Today’s society is a glance and go way of life. Businesses that can capture a customer’s attention with one glance and get them to commit that image to memory are the ones who make it. Think of everyday brands that you come in contact with, that you reference and people know exactly what you are talking about because the logo pops right into their head as you talk about them.
Companies like the famous Apple, McDonalds and Nike are just a few. If you aren’t getting the exposure you think you should be, perhaps your message isn’t sticking to the consumers out there and it is time to fix it. How do you stack up?
First thing is: Do you even have a logo? You know…the picture that sums up your business in one look? If you are just making business cards with your name on them, this could be why people don’t remember you. It is a proven fact that customers will latch onto one or two brands and be loyal to them. If you believe in your product, you want to be one of those companies that people are buying from. However, if you are a B2B company, your logo may not carry the same importance as a B2C relationship does.
If you have realized that you really have no logo, hire a designer to create it for you. Stock designs can get you into some trouble on occasion when you design your own. A logo designer has gone to significant schooling to know how to navigate the software needed to make a quality product and to appeal to your customers while meeting your needs. You have a multitude of options available to you via the Web, or you can look locally. Unless your neighborhood printer specializes in logo production, you might avoid that or you may be unhappy with the final product. Experience taught me that.
As you go meet with your designer, whether in person or on the internet, have a sheet of brainstorming available. Scan it into your computer and email it to the person you are working with so they have an idea of where you are coming from. This session should have the name of your business, key words to use in the design, sketches of graphics (even if you aren’t an artist), and some sort of final draft idea. If you really have no idea what you want, you can’t really blame the designer for doing what they think you want when you don’t like it. Be proactive and help them out.
It is our culture to fit in, to be trendy and follow the modern fashions. Logos should not become outdated in a year or two, they should stand up to the test of time. Think about what graphic will best tell your story, minimize the colors to two in the design, avoid clip art, and be relevant. Vector graphics translate better to posters for tradeshows and scale down to fit on business cards than jpg or bmp images do.
Be aware of that. Blues and purples radiate a calm feeling and reds and yellows are fresh and exciting for color usage. However, there will be times that it needs to translate to black and white as well, so check out how others will see it naked of any color. Does it still deliver a message? If not, maybe you need to revisit your design.
Be smart in the world of logo design. Just because you didn’t go to school for it doesn’t mean you shouldn’t know what to look for in a great symbol of what you stand for. Be simple, clean, and precise in your choice. No one should tell you it has to be full of confusion to be good.
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