A logo is a symbol used by a group, an organisation or individual to represent itself visually.
The first thing any new business creates is a logo. This small design speaks instantly and represents the character, personality, aims and products of a company.
Non-verbal communication accounts for 65% of our daily communication experiences (road signs, codes, sign language etc.). The logo os one of businesses’ most powerful devices. An effective logo design grabs attention, expresses a message, stimulates interest, pushes a product and provokes a response.
A successful logo is designed and implemented to establish immediate, credible recognition for the business, expresses the business character or attitude, conveys the business as an expert or leader in it’s field, symbolises the line of business, is so memorable it becomes a unique identifier that is synonymous with the business and it becomes an endorsement of that product, organisation or service. It is important to understand that logos are not decoration, they define the company and personality and are really at the heart of marketing communications. They can be a very powerful tool.
A well designed logo is many things-
- both informative and a persuader
- a unique mark for the company
- an embodiment of the essence of the company
- a visual interpretation of the company’s business nature, character, attitude, quality and even it’s products and price point.
- has longevity.
What makes a good logo?
A strong logo has a few distinctive characteristics. Some of these are:-
A good logo has impact.
A good logo has immediate impact. It should be definite and not wishy washy. Not necessarily bold but refined to have enough style to make an impression, as well as a certain attention value.
A good logo is appealing
The logo should be aesthetically pleasing and convey a style (via typefaces, colours & shapes) that is appealing to its target market.
A good logo is distinctive
A logo needs a distinctive character to distinguish it from others and particularly its competition. The logo should reflect the uniqueness of what it is about you or what you are offering.
A good logo creates a positive image
Obviously, you don’t want to convey a negative image or even something neutral. A good logo should please the viewer and arouse some sort of response.
A good logo is understandable
A good logo should not be confusing or puzzling. If an abstract symbol is used the accompanying type needs to be clear and concise. It is also important to consider if the logo is to be used internationally and does not utilise symbols or colours that are unacceptable in all cultures.
A good logo represents you or your business
A good logo should be compatible with the nature of your business or area of interest. Logos can symbolically incorporate the subject of the product or service.
A good logo is simple
Most of the strongest logos are the simplest. Trying to say to much in a logo can cause confusion. Remember the K.I.S.S. theory!
A good logo is easily implemented
There are a number of applications a logo may be assigned to. Does the logo reproduce well in black and white-suitable for copying and faxing? Is it’s colour use economical for printing? Can it be easily transferred to signage and onto various materials such as on uniforms?
A good logo has longevity
Will the logo be durable or will it be outdated in a couple of years. A logo will have a short life span if it is created embracing current trends. Logos may still need to change over time, as a brand changes, merges and shifts.
A good logo is one you are proud of
Do you like your logo? Are you confident and proud to present your business card in various situations? If you would like to update your logo and have us create you a logo, please contact us today.
Note- a logo should NOT be a direct reflection of you or your personality and your likes and dislikes unless the logo is for you! For example, your love of punk and the colour pink will not beneficially or appropriately represent your insurance business.