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When you have a custom logo designed, that’s when you feel like you’ve really made it. But it’s wrongly considered one of the most enjoyable aspects of establishing a small business. Finding the perfect graphic designer who gets you, translates your vision into an actual logo and shares a similar style preference is difficult enough, but that’s just the beginning. Once you have a logo, the real work begins. It is important to remember the purpose of a logo, which is steeped in marketing and branding. A logo, at heart, is a multifaceted idea (your business) that has to be conveyed in an image. That image has to be memorable in the right ways, easily recognizable, not to be confused with anyone else’s logo and ultimately speak for your company. It is the symbol of your business and, ideally, it remains basically the same throughout the years. Perhaps this last point is the most important: A logo builds your brand, so you cannot change it on a whim. This requires you and your designer to consider current trends, what makes a logo classic and how to design a logo you can love for a lifetime. Logo have four major themes: 1. Repetition What many non-graphic designers do not realize is that a logo is repetitive in a good way, and not just because that helps it stick in your mind. This repetitive nature also reflects your business: It subconsciously lets your customers know that it is consistent, reliable and comforting. Think of the logos that pop into your head right off the bat. Even if you’re not a fan of a certain fast food joint, you can probably envision the most popular logos and would be hard-pressed to say they haven’t been consistent over the years. 2. Brand recognition A logo also serves as a reminder that your business exists, what it stands for and what your identity is. Some logos have text, others don’t, but the good ones are instantly recognizable, even from a distance. This is critical, especially for brick-and-mortar businesses that might be vying for attention on a busy street or strip mall. For example, if you’re a coffee shop competing with other coffee shops on a street, you want your brand recognition to serve as a siren’s call. 3. Your one chance for a first impression If you think your website, social media pages or blogs are your real first impression, think again. Any one of these platforms might be the first place a potential customer sees your business, but perhaps they noticed your storefront as they were walking by. No matter how you get discovered, your logo should be what is noticed first. Whether or not the name is built into the logo, people instantly form an idea of what your business could be, its quality and how well you fit with their needs. 4. Anchoring Particularly for new, small businesses, you need to anchor yourself. Your logo’s colors, design, images and fonts anchor your brand from the day it is created. It’s that stability factor once again. Everyone needs stability, including businesses and their customers. Putting your logo on customized gear helps reinforce these four pillars while also encouraging customers to serve as free, walking advertisements for you. Word of mouth is still a great marketing tool, and custom logos help in that too.
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