What Does Your Logo Say About Your Business?

Iconic Logos
If, in the business of communications, ‘image is king,’ the essence of this image, the logo, is the jewel in its crown. – Paul Rand
  Paul Rand was the American art director and graphic designer best known for his corporate logo designs, including IBM, UPS, Morningstar., Westinghouse, ABC, and NeXT. The simplicity of his designs stands the test of time because they speak to people. And at the core of logo design lies one simple truth.  

People do business with companies they recognize and trust.

  To this aim, a logo is the simplest visual representation of your organization. It acts as an anchor in your customer’s mind they use to establish familiarity and trust with your organization. Often subconsciously, it is the mental association we use when thinking of a company. Think about it, what’s the first thing that comes to mind when you think of Coca-Cola? A good logo must accomplish a lot of things in a very short time. It communicates the personality and the core values of your organization, as well as what the organization does. The best logos stand the test of time over decades. Some logos are so powerful and well recognized, they don’t need a wordmark. They are memorable and easy to recognize. Viewers don’t spend more than a second to get it. But as simplistic as some of the best logos appear, a lot of care goes into their design. The shapes, colors, typefaces, and even the white space; it all has a deliberate meaning. There are many aspects to consider with a logo as part of a larger branding strategy. This is why truly professionally designed logos can really set your brand apart from your competitors.    

A great logo should achieve the following principles:

  1. Simplicity: Is the design simple enough to stay iconic and easy to recognize? Or is it busy, with nonessential elements that can be confusing?
  2. Memorability: Can the viewer recognize it quickly? Or does it need more than a few seconds for the viewer to think about it and get it?
  3. Versatility: Can it be displayed in color, as well as black and white? Can it scale? Can it look great as a favicon? On a t-shirt?
  4. Appropriateness: Does this logo fit in with its desired audience?
  5. Timelessness: Will this logo be recognized in 10, or even 20 years?


So What Does Your Logo Say About Your Organization?


What Does Your Company Stand for?

Start by questioning yourself. Why are you in business? Think about that unique story. Why does your organization do? What sets you apart from countless other competitors trying to succeed in your industry? Put yourself in your client’s shoes. What should come to mind when they think of you and your brand? What values do you stand for? When you find the genuine story, you’ll create a long-standing, authentic relationship with your clientele. Ultimately, it’s worth taking the time to self-reflect.


Does Your Branding Look Professional?

Image plays a significant role in establishing credibility. Do you look “small time”? Or are you projecting a professional image? Is there a consistency to your branding strategy? It’s not just the actual logo. Does the aesthetic carry over to your website? Business cards? Letterhead? Social media (Facebook, Google+, Twitter, YouTube cover pages and avatars)? Creating a consistent image throughout all of your business communications goes a long way towards establishing your reputation. After all, customers expect a consistent level of service from your product offering. They want to know what to expect every time they come to you. Your branding should be a part of that, equally consistent.


Does Your Branding Match Your Products and Services?

You could be the finest watchmaker in Switzerland, but if your branding and logo don’t reflect that, chances are you won’t get very far. A logo has to match the tone of the product, the DNA of the brand. Is it playful and young? Or serious and dependable? A logo can come to represent all of these things. It can’t stand for everything to everyone either, so you need to decide what you want to focus on. That decision will dictate the brand’s design. There’s nothing worse than having a conflict between a product and its branding. Sending mixed signals will confuse your customers and they won’t build confidence in your products and brand over time. There’s nothing wrong with creativity, but more often than not, simple ideas evoke positive emotions from clients.  


In What Context Will it Be Seen?

Will most people come in contact with your brand on a store shelf? On the internet? On coffee cups? Giant billboards or neon signs? What looks good while flipping through an idea book could look terrible once it’s wrapped in a package? Observe your logo from the same perspective your customer will see it. In any situation, a logo can be visible in a multitude of ways, from shirts to letterhead to mugs. A good logo should be flexible enough to fill all these needs without feeling broken.


The Bottom Line.

Your logo is the crown jewel of your organization’s image, and it needs to project the right image to your customers. A good logo can easily pay for itself in time, becoming valuable in your customer’s mind and propelling your business further.    

About our professional logo design services.

An established and trusted brand SELLS and lets you compete with more than service and pricing. Over time, it can grow to become valuable on its own, propelling the business forward. At Axford, we believe any serious business calls for a professional logo. At any stage, from inception through the business lifetime, it needs a professional look that reflects its current values and DNA. We design every single logo with care, meticulously crafted for your own brand values. We work with you, step by step, to ensure a very personal process to a successful end. We fully invest in each project as we fully understand the emotional attachment one has to one’s business and brand.

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