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Effective logos require planning and focus
By Sandi Knabenbauer, Owner/Designer
May 1, 2006
Do you realize that your logo is the primary focus of all your marketing strategies? It appears in every ad you publish, on all your business documents and forms, and is branded through that repetition within the minds of everyone your company touches. How your target audience "sees" you is how they will respond to your products and services. Your logo is the encapsulated visual of "who you are" and "what you represent". As such, the effort and care you take in deciding it's design can impact it's effect on your success.

Take a moment and think about your favorite car, sports team, restaurant, bank, computer brand, clothing line, or junk food. Can you imagine their logo without seeing them? More than likely you can. If you can't, is it because it's too complex, not relevant to the business or the wrong color combinations?

Do you know the difference or how to graphically convey the best in your company so that your audience will remember you at a glance? By hiring a trained professional to help you envision the elements of your logo and how they will work best for your company you will save time and money in the long run.

What elements actually make an effective logo and why is it important?Your logo should represent you, make your company recognizable at a glance. It if doesn't, it may not be effective. Good marketing depends on repetition, which creates branding. Your logo is the single most used item in all your marketing strategies so it should be created with careful planning and much thought.

Here are five things to consider when creating your new, effective logo.

Think Simple!
When your logo is short and sweet it solves a bunch of other issues critical to effective branding of your company. Although many established companies may have ornate and complex logos, in today's world, with the constant barrage of information, we remember best what is sleek and visually discernable.
Think Versatile
Will your logo be clear at any size or in any color combination? Some logos look great at 4" X 4" but what happens when they are reduced for a business card? Will the details of the lines or text run together? Will your logo look just as crisp in a black and white newspaper ad as it will in a full color magazine ad or on your website? Printing your logo in full color may look fabulous but what if the printing costs are significantly less or the publication requires only two colors?
What are your comments or suggestions?
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