Image is everything.
Although this phrase is cliché, it’s never been more relevant than in our current social climate. Whether as an individual or a company, the advent of social media, e-commerce, and general web culture has trained consumers to make snap judgments regardless of the product. Realistically no matter what you’re selling, one glance is often all you get. Accordingly, it’s crucial that whatever image is out there representing you or your brand delivers an accurate representation of who you are and what you stand for.
If you don’t believe this, consider the following scenario. As a business owner, you find yourself having to make an important hire that will impact the growth and success of your company for the next ten years. After reviewing all of the applicants, you narrow your search down to two resumes that impress you the most. Prior to interviewing these individuals, you hop online and do a little research on each candidate by checking their Facebook and LinkedIn profiles. Candidate 1, we’ll call her Mary, has a nice professional head shot and maybe a picture of her family in the background. Candidate 2, we’ll call him Brett, has a picture of himself in a Kenny Chesney t-shirt, holding up a tequila shot. Although you might not take personal offense to Brett’s photo, it’s tough to debate which of the two candidates exudes more professional credibility based on first impression.
As a business, think of your company’s logo as your “profile picture.” What your logo does or does not communicate about your company can affect your potential clients’ buying decisions before you ever get a chance to talk to them.
Here are some important tips to consider when designing your company’s logo:
Your logo isn’t an afterthought, stay away from stock options
If all your business needs is a logo, you’re in luck! There are literally thousands of websites that offer free logo designs that are fully editable, and basically ready to use. I’m here to tell you though that if you choose to go with a stock option, you are sending a message that you don’t take great pride in your product, which may make consumers hesitant to look further into your services. Investing a little extra in a unique and professional logo can help you make a greater first impression.
Be clean, simple, and original…
As obvious as it sounds, simplicity and originality are the two cornerstones of great logo design. If you think about the most iconic logos of our time, remember the impact that a couple arches, a swoosh, and a partially eaten fruit have had. The reason is that while these are simple ideas, they are also highly different and memorable. Just like a fraction, taking the time to break your business down to its simplest root can often yield the best logo. Once you’ve identified a clean, simple symbol you can focus on adding elements to make it entirely your own.
…But clean and simple doesn’t mean it doesn’t tell a story
Even the most basic design can contain elements that tell a much deeper tale about your business and what it stands for. Starting with a simple, concrete foundation and tying in elements that represent your business will add layers to your logo and take it from noticeable to attention-grabbing. A logo that is simple enough to be memorable but deep enough to drive curiosity can help your brand stand out in a competitive marketplace.