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Creating and Using a Logo Successfully

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Whether you are a work-at-home sole proprietor or a Fortune 500 company, you’re going to have to give some major consideration to the concept of “branding”. I know it seems like everybody is talking about branding these days, but that’s because it’s a crucial part of growing a business, and it’s also easy to get wrong. Branding is, very simply, a company’s identity. This identity is a combination of a company’s core mission, message philosophy and personality and the logo is conveys these qualities on the physical manifestations of a business. One of the greatest challenges in branding can be the formation of a logo, creating an icon which visually encapsulates the spirit of a business is no easy task. Nor should it be taken lightly or rushed.

Creating the Logo

Creating a brand concept and designing a logo is as essential to a business’s growth and development as signing articles of incorporation. Without creating this foundation at the outset, valuable time and launch impact can be lost if you have to back track to create consistency later. Put ample time and resources into developing a logo early on and create something you love, because it will be with you, and everywhere, for the life of your business. Everything your company does reflects your brand, and one of the most important aspects of successful branding, is creating a kind of consistency that translates in multiple mediums. Colors, images and language will need to remain the same across various platforms, so versatility is a huge asset for a logo.

It’s important to develop a logo which is going to be attractive on both a large and a small scale. While a logo may include a tag line or a motto that gives your brand a “voice” it may be smart to develop an image that works with or without the slogan. In general it’s also wise to maintain a focus on the business’s name. Because if the name gets lost, having the most aesthetically beautiful design or the most brilliant catch phrase won’t mean a thing, because no one will remember who it belongs to.

The use of certain colors, images and lines can actually evoke specific emotions. It’s important to be mindful of the impact these elements can have on the psyche before implementing them. Is the brand fast –paced, energetic and upbeat? Or would you rather evoke a calmer, more peaceful feeling through your use of color and imagery? These are important questions to consider when even choosing the most basic aspects of a logo. Remember, the ultimate goal is to create a striking image that will immediately become synonymous with your name in the minds of customers.

Using It

- On Paper

Once you’ve got a great logo design, the next step is getting it in print. A company’s logo should go on pretty much everything a business puts out. From the labels on a product to business cards; the first place a logo has to work is on paper. In general, the logo will not be the “star” of the document. That means it should look good small, as in on business cards and the return address of envelopes. In most cases the logo should be ever present and yet not dominating the landscape. Every printed item should bear this insignia as a matter of consistency, ownership and pride.

-On Signage

At some point most brands will need to consider signage. Whether it is for the outside of a building or for a booth at a trade show or conference, most business will need to think about the bigger picture for their logo. Just like a logo should work on a minuscule scale it should also withstand being blown up. Banners and signage are important not just to attracting customers into a store or booth but for creating a channel to promote the brand name. Logo banners can be used for advertising or for recognizing sponsorship of community events. Also consider designing posters or signs which might have more mass appeal than just a business name and logo. Creating artwork that people would want to display in their homes or offices, bearing a non-invasive logo of course, is challenging but can be a very effective branding campaign.

-On Products

Logo products are a highly popular and effective way to disperse your logo to potential customers. In conference situations, the booth with the coolest free stuff is usually swamped. I mean, who doesn’t want one of those nifty-looking multi-colored back massagers? It’s important to make sure the logo fits well on these products in terms of size, color and shape. A distorted logo could result in a distorted message. Be sure that the choice of product supports both the brand message and the logo itself. But using promotional items can be a highly effective way to help you stay at the forefront of someone’s mind every time they use your branded pencil or tote bag. These items can also be a strong element of branding if used to take a stance on issues. For example, promotional stress balls or pedometers support good health as well as your business. Using logo products well can help spread your brand name bring in new customers.

-Online

A Website is almost pre-requisite for any burgeoning business in this generation. Most consumers are apt to assume you are online and may be frustrated or discouraged by a lack of an online presence. Building and marketing a website is in itself worthy of an entire department. But as it relates to logo and branding it’s not much different than paper or products. Color, text and images should all remain consistent as a business crosses form the real-world into a cyber one. It’s important that the logo remains prominent and relatively unchanged, even if adjustments need to be made for visual quality. The colors associated with a brand should be reflected throughout the site and verbiage should reflect the brands tone and personality. It’s also important to claim a company name in social media outlets, as before you know it customers will be looking for you in those venues, and making it easy for them to find you will help you develop a much stronger brand following.

Who Are You?
Just remember, a brand goes far beyond just the development of a logo; a brand encompasses the entire essence of a business and their products or services. A logo is simply the representation of those core values. Even the word’s best logo design can’t make up for a brand without substance. Establish a clear vision, purpose and mission first and everything else will follow.

Todd is a writer for Quality Logo Products a company specializing in the creation of unique logo items. He has spent several years as a writer and studying the complex world of marketing.


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