Building a brand requires a lot of patience and hard work. You need to have a good product or service. You need to build trust among your clients; you need to advertise well so that people are able to recall your product or service etc. Along with this it is also important to have a logo which people can relate to. For example, the M of McDonalds can be recognized easily by everyone. A few points regarding logos and building brands is given below:
- First look, first impression- the logo is the first thing a potential customer sees. How long does a business get to make a good first impression? A few seconds at best. The logo can grab eyeballs from the get-go. It’s sad but true that consumers make snap judgements based on very little input. A well-designed logo will help make the first impression a great impression.
- Speaks to core values- when a client looks at a logo they also see a reflection of the core values of the company. The logo speaks to the essence of what the company stands for. It thus serves as a necessary representation of every business, large or small.
- Tells people exactly what’s being sold- if the logo is clear-cut, for example, a pile of books for a rare book brand, or an ice cream cone for a dairy farm product, then there’s instant connection without too much searching. This further helps in understanding the enterprise.
- Creates excitement- an exciting logo, with colour and well thought out design creates a buzz for the product. It piques the interest of the potential customer, and makes them look forward to whatever is on offer. A great logo is perfect for a teaser advertisement campaign, thereby creating a clamour for the brand, even before it’s on the market.
- Good advertising- a logo lends itself seamlessly to every bit of product- packaging, social media campaign, business card, website information, standees, billboards and brochures. Every time a customer sees the logo, the company and the brand generate advertising for itself. That makes it a good idea again.
- Makes for a legacy- think about all the logos a customer can instantly recall. A hamburger chain, an ice cream known for its number of flavours, an e-commerce giant with an all-encompassing logo? Some logos are part of a client’s childhood and growing up years. When they see a logo they can identify with, it becomes part of their life and purchases. Not just purchases, the logo becomes part of their daily life. A logo creates memories of happy times and occasions.
- Brand can stand out- there are very few niche businesses and more multiple players for one area. How does a brand stand out? Great product quality and service helps, but also a beautiful logo. Whether people remember the brand or not, they will often remember the logo that accompanied the brand. This is especially true when a brand has many competitors in the sphere of business it is also a player at. A great logo helps the brand stand out.
- Design opportunities- a logo is not always cast in stone. It does go through design changes and tweaks to reflect a change in time and perspective. The legacy remains unless it’s a complete change from the previous logo. What’s more, the company gets to appear as modern and staying with the times.
Apart from all this, logos increase trust factor with colour and font choices, demonstrates consistency and are reflective of a brand’s professional approach to enterprise.
Points to consider while creating a logo design
- Write it all down first- it’s important to write down your ideas first. There’s a reason why the old-fashioned notion of taking notes is still prevalent. Paper gives you the freedom to explore even the most preliminary ideas without restraint. Start with thinking out the logo and then start drawing. It’s important to try more than one option. You will do so, anyway. The thing with drawing your logo out is how many ideas it can generate. Each idea will give you even more food for thought.
- Keep your audience middle and centre- there’s no designing of a logo without a clear picture of what the audience you’re designing for, wants. For example, go with serious fonts for a senior audience. For children, keep it light- a lot of bright colours and playful fonts. If you want your logo to connect with people, you need to put yourself in their shoes.
- Stand out- a logo is a logo, at the end of the day. But that doesn’t mean that you don’t do more with it, isn’t it? Your logo has to make a strong statement, it needs to stand for something. It needs to, in many ways, capture the imagination of the audience. For that, you need to do more than just design a logo- you need to make a stand-out logo. It has to hold its own amidst all the noise of other brands.
- Make it adaptable- the logo has to lend itself to a variety of things. Billboards, brochures, visiting cards, office stationery. This means that the logo has to adapt itself to different situations. Keep that in mind when you work on your logo design.
- Don’t do too much- a design is striking when it is simple. Think of all the iconic logos you love and you’ll understand how valid this point is. A logo works best when it’s not cluttered with too many details and frills. When you crowd it with too many colours or every kind of font, the end effect is jarring and not worth remembering. So keep it simple, always.
- Colour wheel decisions- keep the company’s ethos in mind when you make your choices for colour. Often times, the colour defines the brand. The bright yellow of the burger chain, the red of the cola- every colour choice says something to the audience about what the brand means.
- Font choices- this is another essential detail. Get the font wrong and the whole effect is a mess. As a rule, don’t do more than two fonts and don’t choose fonts which are non-serious. It may create an impression that you’re not serious about the messaging of the brand. Use a logo maker and try out different fonts.
- Do your homework- it would be terrible if you put in all the work only to find out that someone already has that idea. So do your research and find out what’s out there when it comes to your brand and the niche that your product occupies. This way, you will not get into legal hassles about property rights and you’ll have an individualistic logo too.
Pros and cons of a professional logo design
A professional logo design comes backed with many years, even decades of experience. The team that handles a logo is well-versed in what the client wants and almost always delivers. There are other uses of a professional logo design. The office may extend more than just the logo design; it could give you suggestions on the way the market works and other things too. That can prove useful. The design that is created is slick, works at being original and offers endless opportunities for scale and movement. The professional logo design takes into account the multiple needs of the organisation and responds accordingly. It makes it easy for a company to work with the changing times in the business world. A professional logo design is mindful of a client’s requirements and is respectful of it. It’s wonderful to have someone who listens to inputs and creates, and listens to feedback and responds accordingly.
While the professional logo design has expertise and delivers on its commitment, it also costs a lot of money. These designs don’t come cheap! Especially if you’re going for one of the bigger players in the market. Chances are that you will choose someone with an impressive portfolio. That costs money. Sometimes, you might outsource this work. That costs money too. The middle man will get you in touch with the right design team, but you will need to pay for the service. If it’s a large firm, it’s okay. But what if you’re a small entrepreneur? A tiny start-up? The budget can be crushing, at best. And you may not always be able to hire a professional logo design.
If you’re on a strict timeline, that could be a problem too. Professional logo design companies have many clients, and if you’re not as big as they are, then your work could get pushed by a few days or weeks. You will have to keep that in mind. This also means that you may not have the best people working on your logo. Could this affect the quality of work? It remains to be seen. But it could have that effect.
You should also be prepared for the many email exchanges and discussions that will take place before the final design is agreed upon. It can be a long-drawn process. You might need to put a person in charge of this, or handle it yourself. Either way, it’s a lot of work. When you’re occupied with things, it can mean time off from your other work. Perhaps the professional logo design agency may charge you for iterations. Either way, it could work out as an expensive proposition.
There’s also an element of the impersonal when the work is done by someone else. They may look at generic colours and designs that fit a general pattern, but that may not always work for you. How do you explain your work ethic and what you truly want your logo to convey? Could this mean that you should work on the logo in-house? Perhaps, and use online resources such as a logo creator to help you out.
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