The use of symbols in communication has been documented since the time of the hieroglyphs. Symbols are used to convey the depth of information in an effective way and can be used to replace what usually requires a lot of explanation. Symbols are a great way to create a concept – take roadside signs as an example. With this in mind, the idea is the same when it comes to business.
When creating a logo, you can use a symbol and/or font style to convey information about your business that can be easily remembered by prospective and existing customers. The information enables the business to communicate with both visual (symbol or graphic style) and sound (company name) signals, which makes it more memorable. Moreover, the logo is an important part of your company’s brand, which embodies how your customers will perceive your business.
The importance of logo design for small businesses cannot be underestimated. This also applies to when you build the brand – whether to invest in creating a brand or not, but in the end, you create your brand anyway. And it is entirely up to you whether this brand conveys a positive or negative image or feeling in the minds of customers.
Logo design and brand are very important in establishing relationships with new customers. If a customer searches for an accounting company, for example, and finds two companies on Google – the first that doesn’t have a professional logo design and the second that has one – which company do you think will be more attractive to him?
Even if your company’s office is in a basement, or in a building that no one ever sees, if your business cards, website, and vehicles reflect a professional image, your business will be more successful and trustworthy.
You have all the freedom in the world when it comes to creating your logo. However, there are a few subtleties that need to be considered if you actually want to represent your brand in the most impactful way.
• Make it as easy to remember as possible
• Make sure it matches your business. You cannot have a logo with a mouse when your product is for cats, right?
• Make it clear instead of overdone
• It should effectively draw attention and be easy to remember
• Your logo should help you build trust and interest
• You need a logo that stands out from the competition. Do not copy your competitors, come up with something new and unique
Before making contact with your company, customers build their first impression from the logo. They may have already seen it online or in print, on letterhead or business card. If the logo is well presented to the potential customers, they would potentially choose you over the competition, because your logo can tell them a lot, inspire many associations, positive or negative, and is your first opportunity to attract the attention of your customers.
A well-designed logo speaks volumes about your commitment to your business and can become a trusted brand for consumers for years to come.
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