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.