In the marketing world, a lot of attention is given to the concept of “image” – both on a product level and for the company in general. Business owners are faced with the task of communicating to their consumers exactly what benefits customers will experience from using their product or service versus what the competition is offering.
One way businesses set themselves apart is through their logo. Part of a logo’s impact comes from repetition — the act of seeing a familiar symbol on a continual basis. Every company and 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 or service it represents. Of all the factors that comprise a company’s image , the most significant one is that of Integrity. Integrity has components of honesty, loyalty, determination, strength, completeness, and dependability.
Another element that is important for a company 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 signifies knowledge of the marketplace and the ability to conduct business in a manner that causes others in the field to acknowledge the company’s worth.
Innovation is another important component of image. Companies 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 while logos some may 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
Any entrepreneur seeking a logo for her company or product should first choose the elements that server as a communicator of the company’s image.
Knowing the relative weight of each factor, a logo designer can create a logo that catches the public eye and imagination, sends a subliminal message about your company’s image, and imprints the logo in the consumer’s memory.
There are a few options for actually getting the design work done. A freelancer, an ad agency, an online logo design specialist, or creating it yourself all have benefits and drawbacks. For most small businesses, hiring a freelancer or using an on-line company are the most effective and affordable methods.
For help with creating your logo, contact us and we will gladly work with you to create the perfect logo.