“What’s in a Logo?”

February 27, 2015

A logo and tagline are perhaps the most valuable assets a company can have. A lot is riding on your logo, so make sure you plan carefully. Whether you are launching a new brand or rebranding your business don’t ignore the logo creation process. The logo plays a critical role in the identification of a business and is also responsible for the overall branding of a company. The logo provides a visual expression, adds personality, and helps a business align itself with a particular audience. A logo isn’t just a visual representation of your company. It is an asset that will help yield business and establish your company. When making the decision to create a new logo it is essential that you hire the right firm. Never base your decision on cost. A logo is an essential aspect of your business and though it is not tangible it holds a significant amount of value. More than just a piece of art, it has to be created with thought and purpose. A logo should be thoroughly researched not just simply illustrated. For a logo to be successful it must represent the personality of the brand and must exemplify the business visually. Additionally it must be easily reproduced. That means it must work in several colors and in all applications. This isn’t just an afterthought, it must be taken into consideration during the initial design and tested. While it may seem that a logo is simple, it is actually very complex. A logo must accomplish a great many things. If you pay $200 for a logo don’t expect it to be an asset for your business and represent your business accurately. Expect to invest anywhere from $4,000 to $20,000 for a professional logo. If this sounds like a lot, think of all the business you will lose if you don’t look professional and your logo doesn't accurately represent your business. For example, if you are selling high-end homes your logo must look the part. After all, you want your target audience to take you seriously. Remember that your logo is an asset, treat it as such. Keep the following in mind, when the time comes for a logo design:

  1. Every business needs a brand identity. Make sure your logo is treated as an investment and not an expense.
  2. If it sounds too cheap, it is! A low price might mean you are getting clip art. If you want a logo designed from researched conception, be prepared to invest.
  3. Think about the future. Your logo is an asset, one that can evolve. Additionally, it must be easy to use on various media.
  4. Make sure the company you hire is a professional design firm with a proven track record.
  5. Allow your design team creative freedom and allow them to present various concepts thought out explanations.
Just think about companies that you do business with and why you choose them over others. You might find that their logo and overall brand identity have played a critical role in your initial perception and assessment of the company. Brand identity has been proven to play a role in the decisions we make. Though we aren’t technically supposed to judge a book by its cover, we do. We make judgements on quality almost immediately. The same way a person has only one chance to make a good first impression, so does your business.