The Importance of a Professional Logo

It has been said “You never get a second chance to make a first impression”, and this can also apply to your company’s logo. First impressions are key, which is why it’s so invaluable to have a professional logo created to consistently represent your company in the best light.

Your brand's personality influences consumers and evokes emotion. A professional logo and branding can expertly promote and develop a company’s public image, an unprofessional logo or incorrect usage of it can tarnish one. Your logo should be a unique symbol that positively represents and markets your business, products, services and corporate message. If your logo does not effectively give potential customers an accurate first glance into who your company is or what it does, you will be lost in the crowd. If your logo is not consistent in the way it is used your branding will suggest sloppiness and promote a non-professional image. In today’s competitive market it’s important to be remembered and marketing your company professionally goes a long way to standing tall in the crowd.

Your logo not only needs to be remembered but it needs to elicit trust and loyalty. If an individual trusts your company, they will become frequent customers and recommend your business to their friends and family. There is nothing better than an enthusiastic customer promoting your business to people they speak to, it’s free advertising. Just make sure your business practice aligns with the message your logo portrays. 

There should be serious consideration into what your logo will represent and characterise. More often than not little research goes into this process. Exploring the concept behind the logo is an endeavour both the Graphic Designer and an internal business member should participate in. The Graphic Designer adds value with their objective and design/branding perspective and the company representative adds value through their greater degree of knowledge about their products, services and Mission.

Here are a few aspects to think about when exploring your branding with your logo designer:

• What is your company’s Mission?
• Who is your company’s target market?
•  Are there specific products or services that are more important than others?
• What emotions do you want your company’s logo to arouse?
• Who are your competitors?
•  Are your competitors' branding working?
• Are there specific colours that represent your industry?
• Is there a specific icon that the logo should represent?
• Does your logo need to be clever, humorous, or just to the point?
• Is your company going to be global or local?
• Are there specific cultural or local references to avoid or be sensitive to?
• Are you using your personal design options preferences/likes/dislikes or thinking about what’s best for the company?
• What medium does your branding need to work across… stationary, signage, shirts, billboards, television, web etc.?
• What companies’ logos do you love?

Gaining a perspective on, and answers to, the above before the designing begins will make the creative process a lot easier and the result better. You will be more likely to end up with a successful logo that could last the life of your company. The Nike logo was designed in 1971 by Carolyn Davidson and has not changed very much since. It has become such a powerful brand that the icon alone can be globally recognised.  Coca Cola’s red script logo is known in every part of the globe, but it did not get where it is today by using a purple logo one week, yellow the next and a red one the following. Consistency and professional branding is a significant contributor to your company’s success.

So please don’t take shortcuts when it comes to branding your company. Your logo (and business success) deserves more than 30 minutes using Microsoft Paint or a $99 Make-Your-Own-Logo website package. Work with a professional designer experienced in branding, who can create a logo that will allow your company to stand out against the competition.