Logos are a necessity for any business. A logo doesn’t have to be fancy. Even if the logo is just the company’s name in a certain font, that combination gives consumers and customers a certain feel for the company. That logo now has a personality and a brand that communicates with people.
It gives customers a feeling of security. Start-ups that don’t have any money are generally the businesses without logos. If you have the money and the initiative to create a logo, that tells customers that you plan on being around for a long time. Your business will look more stable with a logo across all materials.
It can focus your marketing materials. If your business card has a different look and feel from your brochures, which have a different look and feel from your letterhead, you won’t look like a unified company. Some might think they’re looking at marketing materials from different companies. By focusing your marketing materials, your business looks more professional. You look like a company that can be counted on.
Creating a Logo
Many logos have some sort of shape: Target has the bulls eye, Nike has the swoosh, etc. That’s not to say you can’t just use your name. FedEx comes to mind (although theirs has an arrow shape between the “E” and the “x”, which is so clever – I love it!) along with Hobby Lobby. Lowe’s is mostly their name, albeit with an outline of a roof around it. But see, that just shows how simple a logo can be and still be effective. You don’t need fancy graphics – you just need something that is unique that consumers will know is yours and not your competitors’ down the street.
Now this logo isn’t for a company, it’s for Reno’s green initiative, but it’s a good example of what could be a logo based on type. This could easily be Reno’s green initiative logo.
Even without the tree background, the words could stand on their own on a business card or letterhead. The leaves and branches growing out of the “green” as well as the coloring adds to the uniqueness of the logo. The connection of the “p” and “g” also give a feeling of growth. And by changing the weight of the font of “reno” it gives the logo some depth and focus.
Do some research into businesses like yours for logo ideas. Don’t steal anyone’s idea, but use other logos as a jumping off point.
Look at fonts to see which give off the personality and brand of your business. A cursive font would work for a whimsical store but not a lawyer’s office.
Pick colors that represent the feeling you want. Research color psychology – color affects people’s thinking. Red can make people aggressive while blue can be relaxing.
Design a clean logo. Less is more when it comes to logos. The more lines and images you have, the worse it’ll be. Pick no more than two fonts and no more than two images to create your logo. Generally, one of each is plenty and the best logos only use either text or an image – not both (Nike, Target).
Don’t use clip art and don’t get trendy with the design. Your logo should stay with you for at least 5 years, or better yet, for at least 20 before you change it. If you keep changing your logo, your customers won’t know how to recognize you.
Above all, your logo needs to be memorable and it has to be unique to your company. Get lots of second opinions on logo options and pick the one that conveys your company’s values the best.