Logos are the identifying mark of a company, which, especially for small businesses, can be a make or break determinate in attracting customers. You want the logo to be personable but eye-catching. So, whether you’re designing the logo yourself or having another company design it for you, here are some things to look for during the design phase:
It’s easy to get carried away with the logo design, cluttering it with too many details. While your company may stand for several things, your logo doesn’t have to turn into a coat of arms, representing all of them. Keeping it simple helps people understand what your business is about and makes it more memorable. For instance, a restaurant might use the silhouette of a bowl and fork, rather than a picture of a whole bunch of ingredients.
Colors are also an essential component, but it can be tempting to use too many colours. Spending too much money on a bright and vibrant logo may cause you to sacrifice practicality. Black and white prints and fax, for instance, will reduce the impact your logo has if it relies too heavily on colours. Keep it simple and don’t feel you have to fit the whole rainbow into your logo (unless, of course, your business has to do with rainbows, or perhaps pots of gold).
A logo’s text, although not as important as other aspects of the logo, will be a factor in attracting customers. Font style should pertain to the type of business you own. For instance, large block letters for an English pub probably wouldn’t look as good as dated cursive. It gives your business a chance to show a bit of personality; a witty saying might help to
Don’t use shortcuts. You may have to dole out a bit of extra cash now, but this is the face of your business. You don’t want some clip art images making up your logo. In the long run, a creative and original logo will resonate well with customers.
Avoid copying the visual styles of other businesses. Your business should be unique, like you. You want your logo to have a personal flair. This will stand out with customers. Plus, using other businesses ideas could result in a copyright lawsuit.
All you really have to remember is that the logo is your chance to make an indelible impression on your customers. Don’t worry about it being the flashiest or most expensive logo out there, make it something personal to the business and you. The customers are human too, and they’re looking for something comprehensible to identify with.