Effective
logos require planning and focus
.
By Sandi Knabenbauer,
Owner/Designer
May 1, 2006
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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. |
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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? |
• |
Think
Readable
It's
easy to get caught up in the look of fancy type faces but they
are often illegible, especially when reduced to business card
size. Use a font that has clean spacing between letters, and
strong strokes, particularly in the thinnest lines of the design.
Scripts are often challenging in this area so use a bolder version
when necessary for legibility. Also, avoid lengthy business
names if possible. The longer the name, the harder it is to
remember. |
• |
Think
Memorable
Your
logo should appear representative of your business. Too abstract?
People will miss the connection. Too complex? Yeah, it was that
design that was round with a bunch of "stuff" in it...you
know. Too much color? Looked great but I really can't remember
what it was. Simple, elegant, one color, short business name...
now you're talkin'! If you have trouble deciding if your logo
will be effective, remember those that stick in your mind and
ask yourself why you remember them. |
• |
Think
Professional
Sure,
maybe you or your secretary could draw something up with less
time and expense but, remember, your logo will be with you for
a long time. Once people start seeing it, they'll either start
associating it with your company or it will be easily forgettable.
If you believe that paying a professional service to custom
design your logo is too expensive, remember it's value to your
company. Cost isn't as important as results so look at the artist's
portfolio. You may not recognize any of their work specifically
as there are as many logos out there as there are businesses.
But if you find their work simple and attractive, easy to identify
and memorable, you probably have a qualified artist to work
with. |
One
more thing: Humor has it's place; so does elegance. Be sensitive
to your audience's feelings and expectations regarding your
industry and you'll go far in selecting the right look for your
logo. The professional you select relies on your input to correctly
identify the design elements he will incorporate into your logo.
Be definite and clear about what you do and let the professional
do the rest. It will be the best marketing purchase you ever
made.  |
 designer@folioflare.com |
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