The right logo, with the right characteristics, will boost
your visibility, credibility and memorablity - which means
more business for you!
These characteristics include:
Consistency in use of your logo, tagline, materials.
Repetition of similar elements, used in the same or similar
ways, helps people to remember who you are and what you do.
Memorability, so that your logo stays at the forefront of
your potential clients' minds. That way, they'll think of
you next time they have a need.
Meaningfulness, so that your logo can spread the message
about the distinguishing characteristics of your business,
and tell your business's story.
Uniqueness, which helps you stand out from the crowd. For
example, if everyone in your industry uses a particular
symbol (i.e., travel agencies often use globes in their
logos), try to use something else - that way, your logo
doesn't just look like everyone else's.
Professionalism, in the quality of the graphics, the
printing and the paper on which your materials are printed.
Using home-printed business cards or clip art for your logo
will make your buisness look cheap.
Timelessness in your logo will ensure that you don't have
to redesign your logo in just a few years and that your
investment and equity in your design will be lasting.
Designing your logo based on your brand definition instead
of on current design trends will make your logo last longer.
Contrast between the colors in your logo - and not just in
terms of hue (the color itself), but in terms of value (the
darkness of that color) as well, so that it translates well
either to black and white or greyscale and colorblind
people are able to see the difference in color.
Unity among the different elements in the logo. The logo
must fit together as a single unit, and not just appear as
a jumble of elements pasted together. It's often best to
have a logo fit within a circular, triangular or
rectangular shape so that it visually appears to be one
unit. It's also important for the size of the logo icon to
relate well to the size of the name, and to make sure that
one isn't bigger than the other, so that they seem to
belong together.
Scalability, so that your logo looks equally good on both a
business card and on a sign for your business (or a
billboard!), and at every size in between. Your business's
name should stay legible as you scale the logo to different
sizes - be sure that your designer chooses a font that is
easily readable.
Having a professionally designed logo can really give your
business a jumpstart and helps your business get the
attention - and clients - you need to succeed.
----------------------------------------------------
Erin Ferree is a brand identity designer who creates big
visibility for small businesses. As the owner of elf
design, Erin is passionate about helping her clients stand
out in front of their competition and attract more clients.
Her "Define Your Difference Branding Workbook" will help
you with your brand definition - the most important step in
the brand identity design process.
http://www.elf-design.com/products-define.html
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