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A professional, well-designed logo builds trust. A logo design is a combination of visual imagery and text to tell people the name of the company and create a symbol to represent a business. Remember that our society is visual and imagery has a symbolic association within people’s memory.
Real big companies do not even need to write their names into their logos – their image is so familiar that people recognise that those symbols represent them. Think of McDonald’s, Apple, Microsoft, Coca Cola, Nike, and so on.
Your small growing business needs trust and recognition. There are critical aspects that need to be considered. Therefore, a well-designed logo will be an important part of it.
What Should You Include in Your Logo Design?
The text is super clear and readable as part of your logo.
The name of your small business must be clear and easy to read at a distance. Remember your brand design will appear in car signages, buildings, and posters, as well as on business cards and letterheads. Communication of your brand’s values needs to be absolutely clear.
The design must be consistent.
The communication of the logo design to your potential customers needs to be consistent with your values. In other words, communication with your potential customers through the logo needs to be easily guided by the design.
Different versions of the same logo representing your brand will be used in different places to help uplevel your brand looking consistent across all platforms and media. Consistency is essential in this visual/textual design because it is so closely related to the brand structure you are building.
A simple palette of three colours.
As mentioned before, your primary logo design will be used on the website header, marketing material and business cards. But other versions, such as secondary logos, sub marks, brand elements and icons, will normally appear on all kinds of screens, letterheads, banners, car signages, shop signages, packaging, newspaper ads, websites, mobile ads, and list goes on as alternatives are only limited by imagination.
Logo usage guidelines.
Their colour, content, illustrations and details will look different in all those vehicles as they all use different printing techniques. That is why it is recommended to use a simple palette of three or four main solid colours rather than gradients, as they will keep the chosen colours in the manufacturing process.
When designing your brand’s icons and images, understand the end use of the product you are designing. Printing professionals will be able to guide you if necessary so that the final products are consistent and professional.
Be visual and memorable.
You might be thinking about how you could add something memorable to your logo design. It seems all good ideas are already taken.
A great tip to find what is valuable about your brand is to ask your clients. What do they value about your product or service? Ask them. Investigate the benefits your product offers them. And use them in your marketing messages.
You will find out that not all good ideas are taken. Your product or service can be still unique and impact your customers. Logo designs are a great tool in this process.
For instance, you can use a memorable benefit your customers receive, an interesting text or an illustrated icon alongside the text as part of the logo. Ideas are infinite, but originality is crucial.
So Many Ideas, How Do I Choose the Right Logo?
There are many logo ideas to choose from. An important question to answer precisely is that the logo must be suitable for you. Bigger companies like Coca-Cola can rely on using just a logotype as their brands are famous, but smaller companies should use a logo mark while building their brand.
Your logo mark can be an abstract mark or text that suits your brand. Or a solidly defined illustration. It depends on the personality of your brand and the message you wish to convey.
A logo that matches your brand.
As a general rule, we advise using a simple design that viewers find appealing. But simplicity does not mean your logo will be an ordinary logo. Instead, it will have the power to generate interest from the viewers.
Think of the logo from FedEx. It is simple and transmits security. The typography used has the F and the E in the same space and an arrow between the E and the x, which connotes precision, speed and direction.
A logo with a good history. Stylish, relevant to the fundamental values FedEx wishes to communicate to potential customers.
How Do You Get The Best Logo For Your Small Business?
You don’t need to spend thousands on logo design. A good designer will need to talk to you and get to know your objective to be able to provide excellent options that will improve your brand and help you develop your business in the market. One thing to remember is that your logo should be simple and ensure a unique design to convey your brand message with colours and fonts strategically placed to impress your audience.
Are you ready to create Something Spectacular?
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Editor’s Note: This post was originally published in April 2019 and has been completely revamped and updated for accuracy and comprehensiveness.