Criteria for an Effective Logo Design
Many entrepreneurs are inexperienced when it comes to getting logos designed. This is to be expected as it is not something that you would really need to know much about unless you are starting your own business.
If you are using a reputable designer to design your logo then to some extent you can sit back and relax, knowing that the future of your brand is in their capable hands. However, you can usually do so much better if you take an active interest in logo design before the design process begins. This way you will understand the importance of a business logo and you will be able to communicate clearly with your designer so they can understand exactly what your organization needs.
Below is a list of characteristics that are common in effective business logos. This will give you some ideas on what to ask for in the beginning and how to guide your designer as you proceed.
1. A Logo with a Difference
Obviously, you will want a logo that is unique as the whole point of a logo is to help people to identify your brand and to distinguish it from other players in the market. Great designers will seek inspiration from other logos but still come up with something that is totally original.
Depending on the industry that you are in there will be common images that many of your competitors have used. Dental logos often feature a smile, real estate agents go for rooftops and veterinarians go for cats, dogs or paw prints.
Should you avoid the clichéd images, even if they will do such a great job of giving you an identity that people in your market will immediately recognize? It’s hard to say really. You don’t want to be another copycat lining up to compete for the limited market share in your area. However, a truly great designer will be able to take a common image and make their version of it dramatically different from your competitors.
2. Keep it Simple
Remember that when it comes to logos, less is usually more. In other words the more a designer goes crazy adding colors, images and intricate designs to a logo the less effective it becomes and the more amateurish it looks.
If you look at the logos of some of the worlds top companies you will see that they are all very simple. Great designers exercise restraint and come up with designs that are uncluttered and professional looking. Many designers don’t know when to stop and end up producing logos with ‘too much going on’. You may be able to get away with a more visually stimulating logo if you are in certain creative industries but for most businesses ‘simplicity rules the day’.
Most great logos consist of only a few colors so you should start to worry if your designer comes out with something that is too colorful. A limited color choice will typically be more effective visually and it will be more convenient when it comes to printing. Remember that colors don’t always come across well in some formats such as a photocopied or faxed page.
White backgrounds are common so think twice before going with a logo that needs a dark background to enhance lightly colored design elements.
3. Practical Considerations
A great logo has to be practical and functional. Think of how your brand icon is going to be displayed and get something designed that will measure up to the task.
Your logo should look great in any size without losing its clarity and effectiveness. You will want small versions of it displayed on your business cards and you may need much larger versions of it displayed on vehicles or signage (or on a blimp at the Super Bowl). A great design is a scalable design.
Don’t forget about shape as well. If your logo will be predominantly displayed on vehicles or across the top of web pages then a longer rectangular shape might be best.
4. Relevancy and Appeal
It is great if a logo can go some way towards identifying the industry that a business is in. However, it shouldn’t define any aspect of a business too closely as this could place limitations on the direction of future growth. Something a little abstract can be good as it gives you a blank slate to build your brand upon.
One of the main purposes of a logo is to win the hearts and minds of people in a business’s target market. An effective design has to therefore be appealing such people. Different styles will appeal to different demographics. While some brands cover wide markets and must be appealing to everyone, some have to focus on sending out a message that resonates with certain age groups or niche markets.
Logo designers that are working under a decent budget will usually do a little market research. As the client you should have the best understanding of your market and should provide your designer with this information.
5. Built to Last
Ideally you will end up with a logo that will carry your business well into the foreseeable future. The last thing that you want to have to do is carry out a costly re-design of your logo at some point in the future. Great logos are classics that will last an organization for many decades. A slight touch up with minimal changes every few decades is the benchmark here so stay away from any design element that may end up being a short-term fad.
6. Loud and Clear
Your logo is conveying a message and therefore people have to be able to interpret that message. People should be able to read the text component of a logo clearly without any possibility of misinterpretation.
7. First and Lasting Impressions
A first class design will help an organization to make a great first impression on the viewer. A great design will be interesting and attractive and catch the eye of anyone who happens to turn their gaze in its direction. It should compel people to stop, think and take a deeper look.
