Consumers everywhere are familiar with a slew of logos. The Nike swoosh, the Starbucks mermaid and the wave beneath the words “Coca-Cola” all immediately inform people about the products they represent. No one can mistake a pair of Nike sneakers for a pair made by Adidas, and it’s the swoosh design that makes this possible.
No matter what they sell, most companies have a logo. Whether it’s a law firm or a landscaping company, each business can benefit from using an original, customized logo. However, if you’re unfamiliar with what makes a good logo, then it’s difficult to know where to start. You might even wonder if your organization needs a logo.
While you may be tempted to dismiss logos, there are reliable reasons for adopting them. Studies show that approximately 40 percent of the population do not remember things they hear or read as well as they do visual images. This means that more people are likely to recall a great logo than they are a tagline or even your company’s name. If you want your brand to stand out, then you need a fantastic logo.
Original Is Best
However, it’s important to understand that not just any logo will do. Consider the case of a lawn care company that wants a logo. They start out with ideas that involve trees and grass. On the surface, this doesn’t sound terrible. They are employing images that are related to the services they provide. The problem is that most of the lawn care companies in their area have similar logos. The trees and grass motif is so overused that it’s difficult for consumers to recognize a particular logo or associate it with a certain lawn care service provider.
That’s why originality is key when it comes to logos. The Nike swoosh isn’t a depiction of tennis shoes any more than Apple’s apple logo is a representation of a computer. The theory is that your logo doesn’t have to be a spot-on description of the product or service that your company provides. In fact, it is far better if your design isn’t a generic representation, but instead a symbol that is uniquely associated with you and your products or services.
Many logos also feature text. This could be a short tagline or the name of your company. While this text portion of your logo must be legible, it can be in nearly any font you like. Nonetheless, you’ll need to carefully weigh what the font conveys. A company that makes toys for children can choose something playful, but a law firm needs to convey a certain air of seriousness and professionalism. Literally millions of font possibilities exist, which makes it easy to find the right style for any project. Ask your logo designer about using one of these popular urban fonts.
Color is another important consideration. Studies show that certain hues evoke particular emotions. For instance, you might choose yellow if you want to convey happiness or blue if you would prefer to demonstrate stability. Red is considered energizing while green is viewed as compassionate and playful. Choose color carefully, and your logo will be a good representation of your brand.
Above all, when you choose a logo, look for a design that best represents what you want to convey about your company. Do you want customers to view your brand as the authority in the industry or as a trusted family friend? By considering this as well as the image, font and color in your logo, you’ll be well on your way to creating a memorable brand.