Some business owners, specially small business, think that a logo is a side issue that is not worth investing any time, effort or money to get. However, the importance of the logo or a strong corporate identity cannot be underestimated. Your corporate identity sends a strong message to your clients about who you are. It establishes a feeling of trust and confidence that encourages them to do business with your company rather than going to someone whom they do not know, or who does not have an established identity.
Consider yourself doing a search on Google, would you choose a company who does not have a professional logo? Would you trust doing business with a company that is not even concerned about having a professional image? It is out of the question that a professional logo conveys a feeling of trust that attracts clients to your business.
Even if your company’s office is in your basement, or in a building that no one ever sees, if your business cards, website, and other corporate material reflect a professional image, your business will appear more established and successful.
With a logo, you can use a symbol and/or font style to convey information about your business that can be easily remembered by prospects and existing customers. It empowers your business to communicate using both visual (symbol or a graphic style) and auditory (your business name) signals, which makes it more memorable. A logo is an important part of your company’s brand, which embodies the nature of your business and determines how your customers think and feel about your organization.
There are some very important guidelines to bear in mind to have a good logo:
1 – It should be focused message about the nature of your business.
2 – It includes a visual part, not only text. Visuals have a stronger impact and are easier to remember.
3 – Keep it simple and easy to understand.
4 – Make sure you use colors that differentiate you from your competitors.
5 – It is preferable to use 2 Pantone colors, however, you can ask your designer not to use more than 3 Pantone colors.
6 – Ask you designer to give you a 4 color version of your logo, in addition to the Pantone version.
7 – Ask you designer to give you an RGB version of your logo corresponding to the CMYK version to be used in print.
8 – Make sure that the designer gives you the logo in a scalable format, to avoid any distortions that can result from scaling.