Why are logo designs so important for an organization or company’s image? Because they often make a first impression. A good logo won’t make your organization better, but it can help you stand out in a highly competitive market. Find out how you can have a logo that will have the most impact for your business.
Today, there seems to be a reduced need to employ a designer to create your company logo. Design software packages and online resources are available which make it possible for you to create your own logo. However, if you don’t have a lot of experience in design, this may not be your best option. Again, your logo often makes your organization’s first impression. A logo that is confusing, hard to read, dated, or that appears unprofessional can portray your organization as the same.
Furthermore, good design programs usually translate into expensive ones. Learning how to use them and use them well also takes time. Like they say, time is money. And even if one does have the right tools and the time to learn how to use them, this does not necessarily translate into a great logo. Often, just the opposite is true. In the end, “saving money” by creating your own logo may cost you more than you think.
With all of that being said, you may still find the need to create your own logo. If so, there are a few things to keep in mind.
First, understand that a logo is only a part of your brand. They are not one in the same. Your brand is your organization’s perceived image. This includes the basic colors, fonts, and symbols (including your logo) that represent your company. But it also includes how you interact with customers, what employees wear, the marketing materials used, and numerous other factors that influence how your organization is perceived.
Your logo is more specific. A logo identifies a business or product in its simplest form. The purpose of a logo is not to define or describe your business. The purpose of a logo is to identify a business or product. This may be achieved using a name, symbol, or image. Long established, widely recognized companies have been successful using logos with just images and no text. But most companies need to make sure their name is included for recognition purposes. The name should be easily read, and for a young company it should probably be as or more prominent than any other part of the logo. Understand that people have to know whom they wish to get in touch with.
Take time to research other companies’ logos. Print your favorites off from the internet and create a scrapbook as a research tool. Some questions to ask yourself are: What logos reflect your industry? Which ones do you not like? Why do you like certain logos more than others?
When you begin to design a logo, try to start simple. Start off by using a simple black and white design prior to bringing color into the mix. Logos often need reproduced in black and white. Creating a logo with certain colors, blends, and effects may look great on your computer screen, but when translated into black and white or reduced in size your logo may become unrecognizable or unreadable. Designing a logo that is clearly recognizable in black and white and reduced in size can help avoid the headache of having to redesign. A logo that looked good large and in color may not look so good in black and white, and may be unreadable when reduced in size.
With regards to typeface, make sure to use a maximum of two different fonts, more than that makes for a busy and unattractive logo. There are exceptions to this rule, but not many. When choosing a font, don’t simply choose the type because it’s your favorite; think of the image of your organization or business and exactly what style will best reflect the goods and services you are promoting. A font may look cool, but may not work well with your company name. Do not be scared to try things out of the ordinary, but try to stay appropriate for your market. If the font is hard to read, avoid it.
A common mistake made when designing a logo is trying to define or describe your business. This often leads to a complicated, busy logo that is not easy to remember. When using imagery, keep it simple.
Once you have a logo design or two you are pleased with ask for comments. If others do not like it, ask them exactly why. Use their suggestion’s to make adjustments to your logo. If you are obsessing about it too much, put it away for a few days. With a little time spent away you may have a different opinion about it, and will be able to begin work again with new eyes.
If you are struggling to create your own logo, consider hiring a designer. You are skilled in your field and so are they. Remember, you often get what you pay for. Creating a first impression for and your business is not the time to cut corners.
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