Dozens of logos are instantly visible and recognizable — Nike’s “swoosh,” Google’s brightly colored orb and Apple’s eponymous fruit. Clearly, these symbols are widespread in American culture. Logos are tied to our culture of consumerism that makes business, and the choices among companies, a pervasive part of people’s lives. Clearly, logos are important for businesses on a nationwide scale. That’s why you must consider what your own logo says about your business and its brand. Logos are independently designed symbols that represent your entire company in one visual. They carry a lot of responsibility. Many business owners decide on a name for their company almost immediately but spend countless hours trying to develop a logo that encapsulates that name as well as the driving mission behind your business.
One of the most complicated aspects of choosing a logo or coming up with a concept is figuring out how to express your brand in one single thing. You want to encompass physical elements, ideas and intangible things that pertain to your business. You want the logo to express what your business sells and where it’s located, but also portray its values, mission, and impact on your customers. Many business owners grapple with the difficulty of encompassing all of these elements in one image without making it look cluttered and avoiding generic symbols.
Work with a pro on your logo
That, however, is exactly why it’s so important to hire a professional designer to help work on your logo. A great graphic designer turns those thoughts in your head into a reality. Designers understand what looks good, what catches people’s attention and what matches with your current aesthetic. However, a graphic designer also knows how to express complex thoughts in simple images. The design pro also works on how to fit in your logo with the rest of your brand because it’s crucial that everything stays cohesive.
Logos, as well as design in general, are experiencing a trend of minimalism right now. That trend is difficult to emulate without experience. Furthermore, you can then spend your time working on other aspects of your business that require your immediate attention rather than struggling to come up with a concept with your logo. Graphic designers provide you with several different options that you can choose from based on your preferences, rather than having to pick subpar something just because you are running out of time.
Overall, your logo is important because it’s part of a larger conversation about branding and the message your company sends to your customers. Branding is the process of creating an image and message for your company. The message becomes clear when customers automatically associate with it whenever they think of you and see your logo. The most nerve-wracking part is that your logo may become the first impression customers have of your company. Therefore, you want to make sure that your logo fully represents the message that you want to convey.
Beyond your logo
Your brand doesn’t stop at your logo. It includes your storefront (if you are a brick-and-mortar business), your employees and your communications with customers. Expand this concept further to your advertisements, your community involvement and many other factors that you build up to form the image that you want for your company. Your brand encompasses the entire message about what your company values, what sets you apart from others and what customers can gain from doing business with you. Whether you try to send a message that your company cares about humanitarian causes and volunteering, is faster and more efficient than other companies, or simply offers a service no one else has, your logo encompass these ideals into one succinct message.
Attract your target audience
Logos don’t just describe your mission, they also appeal to your audience. People who design logos have studied the business’s target market and modify their ideas to fit what people want and what they are familiar with. Knowing your audience is helpful in any business situation, but it packs an extra punch when a designer uses this knowledge properly. A great designer builds a logo that specifically appeals to a segment of the population known as your target market. All you need to go along with your logo is some marketing and a good product or service.
The color that you choose for your logo is important because different shades have different connotations. A large majority of consumers, 93 percent, say that they look at the visual appearance of an object before purchasing it. Nearly 85 percent say that color was the main reason they made their decision to purchase something. Research has been done, therefore, on how these decisions affect the color of the item or packaging.
The meaning of red
For example, red is associated with passion and desire. Looking at red increases your heart rate, stimulate your appetite and create a sense of urgency. As a result, it’s often used to spur impulse purchases. See red in the logos of pleasure-based companies like McDonald’s, Netflix and Frito-Lay.
What about yellow?
Yellow, meanwhile, evokes feelings of hope and optimism. That’s why it is the main color in logos such as Denny’s, Hertz, Best Buy and Ikea. Blue exudes calm, professionalism, cleanliness and order. Think of blue logos like LinkedIn, JP Morgan and American Express as they exemplify the blue color of business. Orange projects warmth and energy, which is why it’s used in logos for Hooters, Harley-Davidson and Amazon.
Perception based on color and design
All this goes to show that when you design or having someone else design, your logo, you should keep all aspects of its appearance in mind. Don’t just focus on the shape, size, and image. Think about the color as well. The color can truly have an effect on the way your customers perceive you and your business as they decide to purchase your products or services a few days or months down the road.
From start-to-finish, branding is an intensive process that establishes who you are as a business and what makes you different from your competitors. For example, the car-sharing app Lyft has branded itself as a more fun, laid-back, and cheaper alternative to its well-known competitor called Uber. This has been a win for Lyft because it attracts customers who are specifically looking for that type of service and who think of Lyft as the better option than other ride-sharing services.
Uniqueness sets you apart
The key here is uniqueness. Businesses who develop their brand do so in order to set themselves apart from the competition. As a result, your branding needs to stress how you are different from everyone else and what goods or services you, and only you, provide. It gives your company a feeling of exclusivity.
Reflections of self
Lyft also knows what audience it’s targeting. Its logo — bright pink letters in a creative font — reflects that. Hip, fun-loving young people look at the Lyft app and see a reflection of themselves and the things they value. The logo encourages them to purchase from this company instead of the more traditional, professional and more somber Uber logo. Uber draws professionals and older people in addition to the typical crop of millennials with smartphones. Determine your target market and how they identify themselves to develop the right type of logo.
Boost your profits
There are other important reasons to build a brand, which is the entire basis for having a logo in the first place. Perhaps most importantly, you increase your profit margin by pulling in more customers. Your logo makes your company recognizable to those who would otherwise either not know that your company exists. It sets you apart from your competition and helps consumers decide to choose you over a competitor. This brings your business to mind when somebody needs what you offer. It can also encourage them to recommend your company to others who are in the market for your products or services. Familiarity is a good thing when it comes to attracting customers.
Building a brand projects a cohesive, unified image of your company. Your brand helps associate you with a certain feeling, image or message in the minds of your target market. Every time consumers see your logo or an advertisement that contains it, the logo reinforces the association with your brand. Then, when the time comes to purchase whatever you are selling, your company is at the forefront of people’s minds. Instead of a little-known option that’s indistinguishable from numerous other companies, your logo makes you more recognizable.
Building your brand may include designing a logo, but it’s actually a much more extensive process that encompasses designing your website alongside print publications such as brochures and flyers. As a result, it’s important to hire someone who works on all of these aspects in order to ensure cohesiveness among the logo, company colors, and overall message.
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