The Importance of Effective Logo Design

Have you noticed that you can identify a business at a glance by seeing its logo, even if the company name isn’t included the logo? What do you think of when you see a bull’s eye or golden arches? You don’t have to hear or see the name “Target” or “McDonald’s” to identify the brand. It’s all because of their logo design!

With a professionally designed logo, you can correctly guess the nature of a business by looking at its logo for the first time, even if you’ve never heard of the business. Symbols (or icons) are an efficient way of communicating information about your business.

A logo is an important part of your company’s brand and makes a significant impact on a company’s public perception. For that reason, a logo is one of the most important branding investments a business can make. When you’re considering all of the factors that go into starting and building a business, spending the money and time that goes into designing an effective logo might not seem like a top priority, but it should be.

In addition, your business might have been around for a number of years and you have a logo, but is it effective (if it every was) at communicating your products or services? As a company evolves and grows, its products and services might change and its logo should reflect that you’re growing and still relevant in current times. A logo refresh would be needed to accurately reflect a company’s growth.

So, if you don’t know just why a logo is so important to a business, then read on to find out why.

Why is Logo Design Important?
A logo is the face of a company. Most of the time, it’s the first thing a potential customer notices about your business. A logo is much more than just a visual element; it is a source of recognition for potential customers and very important for the branding of a company. If a business is a book, the logo is the book cover. It’s the logo that will help potential customers decide if your “book” is worth “opening, then reading”. Much like first quick impressions we get of people based on their appearance, we often form an opinion about a company within seconds based off its logo. A professionally designed logo is an easy way to convey to potential customers that your business is established, professional, trustworthy, credible, and provides quality goods or services.

Factors to Consider
A logo should be distinctive enough to be easily recognized and simple enough to work across multiple media. A good logo is memorable and makes a great first impression. It should be effective at any size – whether it’s on a billboard or on a pen. A good logo makes an impact both in color and in a single color (solid black or reverse-out white). With that said, shape is very important. Before getting caught up in the color and complexity, think SHAPE and picture it on a shirt, pen, at a far distance, etc.

As you’re considering logo design, you also want to strategically think about how your logo will look online – for favicons (the tiny icon you might see to the far left on a web browser that represents a company website) and as a square or rounded profile image on social media (Facebook, LinkedIn, Instagram, Twitter). Due to the online space, it’s recommended that you have an icon (or symbol), not just a word mark for your logo. If you don’t have an icon or element that symbolizes your business, be sure to have a distinctive typeface that sets your business apart. (Think Coca-Cola’s distinctive cursive typeface that sets the company apart.)

In addition to the logo shape, particular attention must be paid to colors and fonts. All of these elements help to convey a message about your brand. A manufacturing company may choose to use thick, bold fonts, a wedding photographer may use light, cursive fonts, and a law firm might choose a sophisticated, classic typeface for their logo design.

The visuals and imagery should be appropriate and distinctive for your company to avoid any discrepancies or confusion. All colors, shapes, icons (symbols) and fonts must be consistent with the idea that is to be communicated. It’s very important that your logo delivers the correct message about your company. You might also consider a tagline or slogan to better identify what your business does in a succinct way.

If you need a professionally designed logo or a logo refresh that will stand the test of time and multiple applications, contact Sparkhead Studios and let’s get the conversation started! To learn more about our logo design process, click here. Also check out our logo gallery here.