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If you are interested in starting your own business, a fitting business logo is mandatory. Business logos not only help you identify your business or products and services, but they also pre-sell your identity. That is, business logos build your brand. And as you are already aware, branding or image building is crucial for any business undertaking.
Your business logo should tell everything that your business stands for in an image, a tagline or a combination of both. Various companies adopt various techniques to achieve the perfect business logo. This is because a business logo is your first, and sometimes the last, impression of your business ideas.
Importance Of Logos
Logos are such an intrinsic part of our lives that we often fail to value their importance. A telephone logo on a signboard tells us there is a phone booth in the vicinity. Water flowing from a tap indicates presence of running water. The three stripe logo outside a shoe store tells you that Adidas shoes are available. The golden arches forming a yummy M outside an eatery tells you that you will get your favorite McDonalds snack inside. One look at the ‘one side bitten into’ apple on a signboard, and you know it is Apple Inc and that you can trust its quality without any hesitation.
Creating or designing business logos are neither child play nor a Herculean task. What you need is clarity of thought, precision in designing and a thorough knowledge of aesthetics. It is good to remember that no two logos depend on the same element of design. McDonalds uses color and shape (bright yellow M on a red background), Apple uses an image (a bitten into apple) and Coca Cola focuses on typeface. But all the three are equally recognizable and unique in their own ways.
Rules Of Business Logos
While deciding on your business logos, lay emphasis on only what your business is all about and what you want to tell the world. Although there are no strict guidelines to design the most effective business logos, yet there are some rules that have been followed down the years.
Business logos differ with industries. Though there is no strict rule, some conventions have been followed since they have worked from inception. Business logos appear in high tech, service oriented and business-to-business industries.
• High tech industries – generally use angular and multi-cornered business logos to convey innovativeness
• Service oriented industries – generally use smooth and rounded business logos to convey friendliness and approachability
• Business-to-business industries – follow the middle path. Their business logos combine the chiseled and rounded look to convey stability and to build trust in the company
Depending on where your business stands on the spectrum, decide on the type of business logo that will work for you.
A Timely Reminder
Your business logos should reflect your business goals, your marketing strategies and your future business prospects.
Just like in the days of emperors and kingdoms, the ‘ring seal’ on letters said it all, your business logos appearing on every letterhead, business card, website, magazine, brochure, pamphlet and hoarding should tell the world of your services. Business logos are one of the prime sellers of your services. According to experts of the trade, there are 6 golden rules of designing business logos:
• Business logos should be honest to the core – this means, you business logos should not look like “something that you came across in the magazine the other day”. It should reflect your personality, your vision and the quality of your services. Be creative by all means, but take care not to miss your target. Make your business logos abstract (any pointer with a swish to signify speed; a high power bulb in the darkness to signify innovation etc). Make sure that your business logos are clear in their intentions.
• Business logos should remain simple – this means, your logo should avoid intricacies. Don’t try to say too much with your business logos. Let them be attention grabbers and bring you business. However, to achieve that, business logos will have to give away something of what your business stands for. Your business logos should represent the UPS of your business.
• Business logos should look best in grand old black and white – if your business logo does not work in black and white, it will not work in any other color on earth. So, try out your business logos in B/W and then work on it to give other color tones.
• Business logos should be aesthetically pleasing, irrespective of size – whether your business logos are seen on business cards or billboards, they should look appealing on both. That is the true test of a successful business logo.
• Business logos should maintain artistic balance – this means, no particular part of your business logo should attract you more than the other. Use of color, line depth and shape should be such that your business logos should be one unified art form.
• Business logos should be placed strategically – depending on who, where and how your product will be used, your business logo should be placed on your product. Pens and pencils have their logos at the rear end because the rear is exposed to the buyer. Automobiles have logos both in the front and the rear. This is because you see both from different positions. When you are walking past a parked car, you notice the logo on the bonnet. If you are behind a car, you get to see the logo at the rear. So, the position of the business logo depends on the position of the object and the amount of exposure it receives.
Why Do You Need Business Logos In The First Place?
You need business logos as much as a scientific experiment needs apparatus. You need business logos to make your business known to one and all. Experiments need apparatus to prove to the whole world what the scientist’s mind has in store for you. Similarly, business logos show what your company stands for.
Experts have identified several reasons for the need of business logos for your organization.
• Creating a brand image not only begins with business logos, it is dictated by them – everything your organization does to create a brand image, begins with your logo. All the tools used for sales and marketing bear your business logo. It is your business logo that reaches every corner of the world. Your brand sells or does it not? Who decides? Your business logos. A swish is one of the simplest business logos today. And it is the best brand creating tool. It is easily remembered as it can be easily reproduced. Simplicity of design, effectiveness of simplicity and ease in remembering make your business logos branded.
• Fastest visual cue to your brand in a time crunched world – in a world that is always running after time, it is not unusual to slow down only in the face of instant gratification and everything that hits your sight. Very few people have the time or the inclination to read your advertisement. But they will definitely have the time and the interest to look into your business logo. So, it is all that you have to capture the market. Give all, subtly and overtly, in your business logos.
Swati Banerjee is the owner of Writing Ink, a web content management firm based out of India, that services clients from across the globe. Please take a minute to visit http://www.writing-ink.com to experience how the bright young minds here make magic with words!
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