Good logos are also able to grow on people over time and slowly work their way into the subconscious mind of the individual and even into the wider culture. Ideally, people will identify your business by your logo after only having seen it two or three times.
8. Good Design Sense
There are well established principles of good design that all decent designers will adhere to. Ideas like symmetry, balance and purpose come into play to create something that makes good sense when people look at it. Each element of a logo should compliment the other elements in a way that creates a certain synergy. Many designers believe that a logo is a work of art.
While most people have been taught not to judge a book by its cover, many still do so, even if they don’t always realize it. People assume that great companies will have great logos so don’t fail to miss this chance to impress them.
To compare some of the best options for getting a logo designed online check out http://www.logo-reviews.com
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Not Just a Name: How to Name Your Small Business
As the title suggests, there is quite a lot at stake when deciding on a name for your business. Your business’s name is its most visible asset, and is what will immediately attract or repel potential customers, even at a sub-conscious level.
Almost any name can be successfully marketed, but some succeed on what seems like the virtue of the name alone while it takes months of marketing efforts and money to shoulder to fame. The difference? Successful names target and communicate your expertise, your niche, and the value that your company brings to that niche.
So how do you come up with the perfect name for your small business? Here are a few possible routes you could take to get you to the name that your customers will remember from the first time they see it and to shorten the length of time you have to spend playing the name game:
1. Hire a Naming Expert
There’s such a thing as a naming expert? Yes, and they can help you pinpoint the intersection of cleverness, relevancy, complexity, and universality that makes great names great. Furthermore, naming firms will consult with you about which names will fail, which will succeed, and why; plus, they’ll be able to navigate around the murky trademark waters that prove such a hazard for small businesses. They’ll come up with a dozen names for you company quickly, and most of them will be great. Beware, though, naming firms charge for their services, sometimes far more than you could afford, or would want to pay for. Still, it’s an option, and one that has almost guaranteed positive results.
2. DIY
Most small business owners will go this route — it’s free, and more importantly, the finished product will represent your business more personally than a name generated by a consulting firm. There are several factors to consider, though, when naming your business, and they all play an important role in the success of the name:
- Meaning — What does the name of your business mean to your customers? Will that meaning appeal to them?
- Specificity — How specific is your name? Remember, there is such a thing as being too specific when naming your company. A bike shop called “Woodville Bikes” might be too specific, for example, especially if your business expands beyond Woodville and bikes.
- Complexity — Don’t befuddle your customers with a bizarre name. Keep it simple enough that it has character, but doesn’t intimidate your clients.
- Originality — A little creativity goes a long way. Again, there is a balance that needs to be kept, because names can easily get too clever, precious, or punny.
Once you’ve decided on a name, make sure it isn’t already taken by another company. Researching any trademarks on your name early on will save you potential headaches and fortunes in the future. Finally do a test run with your name with your customers — ask around and see what fits better with your target market. After all is said and done, you’ll be able to answer that age-old question: What’s in a name? Everything!
About the Author: Jemima Lopez is a freelance blogger and writer who writes for Zen College Life, the directory of higher education, distance learning, and online degrees. She welcomes your comments at her email: lopezjemima562 @ gmail.com.
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7 Useful Logo Design Tips
Logo design is like all other professional design works, in that it appears simple, but designing a logo is not as easy as one may think. It requires extensive research, critical thinking and hard work. Without contributing whole heartedly of the three requirements, a great idea can result in a crumpled up scrap of paper in the trash. Not to worry, in just a few simple steps you will be on your way to creating a great logo.
Be Simple
It is the first and foremost important rule to follow when designing a logo, keep it simple and not complex. A complicated logo is difficult to reproduce and maintain but most importantly, it cannot be adored by the audience. An astounding logo is the vehicle that drives customers to your product. It should be simple, eye catching and provoke thought in the viewer.
Be Tricky
A logo is the best way to entertain and engage your audience with your product. Don’t divulge the message for the audience by making it too obvious. Be tricky and give your audience an opportunity to discover the meaning and intention of the logo. This should be a memorable and entertaining experience for your audience. Also try to avoid making your logo too abstract or you can risk making the logo obscure and the message and entertainment will be lost.
