The bottom line – your logo is one of the most important aspects of your business branding
As a critical aspect of business marketing; a logo is your company’s major graphical representation. Not only is it a vital way of communicating but it secures your company’s brand and in a competitive world a strong logo helps your business to stand out and differentiates you from your competitors. It also provides a face for your company that help consumers to remember you.
For this reason a well-designed logo is an essential part of any company’s overall marketing strategy.
This should be the face of your company. They are graphical displays of your company’s unique identity, and through fonts, images and colours they provide essential information about your company that allows customers to identify with your brand. They also provide a quick reference to your company in advertising and marketing material.
A great logo should be individual and clear to potential customers. There may countless choices for the visual elements and typography, but for its primary purpose, it should convey some information about your company or be designed in such a way that provides a sense of meaning about your company.
It’s your main visual component of your company’s overall brand identity. It is likely to appear on marketing material, stationary, websites, business cards, adverts etc. Therefore a well-designed logo can contribute towards your company’s success. It should fit in with other aspects of your company’s visual presentation: no logo, however brilliantly designed, can look great when it is surrounded by conflicting or inconsistent graphical elements. This is why it’s the basic foundation of a larger brand identity which includes company fonts, colours and design guidelines.
Return on Investment
As consumers grow to know, like and trust your brand, they are more likely to respond positively to successive encounters with a logo. This in turn can lead to increased sales or positive influence within your target market. Also a well-designed logo implies professionalism and competence that could influence new clients towards selecting your company against a competitor.
Small businesses often do not invest enough in their logo, underestimate it’s significant and pay insufficient attention to it’s correct size and positioning; surrounding them with materials such as clipart – that compete with them visually and undermine its message and purpose.
Another mistake is re-creating different types for specific uses (such as on letterheads and business cards) or having similar but not exact versions for print and online purposes.