Logo Lingo
Invention Development Advice - Business Identity and Artwork

Branding isn't just for big companies. Today, products and services are bought, not sold. Branding is no longer a luxury. It's a necessity.

Successful branding starts with the right logo - one that's professional, memorable, and adaptable to all your sales tools. Your logo is a symbol that can provide consumers with instant and powerful brand recognition of your business and the services or products that you offer and over time, it establishes a sense of quality and confidence people can expect whenever they see it.

Before beginning the process of logo creation, be sure that you have developed your brand strategy. Why? Your logo is like a small ad for your company, without the strategy behind it a logo can put across the wrong message and in return weaken your strategy. You want to keep your brand message consistent to help increase consumer recognition.

Before embarking on your logo design, you need to ask yourself a few questions:

  • What is the objective of your logo?
  • In one sentence, what is the essential message of your logo?
  • Who is the consumer and what is he/she like?
  • What does the consumer know of your company?
  • What single proposition would you like your logo to convey?
  • What feeling do you want to evoke in consumers when they view your logo?
  • What elements of design must go in your logo?

Because the first key element of branding is to create a great logo, there are seven suggested logo design tips you, or your graphic designer should consider.

Keep in mind that a powerful logo design should:

  • communicate your business clearly
  • is done in an easy to read font
  • work well with your company name
  • has a strong, balanced image with no little extras that clutter its look;
  • is distinctive and bold in design, making it easy to see at a glance;
  • have graphic imagery that looks appropriate for your business; and
  • looks good in black and white, as well as in color.

Confident branding and a strong branding strategy uses design to communicate a message that attracts the target audience that you want to attract - a message that creates confidence in your brand while differentiating between you and your competitors. Does your logo fulfill this mission? If your answer is no it may be time to consider strengthening your brand strategy and looking at a new logo to re-position your company.

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