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What Does Your Logo Say?

The company logo is something you should have, probably have, and probably take for granted. But it is the foundation of your branding efforts. It’s what your customers are going to remember after they walk out the door. With Nike you remember the swoosh, with Coke I remember red, and with Apple computer people remember an Apple but they associate these images with a brand. Your logo will represent you everywhere. Whether your online or off-line it is your public face. The question now is do you know what it is saying.

Assuming you have a logo or are considering having one created you might want to consider these questions.

1. Is it Unique? If you downloaded your logo from VistaPrint it is not unique. If you created it yourself but you’re not a graphic designer it’s probably unique but not very good. To answer the question whether your logo is unique in your industry do a Google image search using industry keywords and the word logo and see what you find.

2. Does it Send the Right Message? Just because you used some random shapes and creative fonts does not mean you are sending a message. Your logo needs to speak to your audience. For example, if your company is a low-price leader in your industry than the imagery you use needs to support that message.

3. Is it Easily Read? Don’t use fonts that are hard to read. I’m personally not a fan of using a font such as arial either because it’s very plain but it can work at times. Choose a font style that ads a little something extra but is not overwhelming. The bottom line is that the text in your logo needs to be easy to read.

4. Does it Have Staying Power? Except for some minor alterations the best logos last for generations. Every logo has the ability to change. What you don’t want is to have to re-create the logo from scratch. So take the time to get it right the first time. If you feel that your logo does not have the staying power you desire then go ahead and redesign it. Just remember that the second time around should be the last time around. After that you want simple changes that keep it fresh.

In many ways your logo is your brand, it is the public face of your company. You want it to be memorable and you want it to send the right message. So take the time to consider whether your company logo is doing what you want it to do. Ask your customers what do they think of when they see your logo? How does it speak to that? You might be surprised by the answers.

If you need help designing a logo for your company or think it’s time to update your existing logo and change the message it is sending then call our office at 615-890-3600 or email us. We can help create or tweak your logo to help better represent your company.  



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