Logos – Putting Your Best Foot Forward
A recent post in at MassiveLinks webmaster help forum asking for a review of a logo design got me thinking about the importance of a logo and its branding capabilities, strong and weak. The old adage that a picture is worth a thousand words is never more true than when it comes to a logo design that will represent your company, its mission, ethos, and much more, it is imperative to be proactive – make your logo design an integral part of your business marketing planning. A good logo will speak volumes of about your company, its products or services, and its focus or mission. Likewise, a poorly planned and designed logo could be speaking a thousand words you do not want associated with your company. For these and a multitude of other reasons, it is best to not leave your work in the hands of amateurs; you will get what you pay for.
The Poetry of a Good Logo
In writing, one of the toughest things to produce is good poetry; every word counts. Designing a logo is not much different really – it requires encompassing a multitude of information about a company to a condensed, well representation of the company as a whole. Poetry is limited to a usage of judiciously chosen words because everyone of them have a potential connotation and interpretation as a single word, but more especially in the context of their usage and the application and deployment of specific terms in correlation to others; a well designed logo is no different really – every single element must be able to stand alone as well as compliment the overall message. While poetry for many is the ultimate challenge in writing, a good logo design is the great achievement equivalence in graphic design; sum up an entire chapter about the company in a single logo design. It is a lot tougher than it may sound; good logos are created by great graphic artists who fully appreciate the uniqueness of your company.
Good Logo Quality Marks
A good logo should meet certain goals or quality marks, chief among them is its ability to stand alone as the correct representative of your company, its products or services, and compliment and coordinate with your overall branding and marketing campaign. A few things to consider when choosing the final design, layout and message of your logo may include:
Brand Recognition – will those viewing your logo be able to distinguish it and you from others? A powerful, visually stimulating and and provoking logo will be able to stand alone in representing your company. Yes, a single image with no words can speak volumes about you and your company. A relevant, easy to remember and associate image that is your company logo will leave a lasting and profitable impression upon it’s viewer while poorly conceived logos will leave your potential customers wondering and wandering onto other businesses or service providers.
Color and Clarity – will your logo easily convey your message and intent or will it detract and subtract from your intended goals? The colors used in a logo also speak volumes about your company; choose wisely. A crisp, clean and polished look will achieve clarity and leave a lasting impression – a single silver apple and I know I am looking at Apple / Macintosh, for example.
Register and Trademark Your Logo
Once you have found that perfect logo to represent your company, do not forget to secure your creativity and credibility by registering your logo. It would be a shame to go through all of that effort to find the perfect poetic description and visual representation of your company only to have it diluted by some hack wannabe who copies it. With a registered logo (trademark) you will have legal recourse if someone uses or abuses your logo without permission.
Finally, find a professional. It does not have to cost hundreds of thousands to create the perfect logo, but if you want a clean, polished and professional look for your company’s graphical representation, then you will want a logo that speaks of its professionalism with a simple viewing.