The power of the logo
What is a logo?
lo·go
noun
- a symbol or other design adopted by an organisation to identify its products, uniform, vehicles, etc.
A logo is a symbol used to represent your business, using a combination of visual elements, incorporating text and imagery that is consistently used throughout promotional items and advertisements. It forms a starting point for your brand and in time, develops with the ever-changing trends.
What does a logo do for business?
Giving your business an identity provides credibility and builds trust with potential clients as it reflects how you work – if you’re willing to invest time into your own company, you will no doubt deliver clients with the same professional, high standard.
A well designed, recognisable logo also attracts new customers, giving you a competetive edge when your business stands out amongst other companies in your field.
Crystal clear
In the first instance, your logo should be recognisable on various mediums, it is good practice to have a logo that works online, as well as on signage, clothing and printed marketing material. You need to consider all the possibilities of where your logo could crop up!
Don’t forget to consider the colours. The simpler the colour scheme, the more consistent your branding will be. Gradients, layers and textures may alter the overall aesthetic of the logo design when used in print, in comparison to web. This is why many worldwide brands stick to a solid colour palette consisting of 3 main colours – it makes life a lot easier!
Branding
Having set guidelines on how your logo can be used can reinforce your brand further. Many companies actively use a ‘brand book’, although you may feel this is a bit overkill – there is no harm in having some guidance on how your logo should be displayed on letterheads, invoices, marketing material, websites and social media.