Importance of logo design

Why does your business need a logo?

A properly designed logo helps build trust by authenticating your professionalism and aims to project your core values to potential customers.

It should let potential clients know who you are and what you do. Ideally it will communicate to people with no prior knowledge or experience with your business that you do great work.

If your logo design looks unprofessional, clients will question how well you’re able to deliver your products and services. People WILL hit the back button or choose one company over another simply because they look more legitimate. People make snap judgments and poor design makes people leave.

Creating a logo to stand out to consumers, ensure your brand is at the forefront of their minds, and curate positive associations with you. Visual designs have a deep association connected to memory and emotions.

Invest in your logo design. It is often the first impression of your brand and what matters most for increasing your credibility, and should ideally last the course!

How do you create a good logo?

Get a designer! A small business logo needs to be clear, concise and easy to interpret to connect with your audience. Your logo should be

· Simple

· Memorable

· Timeless

· Versatile

· Appropriate

Unlike large global companies, most small businesses don’t have years of brand recognition or a massive marketing budget to help potential clients understand what you do. Your logo needs to communicate who you are and what you do quickly and clearly.

From initial concept to final roll-out, there is so much to consider when distilling your brand down to a single mark. No two businesses are the same, nor should logo designs be, and this is why I beg you to steer clear of logo template design sites as you will not end up with a unique logo and quite possibly something that 100 other businesses already have.

Your designer will take the following into consideration (amongst many other factors!):

· Typography

· Use of colour

· Visual elements

Choose typography that represents your values

Typeface choice is super important. It needs to be instantly legible, so you really need to pay attention here. People associate the way words look with what they say to figure out how they feel about them! Typography can create feelings and emotions without people being actively aware of it.

The typeface selection should have the right balance of aesthetically pleasing and functional, and work well with the colours and any other visual elements. Typography is used to communicate the tone of voice and personality of your brand. Pick typography that reflects what your company stands for, whether it’s elegant, traditional, modern etc.

Lastly, ensure your business name and any tagline is clear and legible. Consider how your logo will be used. It could appear on things like business cards, flyers and letterheads, even large signage and vehicles. People should be able to read it from a distance and up close.

Does your typeface communicate well, have visual appeal and represent your brand? If not, it may be time to consider a rebrand.

Choose colours wisely

The colours used in your logo design will determine how it is perceived. Colours are known to trigger emotions and give meaning. When used consistently across your marketing, utilising colour improves brand recognition by up to 80%!

The right colours for you will depend on your industry and target market. Certain industries tend to stick with certain colours – financial institutions tend to use blues as this communicates security and reliability and promotes trust in services.

Look at colours based on the feelings you want consumers to experience, taking into consideration human psychology, culture, trends, and context to name a few.

You should aim for a simple colour palette of no more than three main colours.

Visual elements

Less is absolutely more. You don’t want too many visuals vying for attention and confusing potential customers. A visual element adds interest and makes your logo memorable. It has to grab the attention of a consumer for at least 10 seconds to enable to memorise and form an opinion. However, it doesn’t need to be overly literal. For example, a roofing company doesn’t need to have a visual of a roof and a lash tech doesn’t have to have an icon of eyelashes.

Make sure that any visuals used are original and not from clip art, google etc. Over time and with consistent use, a visual association will develop.

Your logo is the visual foundation of your brand identity

In short - design matters and you do need it! It’s really, really important. Especially if you want people to hand over their hard-earned cash and tell the world about you. When you invest in your branding, you empower your small business to thrive. Investing in professional design will show your potential customers that you care about your business and how it is perceived.

Have a question about branding or logo design? Write a comment below! Need a professional logo designed for your small business? Get in touch!

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