Logos: those wonderful images that represent companies all around us. Some are downright incredible while some fall flat, but for better or worse, they play a major part in how we might look at (or away) from brands.
It's important to know exactly what your logo is and isn't before you hire a designer to create one. Here's a short review:
What a Logo Is:
A graphic symbol for a company, cause or personal brand.
It might include the name of the business but doesn’t always. When we think of Apple products for instance, we usually picture that subtly bitten apple without the name.
Logos might also come in type or font based solutions. Companies like Toys r’ Us and Coca-Cola built their brands around logotypes, or wordmarks.
The face of your business.
It’s an exciting impression that can plant the seed for credibility and delight. It's like that first handshake that sets the tone for a conversation.
A chance to build trust with potential customers.
There’s definitely a lot that goes into maintaining trust and credibility as a business. But a poorly done logo can skew how people perceive you and the value you hope to offer.
What a Logo Is Not:
Not a mélange of all your favorite things.
Favorite colors, fonts or a photo you fell in love with, should only be considered if they make sense. If your favorite color is green for instance, and you happen to be rebranding your landscaping business, go for it. Although in this scenario, the rogue in me would urge you to pick a different color to help you stand out, as I’m sure landscaping logos are a field of green. Just saying...
Not a final paper.
Realizing you don’t have much time to capture your potential customers’ attention, you ask your designer to represent all your business has to offer with one image. But trying to say too much in a single instance will only confuse people when you should be compelling them.
Logos should be simple and strong, showcasing one solid concept.
Not something you can whip up over the weekend.
Logos take time, consideration—and at the very least—careful handling by a design professional you admire and trust.
Remember, if you believe in your brand, it deserves TLC from day one. And that starts with knowing exactly what your logo can and can't do.