Why a good Logo is so Important to your Company

These days a logo is essential for even the smallest of businesses. For those who still disagree with a logo’s importance, below are some reasons why a logo can be one of the best investments your business will make.

First Impressions

A logo is often the first part of a company that customers come into contact with. It is therefore an important tool for giving customers their first impressions of a business.

To Establish a Brand

You want to be the company in your industry that stands out. You should aspire to be the company that your customer always thinks of first when they need the products and services that you provide. You don’t only want new customers but you also want to retain your existing customers over time. A great logo can position your company within your customer’s minds and make your company the one that they instantly associate with a specific product or service. This is a great way to enhance your credibility and brand reputation over time.

Also bear in mind that some people are visually orientated and ‘brand orientated’. Customers buying decisions are often irrational in that they are emotional in their choices rather than weighing up and comparing the true value of goods and services on offer. An appropriate logo design is able to target this kind or consumer effectively.

Professionalism

A logo conveys the idea to viewers that you are serious and professional in the way that you do business. The right logo lets your customers know that you are stable, reliable and successful and helps to build trust with them over time.

To Look Bigger and Better than you really are

A professional looking logo design combined with other clever marketing efforts can make a company with two employees seem more like a company with twenty employees. Done properly a logo design can also make you look well established even if you just opened your doors for business yesterday.

Company Identity

Give your business a personality that lets customers immediately know who you are and what your attitude to business is all about.

Differentiate yourself from your Competitors

Use your logo to make your company stand out in your industry. Let customers know why you are unique and how your products and services differ from your competitors.

Characteristics of a Quality Company Logo

Below are some of the characteristics that make a great logo. You should give some thought to each aspect when briefing your logo designer.

Relevancy

A great corporate Logo should be relevant to what the business does. While it can be a little abstract it should clearly identify the business that the company is in.

Distinct and Memorable

A great logo catches the eye and engages the viewer. A logo should demand attention and appeal to viewers to take a second look.

Simplicity

Keep it clean, clear and simple. Trying to be clever or humorous with the design or wording can work well for certain businesses but you should be careful that the logo can still be easily understood.

Timeless

A good logo should be a classic design that will never go out of fashion. Redesigning a logo (link to - Logo Redesign - Updating a Company Logo) usually means that you lose some or all of the brand awareness that you have built up over many years with your existing logo.

Uniqueness

Your logo should be unique to your company and should not attempt to imitate competitors. While you can gain inspiration by looking at other companies logos it is a mistake to try to imitate then too closely as customers may immediately think of your competitors when they look at your logo. Borrowing ideas from the logos of companies in other industries is better than borrowing ideas from competitors within your own industry.

Functional

A logo should be functional. It should be able to be easily integrated into all marketing materials and advertising campaigns.

Scalable

The logos size should be able to be reduced to a size suitable for a business card or pen yet should also be able to be enlarged to a size appropriate for a vehicle or advertising billboard.

Follow the Principals of Good Design

A logo should follow the principles of good design to make it pleasing on the eye. Good designers know how to balance color, space and shape in this respect. A logo is the sum of its parts and good designers take into account how the parts interact together to form the whole.