What Does Your Logo Say About You

What Does Your Logo Say About You



In the marketing world, a​ lot of​ attention is​ given to​ the concept of​ “image”, both on an​ individual product level and for a​ corporation as​ a​ whole. Researchers know the perception of​ a​ product or​ service can be vastly different from actuality. Business owners are faced with the difficult task of​ communicating to​ their consumers exactly what benefits they will derive from using their product or​ service vs. the competition’s offering.

One way businesses do this is​ through their logo, or​ their corporate identity. Part of​ a​ logo’s impact comes from repetition, the very act of​ seeing a​ familiar symbol on a​ continual basis. Every company, every branded product or​ service needs a​ logo for this purpose.

Because logos are everywhere, it​ is​ essential for a​ logo to​ have meaning; to​ present to​ the subconscious mind of​ the consumer a​ message about the corporation and/or the product it​ represents.
Of all the factors that comprise corporate image , the most significant one is​ that of​ integrity. Integrity, in​ itself, has components: honesty, loyalty, determination, strength, completeness, dependability.

Another element that is​ important for a​ corporate or​ product image is​ value; the consumer must perceive that they will be receiving something of​ worth for their money.

Leadership is​ another factor; it​ connotes a​ knowledge of​ the marketplace and the ability to​ conduct business in​ such a​ manner that others in​ the field acknowledge this company’s worth.

Innovation is​ another important component of​ image. Businesses want to​ be seen as​ creative, knowledgeable and able to​ meet consumer needs with the newest and best products and services.

To build such an​ image through logo design requires the use of​ all of​ the tools a​ graphic artist has in​ his armory: fonts, color, placement, size, pictures and design motifs. Logo designers know that some images require a​ sense of​ movement in​ the logo design; some need the strength of​ heavy block lettering; logos for products for infants, for example, would be best served with soft pastels and lines that are rhythmic and flowing rather than having sharp angles.

Any entrepreneur seeking a​ logo for his company or​ product should first choose the elements he or​ she wants to​ present as​ a​ communicator of​ the corporate image.

Knowing the relative weight of​ each factor, a​ logo designer can then create a​ logo that catches the public eye and imagination, sends a​ subliminal message about your company’s image and indelibly imprints the logo in​ the consumer’s memory.

There are four options for actually getting the design work done. From a​ freelancer, an​ ad agency, from an​ online logo design specialist like LogoWorks, or​ by doing it​ yourself. All have benefits and drawbacks, but for most small businesses hiring a​ freelancer or​ using an​ on-line company are the most effective and affordable methods.




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