Keep It Green
Maintaining a green lifestyle is the future, therefore your logo should be green. Durability and longevity of a logo is worth considering. Picture your company 20 years down the road, what services and products you are going to offer? Make your logo a perfect representative of your company that can stand the test of time. Make a logo that can even stand for all the changes you will make in the future. A textual logo like IBM’s works great in this respect.
Use Vector
Using 3D effects in a logo is always tempting however, clean; crisp lines with very limited colors will prove to stand the test of time. Vector-based logos provide the contrast and balance that is vitally important in logo design. Vector formats also allow the most variations that will play a key role if you modify your logo in the future.
Be Flexible
A great logo should always be flexible so it can represent every business situation. Don’t “pigeon hole” your target group-keep it open to all and any viewers. Literal and specific logos are hard to use when catering to varying markets whereas, textual logos are the most flexible. You can easily change the color of the logo to state the on time motto of the company. Google’s logo is the best example of the flexibility of a logo.
Be Relevant
Logos should be relevant to the product and services of the company. It should give the customers a clear picture about the products and services the company provides. World famous ice cream parlor chain, Baskin-Robbins’ logo is an ideal example of relevance. Customers immediately know from the company logo that the company is offering ice cream of 31 flavors.
Be Wise with Color
Color is one of the more important aspects of a logo as it speaks feeling and emotion to the viewer. The choice of color may vary depending on age, gender and cultural demographics. So choose color according to your target market. Colors like to follow trends. A bank often will follow conservative colors where as a newly launched company most likely will follow the current trends.
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A great logo always makes a mark in the mind of people. It stands for the taste and sprit of the company. All the best brands in the world are as famous as their logos. A simple, memorable, timeless, versatile and appropriate logo is highly important for a company to reach their customers.
About Author: Donald Bates is a website designer who is working for Tampa Web Design Company for last 3 years. He loves to help fellow designers and business owners sharing his knowledge and experience. He offers website design services via www.mdesignmedia.com
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Protecting A SMBs Brand With Social Media Monitoring
The Internet is a tool used by many people for different reasons. Social media has become a huge part of Internet usage. People are able to express thoughts and opinions and communicate with other individuals.
What is Online Reputation Management?
With the growing number of people using social media, Online Reputation Management software has been created. Online Reputation Management is a part of the Public Relations field that helps businesses enhance their online image. The Internet is a dumping ground of information, thoughts, and opinions, which is why small businesses should utilize this software. Social media is a way for individuals to gain information, share information, and express opinions about anything.
Some popular social media technologies are Facebook, Twitter, and blogs. Each one of these has the power to make or break a company, product, or celebrity. Facebook incorporates “Fan Pages” for businesses and products to allow for discussion and opinions to be expressed.
The Impact of Social Media on Brand
The numbers of individuals who use social media technologies is constantly growing. Companies need to understand this fact and understand that it can directly impact their business and public image. With online reputation management software, a small business will be able to monitor all consumer talk about their business and respond to the situation in a timely manner. This will altogether increase customer satisfaction (which is very important!).
Another way in which a business’s reputation can be at stake is because of product and business review options on the Internet. Many people rely on the Internet to provide feedback on certain products and even company ethics.
Reviews allow consumers to express personal opinions, which may not be censored. A small business should use this software not only to monitor consumer reviews, but to learn more about competitor’s products.
Online reputation management software can also assist in unexpected ways. The software will help with marketing research.
A small business will learn marketing trends and how they should position their product or service in the community. Information about the industry as a whole will also help a business thrive.
Altogether, online reputation management software is the smart, efficient way to monitor your small business on the Internet.
About the Author: Stefan is an social media specialist with Reputation Observer a reputation management platform based in the US, Germany and France.
