The marketplace is flooded with logos - repeated in television commercials, on trucks that pass us by; on packaging and signs in the supermarket; and on stationery and flyers. The list is endless. It is essential, therefore, for a logo to make a strong impact; to create in the minds of prospective customers the perception that there is no other product on the market quite like your product.
In my opinion, a strong logo is one of the main components - if not the main component - of your business’s graphic identity. Essentially, your logo is the most prominent part of your business as it appears on every piece of your business’s collateral. A professionally designed logo conveys stability, professionalism and establishment. It demonstrates your pride in your own business. A business without professional branding and a professionally designed logo seems amateurish and leaves others wondering about your company’s commitment to the business and most of all the quality of your products and services.
Developing a quality logo is not a simple task. Imagine trying to summarize all of your personal characteristics, interests and hobbies into one sentence that describes who you are as a person. It would require a good bit of soul searching, introspection, and prioritizing, wouldn't it?
Well, the same is required of your company when you create a logo. Your agency can make the process run smoothly by asking the right questions, but be prepared to commit the time and resources necessary to produce a quality result. Work with your agency to figure out what makes sense for your budget and your situation. For those who are wondering, to give a ballpark estimate, allocating 5 - 10% of your overall marcom budget (= marketing communications budget) to corporate identity is not uncommon.
Whatever you do with your logo, make sure that it represents what you and your business stand for. It’s worth the investment to have a classy, professional look for your company. A logo that proclaims to the world: "This is a quality company. We care about what we do. You can trust us."
Below are my top 10 tips in creating a powerful logo:
- If you are using a brand icon as part of your logo - keep it simple and strong
- Make sure that your logo is aesthetically appealing, original, and easily remembered
- Make the look and feel consistent with your business’s image
- Create a logo that is adaptable to black and white as well as colour
- Ensure consistency of your corporate identity by designing a style guide
- Don’t use a design fad, choose something that is timeless and long lasting
- Use a prominent tag line (sometimes this is remembered better than the logo)
- Remember that no one brand can possibly have universal appeal
- Make sure that your logo is still readable when you shrink it to a smaller size
- Don’t do it yourself - invest in a branding expert
