The importance of logo design and the associated brand values is often overlooked but is as important as a good handshake and retaining eye contact in a business meeting.
When meeting potential clients and business associates you always want to make a good first impression. You should place the same level of importance on considering and designing your logo. Your logo in effect communicates to your marketplace when you are not there in person to do it yourself.
Considerations when designing your logo should include the following:
1. It should clearly communicate how you or your product performs in its chosen marketplace.
These are your brand values. If you are traditional in the way you work then it should reflect this. If you are a cutting edge venture then your logo should be sharp and contemporary.
2. It should be simple and impactful.
Bear in mind that your logo will appear across a broad range of marketing materials and have to be reproduced in different environments. Your logo will be smaller than a thumbnail on a business card and yet could appear as large as a refrigerator on a billboard advertisement. Small or large it should communicate consistently.
3. It should not date.
If possible steer clear of transient design trends, Web 2.0 and bevels and drop shadows, which can cause headaches when applying your logo on and offline. Consider how your logo would be in black and white and would it be just as engaging as its full colour parent.
4. Use foresight.
Your company may plan to adapt or be forced to adapt in the future so don't allow your brand to close a door to future business opportunities. You may be a small size photography studio now appealing to similar size clients but in five years time you may be or may wish to compete with bigger agencies and your brand should, if possible suit both environments. Also do consider how any icon (or element of) or styling could be rolled out as a design feature across a forthcoming website and sales and marketing materials.
5. It's not just for you.
Of course you have to happy with your logo and it should give you confidence in promoting your business appropriately, however it is your customers and target market it has to engage the most.
If you would like to discuss your brand with us please do not hesitate to contact us.
http://www.logolaureate.com/contact.html
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