Is Your Logo as Good as it Could Be?
Have you ever been in a relationship that was totally fine – and at the same time – not going anywhere? Breaking up with a ho-hum logo can be just as difficult as dumping that so-so “significant other.” Who am I going to watch TV with? What logo will I use if not this one? Will I be able to cover the entire rent? Will my new logo really be that much better? Who will get to be friends with Tanya? Who will create my new logo?
The issue with settling for a ‘meh’ logo or partner is that neither is getting you anywhere. To attract and retain customers, your business needs a very strong brand. And the cornerstone of that brand is your logo.
“Tell me more about logos and branding,” you say.
Branding is the process involved in creating a unique name and image for a product or service, mainly through a logo and advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
Let me boil that down:
Great branding makes people want to give you their money.
Got your attention now? Let’s think strategically about your current brand, starting with your logo, to determine whether it fully serves your business. No logo? You may find the following questions very useful as you prepare to create one (or hire someone like me to create one for you.)
5 Questions to Ask Yourself
- Are you proud of your logo?
- What do you like about your logo?
- If your business were a person, how would you describe them?
- Does your logo reveal or speak to some aspect of your personality or the personality of your business (wacky, sophisticated, meticulous)?
- What emotions do you want your logo and business to evoke? (For example, a spa may want to convey relaxation and wellness.)
tip Avoid these 7 costly logo mistakes.
What Great Logos Have in Common:
- Well-chosen, distinct typography (avoid popular fonts like Trajan Pro, Papyrus, Cambria)
- Interesting use of colors
- Good visual composition (do the elements look like they belong?)
- A representation of your or your business’s personality (wacky, sophisticated, meticulous)
- Readable at small sizes and easily reproducible (defined shapes, no busy textures or gradients)
Here are some of my favorite logos – including a few of my own designs!
Just one other small thing
A great logo shows you really understand your consumers and aren’t just trying to “look cool.” Show your logo (finished or a working draft) to someone who knows very little about your business. Does the logo mean anything to him/her? Do they ‘get’ it? How much do you have to explain your logo for them to understand what you are trying to achieve?
Hint: you should not have to explain a logo… at all!
So How Does Your Logo Fare?
It's hard to market an unfocused brand.
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