Photo Credit: karola riegler photography
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Ten Things Small Businesses Need to Consider When Branding
Brand management is a process that helps your business produce long-lasting connections with your customers. Your brand is an establishment of how you would like people to feel about your business. A good brand provides a solid identity, which endears itself to your customers. Read more
The Importance of a Good Logo in Marketing Your Company
There are few things which are more important to a company than their reputation and their ability to reach new clients. There are certain elements which go into each of these which you might not realize. One of the elements which is highly important, yet does not get a lot of attention is the need to have a great looking logo. The logo for your company is the first thing that people will see when they are learning about your company and it is the one thing which will stick in their minds as they are trying to remember your company. A good logo can be included on your point of sale systems, business cards and advertisements. Read more
Get Noticed through Social Media Marketers
There is no denying the power of social media in today’s society. Look at any product and you will see the logos for Twitter and Facebook. Watch people waiting for the elevator and see how they spend their time checking and updating their Facebook or Twitter accounts. It is important for any business looking to gain the attention that they need to succeed in the modern marketplace to understand the importance of social media. Of course, just understanding its importance will not get your business noticed, you need a professional with the ability to navigate you through the social media maze. Read more
Seven Things Your Brand Is Not – And One That It Is
What Your Brand Is Not
1. Your brand is not your logo
2. Your brand is not your personal identity
3. Your brand is not what you sell
4. Your brand is not what you say it is
5. Your brand is not your fancy offices
6. Your brand is not your company culture
7. Your brand is not your employees
What Your Brand Is
Your brand is the emotional and psychological relationships you have with your customers. Your brand is what your vendors think of you, what your employees see of you, and what your customers say about you - Essentially your brand is what they say it is, not what you say it is.
Questions?
Put’em in the comments below.
The Importance of Brand Identity and Logo Design for Small Businesses
Below is a guest post from Jeremy Schafer of MyCorporateLogo, who reminds us of the impact a good logo can have on our business and brand identity.
A logo represents a company – it defines its identity – its purpose. It is an integral part of a company’s brand strategy.
Without a logo or brand identity it would be impossible for a consumer to identify one product or service from the next.
Brand Connection
Most consumers have very strong opinions regarding their favorite brand. These opinions are more emotional than rational. Some brands (e.g. Nike, Coca-Cola etc.) resonate with customers more than others. They form an emotional attachment to these brands, often disregarding better products and services for ones with higher visibility and brand recognition.
Some brands even become synonymous with the product and the consumer starts recognizing the product by its brand name (e.g. Xerox).
It is therefore of the utmost importance that every company – especially the small business, has a sound brand strategy and a strong brand identity with a unique identifiable logo.
Logo Design & Brand Identity
Brand Identity and Small Business Logo Design helps small businesses in many ways. A few of the more important ones are listed below.
- It helps give the company an established and professional feel. This increases the customers trust in the products or services the company offers.
- A powerful brand identity is important as in general, people find it easier to recall images than text. There is an old saying “A picture is worth a thousand words”. The logo represents that picture and can be remembered and identified with greater ease than a thousand words describing the company.
- Logo graphics can bring about awareness of the products or services that you offer in cases where the company name is not self-explanatory.
- As the company grows, the consumer base stays loyal to the brand.
- The brand value generated can also be leveraged when selling stock in the company or the company itself for a higher perceived value than the actual value.
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Since 2005, MyCorporateLogo.com has been offering affordable logo design and corporate identity design services to start ups, small and mid-sized organizations. Our creative team can effectively deliver any message across a wide variety of media. We have successfully designed thousands of logos catering to the needs of almost every industry imaginable. Additionally, we have designed hundreds of websites, brochures, letterhead, business cards, and stationary.
Photo Credit: kyz
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Bric-A-Brac Branding
Below is the seventh article in our $150 competition sponsored by BizSugar.com. It’s submitted by Michael Bennett Cohn, who is the publisher for the online magazine Revolving Floor. Good luck to everyone who contributed an article!
Most small brick-and-mortar businesses don’t brand the inside of their establishments. I didn’t realize this until I started playing Foursquare, the shopping scorecard social media iPhone game. Foursquare awards users points for “checking in” at their favorite restaurants, bars, convenience stores, etc. Often, in recent months, when I’m taking out my phone during an idle moment waiting for my food, or a drink, or to pay, I’ve found myself thinking: “I should check in here on Foursquare!” followed quickly by “What the heck is the name of this place?”
