February 04, 2014

Logos: Making Your Brand Pop

Logos: Making Your Brand Pop

Guest Blogger: Ashley Wiederhold

Branding is a multi-faceted process that requires several components working in tandem to be successful. One of these elements is a logo.

Ultimately, a company’s logo is its brand’s visual representation. Your business can have several different forms of collateral that are visual in nature, but odds are the logo is going to be on all of them. For this reason, the design of an appropriate, engaging, and strategically developed logo is paramount to your brand’s identification. Kathy Savitt, chief marketing officer at Yahoo!, puts it best: “The logo is your calling card, identity, manifestation.”

Graphic designers are trained to create logos that meet the needs of businesses, but it’s critical that today’s business leaders understand why certain logo candidates are better than others. The design of a new logo hinges on numerous variables, including:

  • The target audience
  • The mission of the company
  • The values that the company has adopted
  • The attributes with which the company wants to be associated
  • The manner in which the logo will be used
  • The industry in which the company operates

Graphic designers gather these details before getting to work. Today’s top designers will take this information and translate it into a series of characteristics for the visual brand identity. A fantastic infographic that breaks down the various elements of a great logo, below , was designed by 123Print and has been making its way around the Internet. As the infographic explains, everything from the color to the font can make a difference in the values, attributes, etc. that your logo conveys.

  • Color: The color of your company’s logo needs to be visually appealing, of course, but it also needs to set the tone of the brand message you are trying to convey. For example, if you are looking to create a bold, vibrant brand image, you may try to avoid using pastel colors in your logo.
  • Font: The old phrase, “It’s not what you say, it’s how you say it,” is so true when it comes to your business’ logo. The right font will attract your target audience—and help you manage the expectations of potential new clients. For instance, a company that wants to instill a sense of dependability may want to stick with serif fonts.

A logo should, through its individual components, create a visual representation of your brand that pops. This is the first impression that many people will have of your company or product, so make it count!

Logos Making Your Brand Pop

Entrepreneur article

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