What Your Company Logo Says About Your Organization

Why it is important to have an appealing and effective company logo and the elements that go into creating one.

A logo is often the first opportunity a company has to make an impression. It is present on almost every piece of advertising, from business cards and letterhead to promotional coffee mugs. Many small businesses make the mistake of underestimating the importance of a company logo.

A company logo is supposed to visually represent an organization's values in a succinct way. Some logos are nothing more than stylized text; this makes it easy for people to recognize. The text-only Coca-Cola logo, for example, is unmistakable. Other techniques include the use of recognizable images or of a unique symbol that was specifically created for the logo. One approach is not necessarily better than the others, but it depends on the nature of the company.

Visual appeal is one of the most important things to consider when creating a logo because every element affects the way a logo is perceived. It's vital to use the right colors to achieve a desired effect. For example, studies have shown that blue is a calming color and that the combination of red and yellow makes people want to eat (this is why the combination is used in many fast food logos). Fonts are also important aspects to consider. Lettering can be done in solid block letters to illustrate a business that is strong, authoritative, and professional. This may be a good message for a law firm, but probably not for a spa or a line of baby clothing. The shape of an image, whether it's rounded, square, or angled, evokes different emotions.

In addition to accurately representing a company, a logo should be unique in order to differentiate it from competitors' logos. This will help people remember it and recognize it. It may seem like a good idea to emulate a successful or famous logo, but it is much better for your business to gain fame in its own right than to be similar to someone else.

A poorly conceived logo can send the wrong message to potential clients. If a company chooses to use questionable or confusing marketing campaigns, then people may jump to conclusions and assume that a company will not provide quality service. Small details have the ability to affect people's opinions of a business and to distinguish one competitor from the next. An effective image is especially important to lure potential customers who have never previously worked with an organization; it can attract new business or drive it away.

Logo artwork should be suitable for use on all different types and sizes of advertising materials, from business card magnets to billboards. Your business might not currently be ready for major marketing, but it's better to be prepared for when the time comes. Your logo is a valuable business asset and it should be treated as such! Be sure to safeguard the original files and ask for several different formats, including a layered file (if applicable). Believe it or not, it's not always easy to recreate existing artwork.

Remember, most people can tell the difference between a professionally-created logo and a homemade logo. Graphic designers spend a lot of time studying the visual arts and they know how to make a visually appealing and effective company logo. Your money is well spent when you hire a professional to complete this task, and having a quality logo is the first step to a successful marketing campaign.