Logos, Their Use In Corporate, Company & Product Branding by Jack Potter
A logo—whether a unique typeface, monogram or clever symbol—is your company's first statement about its marketing position and its branding. (See link below)
Your average targeted prospect is bombarded with thousands of verbal messages daily, so words become a blur. But a well-thought-out graphic design is easily remembered. We all know that the mind can draw many conclusions after one quick look. To take full advantage of that fact, your logo should convey the right images that help the viewer to create the conclusions you want them to have about your company or corporation.
Take A Quick look
Look at your logo. Quick, what images come to mind? Your company logo communicated much more than just your company name. It screamed to the viewer: Professional! Creative! Dull! Classy! Boring! Disorganized! Economical! Cheesy! Trustworthy! Cutting edge!
It left impressions. Getting the your company's logo to slam home the right message about your business or product, at the right volume, is vital. Ultimately, your business logo must convey clearly what your company does.
Hire A Professional
A great logo should be a perfect blend of insight, creativity and communication. Hiring a professional firm to develop a logo is a must. Only a professional logo design firm can innovate, draw upon proven artistic communication tools, and know what will render well in any medium.
The business owner should know what concepts need to be conveyed in the logo, but must leave the concept and the graphic design to the professional. You wouldn't hire a pro and then tell him/her what to do, would you? In fact, the owner shouldn't choose the final logo…because the owner is not the person whom the logo must impress! It must impress prospects and existing clients.
In Company or Corporate Logos, Confusion Is Your Enemy!
Confusion is the enemy of any great marketing program. Before choosing a logo, a small business owner should define what images the company must project. If you coach your sales staff to extol "quality," but your logo does not reflect it, sales mysteriously won’t close. If your desired message is "low-cost leader," too glitzy a logo will convey that you're overpriced and make too much profit.
A logo is your company’s most important first introduction. If the logo doesn't attract immediate attention, and state a clear message that aligns with your sales team’s message and the message in your promotional materials or web site, then potential customers it will lose interest because they will become confused. Remember, confusion is your enemy!
Test That Company or Corporate Logo
Before making a final choice, "impression test" (see link below) the top logo designs out in the marketplace. Ask your clients, potential clients and others in your industry to select from among several different designs. Get them to vote on their favorite, they’ll love it and they’ll buy into your new image.
Ready To Get Started?
So you’re ready to get started? Let’s talk about your logo. What should it communicate and to which audience? What are the key words or phrases that trigger your sale? To contact us, go to the contact section on the gray navigation bar at the top or just Click Here
"Is Your Logo A No-Go?" "Logo Design: Standing Out From The Crowd." | |
