The Importance of Your Logo

As a graphic designer at CreativeOne, I work on a multitude of logo projects. Whether it’s a logo for a newly created company or someone looking for a refreshed logo, there’s a lot of time, effort and creativity that goes into each concept.

Some individuals don’t necessarily understand the importance of a logo and how it can boost your brand, so let’s discuss …

What purpose does the logo serve?

It gives a visual representation of your company. It should be unique to you and memorable so anyone you work with or prospective clients will always remember you not just from your name as a professional, but your company as being professional as well from top to bottom.

Why is it important to have a logo?

Your logo is a visual identity of you and your company. It’s an immediate expression of how you would like your company to be represented in your complete marketing program, and more importantly, in advertising for your company as a whole. This will always be one of the first things people see when they approach your business, so it’s important to draw them in with a very thought out and conceptualized logo.

How does it contribute to one’s branding overall?

It’s the main element of the overall brand. Your marketing is dependent on having strong recognition at the top—and the top is your logo. It’s really hard to develop a strong marketing plan in a digital world if people don’t have a main element to go toward it, such as a logo. From there, you can really branch out and come up with several unique ideas to further develop your brand and make a lasting impression with any client.

What are important elements when considering a new or refreshed logo?

Font choices are always important. You want to make sure the font reflects who you are as a business, but also stays current with your target market. Most people have either a modern design taste or traditional one. It’s important to establish who you are before any work begins. Elements of both can be used in certain settings. Making sure whatever changes are made to the logo can withstand the test of time.

Color is also a vital element. You could choose colors based simply on personal preference, or you could go a route you think best suites what you are trying to achieve as a business. Certain colors can give off different connotations (i.e., in the financial industry, red is seen as a negative), but this doesn’t necessarily mean you can’t use red, it’s really how you want to be viewed toward your target market.

When it comes to creating a logo, what design principles are taken into consideration?

  • The most important principle is understanding your audience. A logo is only good if you design it toward your target demographic.
  • Keeping it simple is valuable. A clear and immediate response is what you are trying to garner in your logo. Simplicity can be the most impactful type of design.
  • Keeping a logo modern, yet timeless, is important. Logo trends change all the time. So keeping a logo clean and modern can really have an impact for the future of your company. Sometimes minor tweaks are needed to keep your brand looking “fresh.”
  • A well-balanced logo is also vital. Try not to make your logo too elongated or completely proportional. The more visually appealing the logo is right away, the more memorable it’s going to be. Also, this is vital for future marketing materials moving forward.
  • A versatile logo is something that will keep your logo in the spotlight. This goes back to the simplicity factor. If your logo can replicate on multiple mediums, the more your brand can develop moving forward.

Why should someone consider redoing their logo?

Design changes through history. A lot of times, people have had logos that were designed decades ago and that’s great! A brand has been established. But in order to maintain an up-to-date company feel and not feel stale in the industry, change is inevitable. Minor tweaks and changes to previous logos could be vital in sustaining value against your competition and maintaining a notion to your customers you are inline with today’s trends and values.

How do you combat producers who say their logo is well known and therefore they don’t need a new one?

There are always concerns within companies that feel their logo is “too well known” to change. However, no matter how long you may have had a logo, sometimes even minor tweaks can help revitalize a possibly stale brand. It’s great when people get attached to their brands and don’t really want it to change. But it’s not about completely changing a concept that has been in your company for possibly decades. It’s simply a matter of finding ways to strengthen your brand over time. Some companies that have changed their brands recently are: Google, IHOP, Verizon, Facebook and Pepsi (just to name a few). All of these companies were willing to make minor changes in order to keep their brands fresh. It’s important to not become stale in marketing in this digital world.

Why should brands evolve and change and how often should brands consider refreshing their logo?

Companies should always be looking at ways to improve their brand. If you are in a constant state, that can really become stale to consumers and won’t attract prospective clients either. Yes, your logo is valuable to you and your company, but at the same time, it’s important to remember your client base will change over time. Stay up on changing client bases and trends in order to remain in tune with today’s culture.

What are some common mistakes people make when it comes their logo creation?

One of the biggest mistakes is having a logo icon with no bearing to the industry at all. You want to make sure your logo is unique to you and your company. The more thought out the whole process is, and more research done to make sure you’re appealing to the right crowd is extremely important.

Another big mistake is people that choose to use pictures or photos in their logo. This was common decades ago, but it’s becoming increasingly vital in today’s world that your logo be completely vectored. Scaling of you logo is important, and if you have a photo in your logo, it makes it extremely difficult to scale or replicate on multiple mediums, including digitally based mediums.

As a final thought, I think the five most vital things to remember when it comes to logo design are:

  1. Make it memorable.
  2. Make it simple.
  3. Make it versatile.
  4. Make it timeless.
  5. Know your audience.

All of these elements are of equal importance when it comes to developing a brand, and what we strive to incorporate when creating or refreshing one for a producer. Think our design services are just what you’re looking for? Give us a call at 800.992.2642 to hear about the plethora of marketing services that can boost your business!

FOR FINANCIAL PROFESSIONAL USE ONLY. NOT FOR USE WITH GENERAL PUBLIC.

CP-0802 – 2016/07/11

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