What your Logo Says About You
Your logo introduces your business, and we all know first impressions are important. In the same way that we make judgements about other people within the first few seconds, you can bet that potential clients are forming an opinion of your business in the same timeframe. Many small businesses underestimate the importance of professional branding, but an ineffective logo can turn customers away before they even meet with you to discuss their needs.
This is why it is hugely important to get your logo right. After all, a logo is the foundation for all your business’ advertising; it will appear on your website, business cards, letterheads, and your marketing material. A good logo will enhance and build your business, rather than detract from it.
So what does a good logo look like? Well, naturally it depends on your business and what will work best for you. However, in general an influential logo:
- is appropriate to the business it represents.
- becomes synonymous with / identifies your business and your values.
- is professional, memorable and individual (and casts your business in this same light too.)
- conveys your message effectively and reaches your target audience.
It should also be designed by a professional.
Why should I have my business logo professionally designed?
It is very tempting for small businesses or start-ups to choose to buy a cheap or generic logo, rather than investing in one professionally designed to fit their needs. It’s our opinion that there really isn’t a choice between the two—a professional design is always better for business, and a ‘cheap’ logo will cost you more in the long-term.
With logos you get what you pay for, and cheap or generic logos look cheap and generic. If you want your business taken seriously, you need to invest in your public image. There is a strong correlation between the professionalism of your logo and the expectations of your potential client. If you look professional, you engender trust in your client. The opposite occurs when your logo looks like it was made by an amateur.
Furthermore, generic logos fly in the face of what a logo ought to be—unique and recognisable. Generic logos are usually designed to suit multiple purposes and businesses, which means you run the risk that your message will be lost or misunderstood, and/or that your target audience isn’t reached. Ultimately, if your logo is forgettable, the loss of future business could surpass the money you saved by going cheap.
Things to consider when having your logo professionally designed:
- What is your message? (This includes thinking about the values and personality you want to associate with your business.)
- Who is your target audience?
- How are you going to use your logo? (Who will see it and in what context? A logo can look very different on a business card than printed on a t-shirt.)
- Is there room to transform your logo? (Can you abbreviate it to a representative icon? Can it be animated for use with digital platforms?)
There are two bits of advice we can leave you with when it comes to getting your logo designed professionally:
Do your research
You know your business best, so you’ll have a fairly good idea of what you want in a logo. Do your homework and find some logo samples that you like. Show them to your designer so that you’re both on the same page when it comes to the feel and style you’re after. It’s even worthwhile writing down answers to the above questions, so that you can give your designer a clear idea of what you want.
Trust the professional
Graphic designers have spent a lot of time studying their craft and they have experience with branding, so trust their opinions. They know how to make an effective logo that will make your business stand out.
Have more questions? Get in touch with us and we’ll be happy to talk to you further about graphic design, professional branding, and any other queries you might have.