There’s plenty of branding inside chain establishments like Olive Garden, McDonalds, 7-11, or The Cheesecake Factory. That’s because the chain, taking the long view, wants customers to stay interested in the brand, so that they’ll see each franchise as just one manifestation of the greater whole.
But once you enter an independent restaurant, bar, shop, or even grocery store, if you forgot the name of the place on the way in, then you’re probably not going to be reminded of it again until your next visit.
When I was in college, I worked at a place in Lawrence, Kansas called Joe’s Donuts. The catchy name was just a coincidence, as the original owner’s name really was Joe. The food was good and cheap, the place was open late and located near a couple of nightclubs, and Joe’s was hugely popular with the students. (A donut-loving girl once introduced herself to me on campus after overhearing me say that I worked there.) Customers regularly asked of their own volition if we sold t-shirts. We didn’t. I talked to the proprietor, Ralph (Joe’s son) about it. “Yeah, the kids ask about those, so sometimes I think maybe we should make some,” he said. “But what would they say? ‘Eat at Joe’s?’”
Ralph also kept the store closed on Saturdays, which would have surely been his best day for business. I tried to convince him to give it a shot. He shrugged. “It’s not a question of profits,” he said. “I just don’t want to work Saturdays.” The closed storefront was noted weekly by disappointed would-be customers, leading to widespread speculation as to what Ralph did with his Saturdays. “That’s when this place is closed,” was the only explanation that he offered querulous donut-buyers.
Around this time (1991) localized versions of Monopoly were a popular gift item. The Monopoly people scoped out our little college town, and determined that Joe’s Donuts was enough of a landmark to warrant a spot on the board (instead of, say, Park Place). They approached Ralph and asked him to pay for the privilege. He refused, and he continued to refuse as they kept lowering the cost. Ralph told them that he didn’t play Monopoly, and that he wasn’t interested in participating at any price. But the truth was that the Monolopy board based on Lawrence, Kansas just wasn’t complete without Joe’s Donuts. People would expect it to be there. And, indeed, it ended up on the board anyway.
At the time, Ralph saw this as a triumph of practicality over silliness. His business was successful in the physical world, and that was all that mattered. But times have changed. Nearly every local business has been reviewed on Yelp, they all show up on Google Maps, and that inevitable sales call from Foursquare is perhaps the loudest knock yet on the doors of those who don’t want to be dragged into the 21st century. (“We can prove that 100 of your customers check in with us every day. Do you want the ad they see to be from you, or your nearest competition?”)
It’s increasingly understood among online startups, even those focused on direct-response business, that they need a recognizable name, logo, and design. That’s just part of the deal. So is participating in the social media basics, such as tweeting and setting up a Facebook fan page. The social media landscape is eclipsing reality so quickly that brick-and-mortars are already part of it, whether they want to be or not.
In other words, every small business has a brand now, even the no-name bodega on the corner with no signage anywhere. Even proprietors who like to think that they can’t, or won’t, be bothered with something as abstract as shaping their customers’ long-term associations with the place are going to increasingly find that this attitude is not tenable. The no-name bodega on the corner will end up on Yelp as “No-name Bodega On Corner,” or not at all. And places that don’t bother to remind customers where they are will get fewer online mentions. It won’t be long before someone looking for, say, a toothbrush, will enter a search into their phone and then scan their surroundings through the viewfinder, looking for augmented reality signage hanging in the air. Those signs won’t be “hung” by the proprietors; they’ll be hung by the aggregators. And businesses who haven’t taken their image seriously by that point are literally going to disappear.
In New York, there’s a joke about what to tell a tourist when they ask you where to find the best pizza in the city. The answer is “Ray’s.” And there are indeed many pizza places called Ray’s throughout New York. Also, they have no connection to each other.
It’s a good joke, but it won’t be funny for very much longer.
