These are factors every business owner should know, as your logo is your unique calling card! It’s an exclusive identity that displays your brand promise via strategically placed colors, fonts and graphic elements. A substandard logo will turn away prospective clients faster than you can say ‘Clip art. Learn how to do it right.
Check Competitor's Business Logo
Do your competitors use solid, conservative images, or flashy graphics and type? Think about how you want to differentiate your logo from those of your competition.
Focus on your message
Decide what you want to communicate about your company. Does it have a distinct personality-serious or lighthearted? What makes it unique in relation to your competition? What's the nature of your current target audience? These elements should play an important role in the overall design or redesign.
Make it clean and functional
Your logo should work as well on a business card as on the side of a truck. A good logo should be scalable, easy to reproduce, memorable and distinctive. Icons are better than photographs, which may be indecipherable if enlarged or reduced significantly. And be sure to create a logo that can be reproduced in black and white so that it can be faxed, photocopied or used in a black-and-white ad as effectively as in color.
Your business name will affect your logo design
If your business name is "D.C. Jewelers," you may wish to use a classy, serif font to accent the letters (especially if your name features initials). For a company called "Lightning Bolt Printing," the logo might feature some creative implementation of-you guessed it-a lightning bolt.
Use your logo to illustrate your business's key benefit
The best logos make an immediate statement with a picture or illustration, not words. The "Lightning Bolt Printing" logo, for example, may need to convey the business benefit of "ultra-fast, guaranteed printing services." The lightning bolt image could be manipulated to suggest speed and assurance.
Don't use clip art
However tempting it may be, clip art can be copied too easily. Not only will original art make a more impressive statement about your company, but it'll set your business apart from others.
Avoid trendy looks
If you're redesigning your old logo, you run the risk of confusing customers-or worse, alienating them. One option is to make gradual logo changes. According to Priester, Quaker Oats modified the Quaker man on its package over a 10-year period to avoid undermining customer confidence. But don't plan to make multiple logo changes. Instead, choose a logo that will stay current for 10 to 20 years, perhaps longer. That's the mark of a good design.
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