We’re back with another guest post this week. This one comes from freelance writer Melissa Lang:
No matter what size of business you run, every business needs a company logo. When considering changes or rebranding to your original logo think about what it currently says to customers that have no prior experience with you. The big question is, how likely are you to engage with a brand that had a poorly designed logo?
A small business typically needs a logo more than an established brand. Your branding style has the ability to connect with your customer, and your company logo design is a representation of your brand.
For that reason, a great logo should subconsciously influence consumers to believe that your business sells great products. Show your customers your high standards of business with an enticing, quality logo and it is sure to build a connection quicker.
SMALL BUSINESS LOGO DESIGN ADVICE
“Symbolize and summarize.”
Logo Designer, Saul Bass created some of the world’s biggest businesses branding from Kleenex to American Airlines. He believed that a logo should send a message to consumers, even at a glance.
Do you believe that first impressions count? Truthfully, Business owners only really have one chance to make a good first impression and this is why so many rebrand. If you are running a small venture, an impressionable logo design could be a great way to catch your future customer’s eye whereas a poor design could damage your businesses reputation make consumers distrust you from the start.
There is a lot of work behind the logo design process and it should not only look attractive but it should show your business’ personality from just one look. It should also be transferable and useable across multiple mediums. There are lots of things to consider, but firstly have a look at our logo design tips, to gain some inspiration for your design:
HIRE A PROFESSIONAL LOGO DESIGNER
Remove all personal connection between you and your business logo design. The colours or images you love may not fit in with your business’s needs. By hiring some assistance, a professional they will be able to tweak the design from your imagination for business use. A professional logo designer’s perspective will take a more systematic approach to your design than an amateur would as they will break the process into:
- research,
- sketching
- conceptualising
- testing
- final design
CHOOSE COLOUR WISELY
In a study by ColourCom, it was proven that colour can increase a brand’s recognition by a huge 80%. Every colour has a different meaning, by telling your logo a bit more about your brand’s personality they will know exactly which of the following colours to use:
- Red: signifies passionate, high energy and demands a call to action. Brands who use red: Red Bull and Virgin.
- Blue: portrays trust and stability, often used by banking and finance brands. Brands who use blue: RBS and Facebook.
- Yellow: stimulates optimism and positivity. Brand who use yellow: IKEA and Macdonalds.
- Green: Often used to symbolise nature, recycling, and wildlife. Brands who use green: Whole Foods and Green Peace.
- Purple: Effective when used for luxury and calm. Brands who use purple: Cadbury and Hallmark.
DON’T BE AFRAID OF CHANGE
Has your business evolved and you would like to show this in your logo design? Social media brand Instagram have done just that. In recent years Instagram has expanded and have added several new additions to their brand. They created a new design that would reflect how the diverse way consumers are now telling their stories, not just through text and image but through video and collages. Ian Spalter, Instagram’s head of design believes that:
“Brands, logos, and products develop deep connections and associations with people, so you don’t just want to change them for the sake of novelty”.
Therefore, it is important to consider the needs and desires of your customers before you rebrand your logo design. Deciding to change your small businesses logo can be risky but changing to a professional logo design could freshen up the appeal of your brand.
LOGO DESIGN AND THE ART OF SIMPLICITY
“I strive for two things in design: simplicity and clarity. Great design is born of those two things.”
Lindon Leader, The FedEx Logo Designer hits the nail on the head with this statement. Any professional Designer should know when to close the design and accept that sometimes, less is more. Overworking your design shouldn’t distract you from other elements of your business.
Minimalistic design is becoming more popular for corporate organisations and millennials are starting to declutter their company logos. MasterCard is the most recent example of a brand which has stripped back their logo.
Creative Review claims that their “radically simple design that could only work for a brand as well-known as Mastercard” but there are many benefits of using a simple logo for a smaller business.
BENEFITS OF A SIMPLE LOGO
Clear: Sometimes a company’s purpose can get lost in a busy logo design. Your small business should create a logo which future customers can associate with your brand. By keeping your logo simple you are keeping it targeted. The message your small business will be sending out will be clean and clear.
Memorable: Think about it this way, what would you find easier to remember – one sentence or one paragraph? The fewer elements there are on your logo design, the easier it will be for your customers to remember, think McDonalds and Coca-Cola! These may be larger organisations but they have barely touched their logo designs – proving that simple can be just as effective.
Understandable: Consumers connect better with designs that they can understand. If a consumer can describe your logo it makes your business more accessible and familiar. This will also be beneficial if your consumer is trying to recommend your brand, as they will be able to describe it.
Convertible Across All Media: The simpler the design they easier it is to publish across different media. Consider how your logo will look on anything from print, web, stamps, material, signs, transfers etc.
PROFESSIONAL LOGO DESIGN
Your logo is an extension of your brand just like your e-commerce website or physical business space. It is true that Humans respond better to images than they do to text and can process visuals 60,000 times faster than plain text
This shows the importance to small businesses about having a professional logo design which uses great imagery and typography. A visual identity creates a familiarity between your company and the customer.
Make sure your logo design strengthens your brand and supports your business’ message. There are lots of great logo designer’s out there that can design something that is both eye-catching and unique for your small business.
Melissa Lang is freelance writer from Glasgow, Scotland. She is currently working for Repeat Logo and has a keen eye for all things design.
