Friday 11 May 2012

The Impact A Great Logo Has On A Business

Logo Design
When a company decides to have a logo created, the up-front goal is obvious. The company hopes that the logo will generate business. Logos do more than attract customers. A good logo tells a story about the company and establishes it as a reliable authority in its field. This is all accomplished with symbols and the company name.

What Makes a Great Logo?

A great logo should never be too trendy or try too hard to be artistic. A Digital Dreamer says that if your logo is too trendy, it can actually "lead to lower sales." But being too artsy is not the same as being smart with design, colors and symbols. A Digital Dreamer further states that a successful logo must be both "functional and practical." The right logo is easily associated with the company, gives some type of company background and is memorable. A pretty logo is worthless if it says nothing about the company. According to William Haig, the CEO of Powerlogos Design, "The logo symbol and name must work together."

Business printing is only effective if what you are printing represents your company accurately. When you see a great logo, it makes you think favorably about the company it represents. That's because the company took the time and had the foresight to invest in a great logo. When you see a poor logo, it leaves you flat. Not only are you unlikely to remember the company, you're unlikely to bother to figure out what the company does.

Sebastian Guerrini, of Buenos Aires based Guerrini Design Island, says it's important when designing a logo to consider three things: "the clients, the target audience and the culture." A symbol might have one meaning in the United States but a completely different meaning in China. If the company is planning to conduct business worldwide, this aspect of logo design cannot be overlooked.

When a company is involved in a high-tech field, it would be inappropriate to use a logo that looks antique. If the company specializes in finding antiques for its customers, then an antique appearance is beneficial to the logo. In that case, the company's name is forever intertwined with the concept of antiquity. That makes it easy for potential customers to recognize the logo, to remember the company's name and to associate the company with its business. Renowned designer Saul Bass said that matching the symbols and typeface used in the logo to the company's business gives the company credibility to the viewer. William Haig said, "What to put in the logo is 90 percent of the logo design process."

A great logo doesn't happen by accident. It is the result of good, old-fashioned planning. The use of symbols is important, but using too many symbols can make the logo confusing to the reader. A logo should look good on a business card, an invoice, the product and anything in between. If it doesn't fit on any type of business advertising or correspondence, it isn't a good logo.

A logo can attract or repel potential business. It can establish a company as an authority in the business, or it can make the business look like a novice. It all depends on the symbols used and how they represent the company. Twentieth-century critic and theorist Kenneth Burke said humans are "symbol-using, symbol-making and symbol-misusing animals." When designing a logo, the most important factor is to use symbols accurately for the best impression. 

Logos can make or break a company. It's the first thing a potential customer uses to decide whether or not to conduct business with a company. A bad logo will send clients elsewhere. A company's logo is the first chance to make a good impression. Sometimes it's also the last chance. Here's an example of a great logo.

About The Author: Jessica is a specialist in business printing and marketing. When she is not writing for, you can find her cooking up a storm in her kitchen.

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  1. I realise this is off topic but while your blog looks nice it would be far better if you'll be able to use lighter colors too in the design. This will encourage a lot more readers come to check it out more often!

    1. Thanks for your valuable input Jacob. I am looking to change the layout of the blog in the coming months and I will take your suggestion on-board.

  2. Hi. I wanted to drop you a quick note to express my thanks. I've been following your blog for a month or so and have picked up a ton of good information as well as enjoyed the way you've structured your site. I am attempting to run my own blog but I think its too general and I want to focus more on smaller topics. Being all things to all people is not all that its cracked up to be.


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