Understanding your logo's impact when starting out

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Date: 23 February 2021

A man sketches out some ideas for a company logo

Logos are everywhere and most people on the street can instantly recognise the logos of the biggest sports equipment manufacturers, car companies, and restaurant chains. While many of these are recognisable because the company itself has such a huge presence, the logos themselves are striking, simple, and memorable.

Given the size of the brands behind the most recognisable logos, as well as the ocean of logos out there, you could be forgiven for thinking that a new business' logo won't have much of an impact. However, it's these small images that make the most impact on those who aren't familiar with your brand, and so, they can be the most important part of your marketing plan.

With this in mind, here's what you need to know about the potential impact of a logo for your new business.

The impact of a logo

A company's logo is used everywhere, from its packaging to the headers and footers of its documents. As such, it's essential that it provides meaning, which comes in many different forms. It's not so much used to sell, but instead to represent something, such as an intended sentiment that customers recognise when buying its products or interacting with its services.

One of the world's leading designers, Paul Rand, describes a logo as being an identifier rather than a direct seller of the business, being derived from meaning and symbolism rather than a description. Furthermore, for many designers, the logo has to represent a strong product for it to hold weight, with the subject of the logo having the potential to be just about anything to assist in the identity of the business.

Of course, it's also beneficial for a business to have a memorable and easily recognisable logo to resonate with potential customers. To achieve this, sticking to one idea and keeping it simple is the proven best way to go. From the golden arches to the smile, the tick, to the panda; it's all very simple and easy to remember. To further enhance the strength of your logo, it's important to be distinguished from the competition - where so many others use the same imagery and fonts, go in a different direction.

How to go about getting your perfect logo

As mentioned above, anything can be the subject of your logo, even something that seemingly isn't tied to the product. For example, one of the most instantly recognisable emblems of the clothing industry is a little crocodile, and the largest ecommerce site in the world has a mere two-part smile as its logo. To get started, you'll want to pick the aesthetic that you'd like to use. This could be a classic style or a simple image with a few basic colours, the retro style of hand-drawn imagery and text, a minimalist image or something more quirky. The options are endless.

The question of whether you should incorporate text, which is likely for the full form of your logo, also comes into play. Something as simple as the font that you use for your company name in logos can have a considerable impact. So you must consider the psychology of typography . For example, the use of serif fonts often relays a sense of respectability and tradition, while doing away with the flare with sans serif fonts gives a cleaner, more modern aesthetic. Script fonts tend to relay a sense of creativity and elegance, while display text is more fun, friendly, and unique.

Once you have these factors down, you can begin to explore the impact of colour on the human mind. It's subtle, and many don't notice it for much of their lives, but people naturally respond differently to different colours. Red is said to provoke the strongest of emotional responses, being the warmest colour and associated with both danger and passion, excitement and aggression. Blue is very much the opposite, often relaying a sense of calm, stability, serenity, but also sadness, and, strangely, productivity.

Picking the right aesthetic, typography, and colour based on the sentiment that your business wishes to relay will go a long way towards getting the most out of your logo.

Making use of the expert logo designers

It's all well and good having a master plan for your perfect logo, but many of us simply aren't very artistically inclined. Luckily, there are accessible services at hand to provide free logo design services for your business. Not only does an online logo maker create a design in minutes, but each design is also completely customisable.

You can also make all the amendments that you want, playing with the text, colour, and font as you see fit. This way, you get the benefit of professional logo design ideas which, at the very least, give you a good starting point. The key is to try several styles and formats, see which ones relay your brand the best, and then hone-in on the perfect combination.

Integrating your new logo into marketing and branding

With your logo agreed, it's time to integrate it into your business' branding and any marketing plans that you have: doing so will cement your logo with your company identity. When going about the process, you'll find that the smallest of your problems is the visible brand message, with branding being more like an iceberg. However, this is where your logo comes into play, helping to cement, and be forever associated with, your company message and sentiment.

Next, it's on to integrating your logo into all of the relevant areas of your business. You'll want a couple of different forms of your logo, from a full name and image to a short-form image-only icon. From there, it'll be tactically placed on your website, app tile, as your email signature, across social media, on promotion apparel, stickers, invoices, packaging, and everything in between.

Your company's first logo means a lot more than having an image to stamp on your products, so working out the perfect one can help you take that first leap into the world of business.

Copyright 2021. Article made possible by Stuart Erikson.

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