Nike only paid US$35 for its iconic logo. Twitter paid US$15, and the biggest beverage industry, Coca-Cola paid a grand total of US$0 for what would become one of the most popular images of our generation. To design the perfect logo for your business, money is not the answer. It’s the time, energy, and creativity you put into it that really makes the difference.
Here’s the truth: behind any effective branding is a great company logo. Whether it’s on your website, a business card, or even on a tablecloth at your event, it will draw your customer in. It is your chance to stand out from the crowd and leave your mark every step of the way – from making good impressions to instilling customer loyalty.
People make snap judgments
You have less than a second to make a first impression, reveals this study. 100 milliseconds, to be exact. Within that fleeting moment, people have already made judgments about likeability, attractiveness, trustworthiness, and competence just by looking at the person’s face. In this case, that face is your business logo.
It’s your company in a nutshell
Logos represent your brand, meaning they signify the promises, benefits, and advantages that your company stands for. Think of it this way: it’s your whole business in a nutshell.
They act as marketing anchors
Every effective branding starts with a good logo. Once you have it, you have a useful anchor point for the various colours, fonts, and design schemes for your other marketing materials.
They show, not tell
Logos are artistic by nature. They’re a product of someone’s technical resourcefulness and visual creativity. A textual logo is not just a text, per se; it’s a story and a graphic illustration at once. A good logo doesn’t just ‘say’ your company’s information – it shows it, in a more compelling and powerful way than any simple text can.
They’re an implication of sorts
Let’s be honest. As far as first impressions go, logos don’t really reveal so much as they imply. A logo that was well designed and thoughtfully done suggests professionalism, trustworthiness, and reliability. In the same vein, a substandard logo can imply amateurishness, inexperience, and overall incompetence.
The pleasant memento
As clients continue to know, appreciate, and trust your brand, they are more likely to respond positively to the consecutive encounters with your logo. The result: sustained loyalty, increased sales, and more mind share within the target market. More importantly, it can attract potential customers who’ve associated your logo with good service and performance.
THE BOTTOM LINE
A logo is not an afterthought in your branding efforts. It’s an investment that calls for 100% of your attention. To be truly aligned with your goals, it must cohere well with other aspects of your company’s visual representation. Inconsistencies, such as contradictory graphic elements and misleading colour palette can lead to inconsistent branding.
Work with a good graphic designer who understands and can rearticulate your vision. Once you achieve the final product the way you want it, make sure it’s seen. Place it everywhere: website, business cards, social media accounts, promotional materials, billboards, and even the standees in trade shows.
With your newly designed logo, you’ve reached the next half of the battle: making it appear front and centre.