Your company’s brand is a reflection of your corporate culture, mission and attitudes. Your logo is one of many elements in your branding strategy, and it has an important job as the visible representation of your firm. It has to be powerful, compelling, attractive, unique, memorable and easily readable, to name a few. Creating a logo that spells success is a challenge. A few suggestions:
Patience. Take time to focus on your target audience, mission and goals. Identify your preferences about colors and style.
Style. Traditional or abstract? Your logo should reflect your place in your industry. It can reinforce your company by cleverly using its initials or represent its services with an abstract concept.
Colors. A great logo uses eye-catching, complementary colors.
Flexibility. Your logo should have an impact at all sizes and on different media. A horizontal logo may be unreadable on a vertical product. A multi-colored logo may not be as dynamic when reproduced in black only.
Simplicity. Strive for an uncluttered image. Use an easy-to-read font. Resist the temptation to include too much information.
Your logo has done its job when it causes a potential customer to think about your company after seeing the logo.
*This originally appeared in “How To Grow Your Business,” a book published by the Gaithersburg-Germantown Chamber of Commerce.