorsements can be successful to a point, this article from a 2011 issue of Forbes suggests if your products or service is strong, save your money. (Frankly, this is my opinion as well). Still, when they go well, (watch the Wheaties ad above for an example), it’s hard to argue against, although I’m not sure I’ve bought a box of Wheaties in at least 20 years.

What do you think? Do celebrity endorsements work? Have you ever purchased a product or service based on a celebrity endorsement? Let us know your thoughts.