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The most famous companies in the world are instantly recognizable by their logos. From Disney’s mouse ears to Coca Cola’s iconic font, logos are part of what makes a brand great. Big businesses can spend millions on creating logos for their brands, and the controversy when they’re changed shows how attached consumers can become. But a professionally designed logo isn’t just for big brands, in fact, anybody with a business should invest in one.
Why do you need a logo?
As a small business, you may think that a professionally designed logo is expensive, or unnecessary. However, all businesses can benefit from the instant recognition a logo provides. People retain 80% of what they see, compared to just 20% of what they read and 10% of what they hear. A potential customer might not remember your business name, but they may remember a good logo.
A logo can give the impression of a ‘bigger’ more established brand, something that will appeal to potential customers. Plus, having a logo can ensure consistency and add a more professional look to your marketing materials.
Should you change an existing logo?
Sometimes, a logo just needs updating. Whilst many brands have seen the downside of this, there are times when old, or outdated logos simply no longer reflect your brand. Over the years, Google has consistently updated its logo, reflecting the fact that it has remained a leader in its space.
So how do you go about getting your own? Use our 5 step guide to create a logo that your customers will remember.
1.Choose your designer
If you don’t currently employ a designer, you’ll want to hire one for this project. However, gone are the days where hiring a freelancer was a difficult or expensive process. There are now a number of websites that cater specifically to businesses that want to work with freelancers on a short-term basis. Make sure that you check reviews and ask for previous work samples before you hire anybody. A couple of our favourite sites for hiring freelancers are Fiverr and People Per Hour, both of which allow you to browse a selection of designers.
Once you have chosen your designer, you will need to brief them. It’s worth putting some extra effort at this stage to ensure you give a good brief, and reduce the likelihood that your designer will come back with something that is completely wrong.
2. It’s not all about illustrations
Logos may bring to mind illustrations, however many of the most successful logos in the world have been created using just a well-chosen font.
International super-brands such as Google to Coca Cola and Chanel have created instantly recognizable logos using just type. Alternatively, Apple, Nike and Starbucks make use of illustrations that reflect their brand.
When it comes to choosing a font for your logo, it may be tempting to choose something completely fresh. However, consider using an established font in order to make use of pre-existing connotations your users may have. For example, which of the below fonts is the friendliest? The most professional? The most luxurious?
3. What’s your brand personality?
You may not have thought about what sort of personality you’d like your brand to have. By thinking about the sort of characteristics your business would have if it were a person, you can refine what you want from a logo. Are you friendly? Sophisticated? Trustworthy? This may just sound like an exercise in marketing, but it will all inform the what your designer creates for you.
4. Consider the competition
Take a look at any logos used by your competition, and think about how you can differentiate yourself. If you have better customer service than your closest competitors, perhaps you could choose a rounded, friendly font to indicate your approachability. If your products are more high end, you can use a more sophisticated font. Can your company or USP be better explained by illustrations?
5. Where is your logo going to be used?
If you’re planning on printing your logo – on anything from shop signs to bags to books – mention this when speaking to your designer. Usually, simplicity is best. If you have an incredibly complex logo you may find that it can’t be used in every situation, leaving you in a potentially frustrating situation.
Bring together notes on the above points when talking to your designer – they’ll appreciate it. Once your designer has come back with their initial designs, make sure that you show it to the rest of your team (or even customers). The winning logo may not be the one that jumps out straight away, and harnessing as much feedback as possible will ensure you choose the perfect one for your business.
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