Your Logo: Your Most Important Strategic Marketing Effort

A logo is quite possibly the most important strategic marketing asset a company can have. In addition to the obvious benefit of creating brand recognition, a well-designed logo can also communicate subliminal benefits about a company. First instance, logos can inspire people, it can instill trust and admiration or express product or service superiority.

What some business owners don’t realize, however, is that a logo should not just express what a company “does” but it should represent who a company “is”. In this sense a logo should be used as an asset just like any product or service provided to the public. In this way a company is marketing their “logo”, which then helps to sell the products and services associated with it.

Given this information it may seem like creating your own logo is far too complex but the reality is that a well-designed logo doesn’t have to be an impossible dream.

Below are a few tips that can be utilized to help you create a successful marketing logo brand:

  1. Don’t be wowed by trendy or creative graphics. Avoid letting these trend-setting ideas permeate your brand identity. There is a reason why these ideas are called “trends” as they typically tend to be short-lived. A year or two from now, when the popular trend is long buried, your brand will appear old and “yesterday”.
  2. Once you have a logo, stick to it. While it may be tempting to change your logo every time a new idea comes into your head, this can be counterproductive. First, building a brand name takes time and effort that hopefully builds a return when customers see your brand and purchase your products or services as a result. Changing your logo is like changing your brand, and it’s like starting from square one. Second, customers may see your constant logo changes as a lack of stability.
  3. Something that looks awesome on your computer screen may not look so great elsewhere. Always keep in mind that your logo will potentially be used in many different places. For instance while a bright multi-coloured logo with lots of detail may look wonderful on your website, when converted to black and white for a fax or stationary it potentially will not have the same visual appeal. In fact most often complex logos reprint very poorly in traditional settings so keep this in mind before you begin to design.

While the tips and ideas above have focused primarily on the graphic element of your logo, don’t forget about the message that must accompany it. Tag lines and other marketing text should easily integrate into the graphical elements of your logo for a clean, transitional look.

A good, successful company logo will express the company’s image so that it transcends merely one product or service. Unless you can foretell the future, most businesses will shift and change as they grow, making it imperative that their brand identity is able to shift and grow with them.

In general, your logo should embody the following key rules:

  • Fonts should be simple and easy to read.
  • Utilize simplistic graphics as attention-getting elements of the logo, but don’t throw too many into a small space, which implies chaos.
  • Find colours to fit the emotional feel of the company. For example, green works well for a peaceful look and feel, while red will express confidence and a go-getting attitude.
  • Use symbolic elements that portray simple ideas that are easy for customers to grasp and remember.