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A logo is a symbol or design used to identify a company or organization, as well as its products, services, employees, etc.
In its simplest definition, a logo identifies. It’s how your company is recognized and remembered among others. It also functions as the face of your business.
Your logo can also be an opportunity to make a statement about your organization
A company logo design is probably one of the first things that come to mind when you think about building a brand. And for good reason: it’s the face of your company after all and could potentially be everywhere that your brand exists.
Ideally, you’ll want a logo that’s unique, identifiable, and scalable to work at all sizes (something often overlooked).
This is because, the logo is the most prominent and stable element of marketing, slightly ahead of the brand name, hence, should be designed carefully to fully reflect the branding of your product or service.
However, remember, a logo may play an important role, but it isn’t everything, below are few things you shouldn’t confuse with your logo.
A logo isn’t:
- Your brand
Understand that your logo isn’t your brand. And your brand isn’t your logo. Your brand is intangible; it’s your reputation—what people think of when they hear your name, what they tell others about you and how you make them feel. Your brand is built from a thousand touchpoints with your customers—not from a logo. - Your visual identity
When new companies or organizations request a logo, a good designer will say, “You don’t just need a logo, you need a brand identity.” Logos are part of the picture, but they’re not the entire thing. They’re just one image within a larger visual system that includes your colours, typography, photography, visuals, layout, etc.
- An indicator of success
Your logo is very likely not going to make or break your business. In short, the best logo in the world can’t save a corrupt business, nor can the worst logo hold back an honest one.
Now that we’re clear on what a logo can and is not, let’s take a look at those tips that will help you in choosing the perfect logo for your brand.
Understanding the 5 key aspects of logo design will help you choose the logo that will help you develop a durable brand identity for your company, product or service.
1. Use
One question you must ask yourself when designing a logo is, ‘how you plan to use it’?. A logo created for a website or full color stationery printing will be designed completely different than one designed for imprinting on coffee mugs or t-shirts. Most companies desire to use their logo for more than one application. But aware that the more applications you may use the logo for, the more versions you will need. In summary, while choosing a logo design consider how you want to use it now and in the future.
2. Image Style
A logo is part of what represents your company. How it looks likely tells potential customers what kind of business you have. Make sure your logo adequately represents you and your business. For example if your business deals in financing, you’d probably want your logo to be conservative, contemporary, or even high tech. Creating a whimsical design could elicit a “fleeting feeling” and take away credibility before you’ve even had a chance to prove it. The opposite could be true if you are a cupcake shop. A whimsical, light-hearted design to show off your creativity is more likely the way to go versus a corporate, conservative logo, as the emotional state someone is in when buying a cupcake is quite different than when investing your money! When choosing an image style you should consider your company’s philosophies and your customer/client profile.
3. Format
Referring back to #1 (Use), make sure you are aware of all of the applications you are going to use your logo in, so the designer can create the appropriate file formats. The formats you should consider are the following:
Vector (AI) Adobe Illustrator: This format is editable in both PC and MAC software. PDF (Portable Document File): Format used by Adobe Acrobat, electronic publishing software for MAC OS, Windows, and UNIX. Vector (EPS): This format can be used by most printing facilities. It contains font and color information.
- Vector (EPS): This format can be used by most printing facilities. It contains font and color information.
- GIF (Graphics Interchange Format): This is a low resolution file used primarily for web pages and e-mail templates.
- JPG or JPEG (Joint Photographic Experts Group): This format allows for storing full color images with very high compression ratios. This format is used primarily for photographs in web pages.
- BMP (300 dpi): This format can be imported into most PC application software.
- Tif or Tiff (Tagged Image File Format): This format can be imported into most PC and MAC software applications. The file size is large and can be used for the full color printing process.
4. Originality
Your logo is a very important tool for branding your company. It should have a uniqueness all its own. When choosing a logo design, do your homework and see what else is out there so you pick one that will stand out from a crowd within your industry. It should immediately catch the eye and have more to offer when looked upon longer.
5. Appeal
Before deciding on your logo, make sure you are completely satisfied with your selection. Just like your brand name, it will be with you for as long as you’re in business. As years go by you may opt to update your logo but it should always have the same basic feel to it. After all this is how people identify you. Try to pick colors you know you’ll love today and 20 years from now. Sure these nuances can be changed but often times they are a very important part of the design so try to get it perfect the first time.
There you have it! the 5 tips you need in choosing that perfect logo for your brand.
