A logo is basically an illustration of your entire company image, which is then communicated to your prospect in a graphic or symbolic way.
A logo is a part of your business, product or service visual identity. Logos can also be known as Logo types; Brand marks ; Trademarks; Symbols; Marks and Identity.
A logo has many ‘roles’ to play in regards to the visual identity of your business. In many instances a logo is the first thing that someone thinks of when they hear your business’s name – for example, when you hear the name Coca-Cola or Nike or Apple Mac what comes into your mind?
Some of the ‘roles’ a logo can ‘play’ in your business includes:
- Providing a visual expression.
- Giving or adding ‘personality’.
- A unique and valuable asset.
- Being a visual representative.
- Aligning itself to a particular target market or audience
There are many reasons why you might consider having a logo designed. One of the many reasons could be if you are:
- Starting a new business.
- Introducing a new product range or service.
- Changing the business name.
- The nature of your current business has changed.
- Updating or rebranding because your current logo is a little outdated or ‘old-fashioned’
- Wanting to make it easier for consumers to identify your product or business.
- Needing to differentiate your business or product from similar businesses or products in the marketplace.
Any good logo which is doing ‘its job’ has a number of characteristic that make it successful including:
- Authenticity: it should create an honest bond between the owner of the brand and what the business stands for.
- Meaning: can be as subtle as conveying a feeling or be direct and to the point – see article 7 different types of logos for small to medium businesses, which one is the right for yours?
- Enduring: should allow your business to evolve over time and endure different fashions.
- Flexible: you logo should be able to be used in many different ways including:
A. working well in black and white as well as in full colour
B. working well online and in print
C. able to be scaled without losing its appeal
D. able to be legally protected (trade mark)*.
*If “clip-art” has been used to create your logo, you can not protect it. If you can’t afford a professional graphic designer, I strongly suggest you to wait until you can make the investment.