How much does your logo really matter in the grand scheme of things? It’s just a small image, right? Can it really make a difference?
As it turns out, yes. Logos do matter.
Corporations that positively express their company’s mission through their logos have higher customer commitment and higher revenues.
In other words, if your logo captures the eye of your target audience, you’re likely to be more successful as a whole. Which means it’s probably a good idea to invest in a solid logo that expresses your corporate identity through a combination of key graphic elements and colors.
But how do you choose the best logo that matches your identity? Here are a few things our Safeguard designers keep in mind:
Should your logo be iconic or illustrative?
Iconic logos tend to be simple and straightforward. They often have few words, relying instead on a simple icon that defines your corporate identity abstractly. Examples include Apple’s fruit logo, Nike’s swoosh, and McDonald’s golden arches. Iconic logos work great for companies with smaller budgets, as well as those with a clear vision for their logo.
Illustrative logos tend to be more complex and detailed, involving a number of graphic elements, colors, and words. Some of them even include physical places or actual characters. Examples include the Starbucks mermaid, the Walt Disney castle, and the Quaker Oats man. Illustrative logos often cost more money, but in turn, stand out from the crowd.
Is your logo malleable enough to reach the most possible customers?
Remember: your logo will be included on just about everything your company produces. That means the stationery you send, every page of your website, your place of business, all of your promotional products — the list goes on and on. Ask yourself: does this logo represent my corporate identity enough that I would feel comfortable showing it to anyone and everyone?
What colors, typography, and other graphic elements best sum up your corporate identity?
Colors, as well as other graphic elements like sketches or the type of text, have a subconscious effect on anyone who sees them. When combined, they create a new image that can have a positive or negative effect on the target audience. Consider which of these elements might add to or detract from your logo. For example, when choosing a color remember that, for better or for worse, pink is often considered girly. If you’re targeting men, maybe opt for a green-colored logo instead.
Need help designing a logo that matches your corporate identity?
Let us help you! Your Safeguard consultant and our creative design team can help you create the best logo for your corporate identity. We’ll ask you some basic questions about your company and discuss stylistic directions, colors, and imagery, then create a logo that follows the best marketing strategies. Give us a call!