Your company’s logo is its identifier—it’s a way for consumers to spot your business out from your competition. So when your designer begins to create your logo, a lot of time and thought must go into it. It has to represent your company without being overpowering or complicated. It has to be completely unique but still easy for your consumers to recognize and connect with. Every image, word, and color matters—so how do you know if your logo is the best possible representation of your company?
Well, keep reading! We’ve compiled some Do’s and Don’ts for all of your logo woes. If you don’t know where to start with your logo or have been second guessing the one you have, these tips could be just what you’re looking for.
Do keep it simple
If you clutter your logo with multiple images and fonts, it’s going to be more of a distraction to your consumers than a way for them to identify your company. The most identifiable logos out there are usually the simplest: the McDonald’s arch, the apple from Apple, or the siren from the Starbucks logo, which was even further simplified in 2011 to remove the text that circled around the siren.
Removing text from a logo isn’t something all logos should do, especially new or smaller businesses. But the clean and simple designs that larger corporations incorporate into their logos are something all businesses should consider when creating their logo.
Do stay true to your brand
Let’s get one thing out of the way: your logo does not define your brand. A logo, instead, represents your brand. Your company’s brand is the service your offer, the product you sell, the culture you built your company on, and how you connect and interact with your customers. Your logo cannot do that on its own.
That’s not to downplay the importance of a logo! Logos are very important and can help strengthen and reinforce your company’s brand tremendously. But don’t get lost in creating a logo that has to encompass all of your company’s brand. Your logo should be a symbol of your brand, not the brand itself.
And with your brand in mind, make sure your logo is appropriate for your company. If you own a bridal boutique, you probably don’t want a logo of a runaway bride. Instead, you would want a logo that would portray feelings of love, commitment, and happily ever after. You want your logo to bring out the strong points of your brand without overpowering and/or misrepresenting your company.
Do keep size in mind
Your logo should be able to adapt to all kinds of mediums such as a website, business cards, pamphlets, social media accounts, and also be easily viewed on mobile phones, iPads, and tablets. So if your company’s name is relatively long, you might not want to include it in the logo because it might not be readable on a smaller medium. Same goes with images: if it won’t print well on a smaller scale, like a business card, then it’s not the best choice for a logo. An adaptable logo is very important, especially in a world where both paper and paperless marketing efforts matter.
Don’t spend $10 on it
Sure, you’ll feel like you’re getting a steal, but a poorly designed logo is going to cost you in the long run. Often enough, those quickly-made, immediate-download logos are sold to tons of companies. Your logo isn’t so unique anymore when another company can download the same one.
Skip the headache, help build your company’s identity, and get a custom-made logo from the beginning.
Don’t forget to research
A well-designed logo that allows your brand to shine is going to be much more attractive for your clients; however, that isn’t the case if your biggest competitor has a similar logo. Be sure to research your competitors, not necessarily for ideas, but to see what would allow your company to stand out. Make sure your logo is going to be easily distinguishable from your competition’s before you even begin designing it.
Don’t change it often
Your logo is a way for your customers to identify your company, so if you change it every year, your customers will become confused. Remember when we discussed the Starbucks logo change in 2011? The last time Starbucks had changed their logo prior to that was in 1992. They kept the same logo for 19 years, and even when Starbucks made the decision to change it, they still kept the same image of the siren and simply removed the text.
Your logo is a crucial way for you to stay consistent with your brand. Don’t confuse your customers by changing it more than necessary.
Let us help
Having a strong logo for your company is important for more than just reinforcing your brand—it’s important for your company’s identity and consistency. Your logo represents your company, and if you follow these Do’s and Don’ts, then you’re on the right track for creating the perfect logo for your company.
But if after reading this, you find you’re having more trouble with your logo than you realized, reach out to us. We know exactly how to help.