Your logo is the face your company shows the world. It helps customers identify your brand at a glance and a lot more. People can develop an almost emotional connection to a brand and your logo is a graphical representation of that. Plus, in this modern, highly-visual age, logos are a necessary part of branded messaging. Choosing the right color, font and symbol can help you create a uniform concept that translates seamlessly across print and digital platforms — ultimately leading to increased brand awareness and eventually increased revenue.
Let’s look at some of the ways in which entrepreneurs can develop timeless logos to not only create a unique brand concept, but a long-term, successful one.
One of the first characteristics two keep in mind is simplicity. Keeping the design simple in structure and color will make it easy for customers to identify and it will keep your logo easy to see no matter what size it is. Think about popular logos like Chanel, Nike and Shell. Each one is very unique but also very simple. You can identify them from a distance and they can be printed in black and white and still be easily recognizable.
Also, pay attention to versatility. In addition to scale, your logo and brand concept needs to be able to translate into multiple formats. The right logo will do more than grace your website and social media. It could also end top on business cards, t-shirts, signage, product tags and letterhead. Make sure your logo will translate to each format. Moreover, your logo needs to be digitally versatile as well. Your design will need to meet different dimensions requirements depending on where you display it and those parameters can vary significantly between platforms. Ideally, you will need a logo that makes sense in square layouts as well as landscape and portrait formats.
It is important to design a logo that offers some meaning as well. Whether you choose a stylized font (e.g., Coca-cola), a symbol (e.g., Lacoste) or an abstraction of your business initials (e.g., Tesla), keep in mind that your logo is meant to remind people of your company. The right logo will represent something about your business that is significant. Take Coca-cola for example. Its heritage and history is a key component of its brand concept; it has “always” been there. In addition to brand identity, your logo might also reflect what makes your company unique, demonstrating whether you are more traditional or dynamic. By choosing something meaningful, you help make your business memorable.
Using Your Logo to Advantage
Once you have created a simple logo that is both versatile and meaningful, it’s time to put it in action. Business materials and promotional products are obvious choices. Adding your logo to packaging, printed items like business cards and menus, giveaway items or your website should be on your work to-do list, but don’t stop there.
You could add logos to company uniforms, company vehicles and interior signage too. The more your customers see your logo in association with your business, the more readily they will come to identify your brand by the logo alone. You can also gain some traction by getting active in your community or industry. Sponsoring industry conferences, supporting local sports teams and contributing to different causes will help you get your logo out in front of your market.
Take the time to develop the right logo for your company — one that is simple, meaningful and versatile. With that graphic, you can help make your brand timeless as well as easy to recognize and help your business as successful as possible.