A logo is a graphical representation of what a company stands for. Basically, it is used for immediate consumer recognition. This may sound simple but it’s actually a part of your branding strategy and it entails careful analysis before creating a logo. It plays an important factor on how a company wants to be uniquely recognized among the crowd of competitors - positioning.
The logo speaks for itself, it can stand on its own. Delivering the wrong message can weaken brand recognition. Without careful analysis on the design, it could send a wrong message to the consumers. Nobody wants that to happen.
To have an effective logo, it should portray company values and goal and be uniquely identifiable.
During inception, it should be clear what the company wants to portray and deliver. The colors, fonts, and icons/ graphics should be cautiously decided. The Brand Promise however may or may not be included in the design.
Colors – Use color that represents your brand promise and avoid multi-color design. Ideally, two colors is enough. Simple is better.
Fonts – It should be unique, easily identified as your own and not mistaken for other brands. Logos do not have to be an icon or graphics it could be a simple text like Nike, Mc Donalds, DELL and IBM. But make sure it has a strong presence.
Icons/Graphics – avoid using icons or graphics that literally represents a company. If the company is clothing line, the logo does not necessarily need to have clothes on it. If the company provides service, do not illustrate the kind of service delivered – be creative in delivering the message to attract consumers. Just imagine funeral and cremation service if you adopt literally the design on the logo.
Additionally, a logo should not be dated, meaning it only caters to the consumers of today. A company logo should be consistent with what it represents, regardless of the current trend.
An effective logo has a strong presence in the market. So if you think your logo do not denote what you represent then it’s time that you reposition your company through branding strategy.
Remember that a logo does not need to be flashy. It only needs to be eye-catching and uniquely identified.