A logo is a vital identifier that customers/prospects use to associate an organization with its products or services. The professionalism and attractiveness of a logo will immediately create a perception for the customers/prospects regarding a company’s level of integrity, product quality, player status and overall brand identity. These perceptions, right or wrong, are the factors that many customers use to measure a product or service before making a choice. A “hokey” logo can cheapen the perception of the company or product.
A few things to keep in mind when evaluating yours:
- Overall, a logo should have a connection and association with the business image of the company or product it is representing.
- It should be simple, short, and able to be used in a wide variety of applications, easy to remember and appear unique in a crowd of many others.
- When designing a logo it is vital to design something that can “stand the test of time” and not require constant revisions.
- While complex multicolor logos can be “eye-catchers,” they are not very practical. Four-color process logos are more expensive to reproduce than spot color. And they do not transfer well in applications where production requirements need to be simplified (i.e., embroidered shirt, two-color / b & w collateral). This will hurt your brand image.
- When considering size and color it is best to select a design that can be easily reproduced and read when printed and viewed off of a fax machine, printed on brochures, business cards, letterheads or on-line.
If you feel your logo doesn’t meet with any or all of these guidelines, contact us; we are experts at taking logos from good to great.