A logo is a key branding component that accomplishes several things for your business. For starters, your logo functions as the core of your brand. It plays a significant role in influencing the public's perceptions of your business. It inspires trust, loyalty, and admiration from your customers. It identifies and differentiates your business from the competition. Lastly, a logo works to attract your ideal customers. In order to make the most out of your logo, you will need a great logo.
What makes a logo great? While designers may have similar approaches to the creative process, there really isn't a straightforward or standard procedure to achieving logo design success. However, there are 10 fundamental characteristics that make a logo great.
1. It Reflects Your Brand
A great logo visually communicates your brand. For example, a jewelry store would stay away from using neon colors, casual fonts, or cutesy icons. Why? Because these are not consistent with the image the brand wants to portray. A jewelry business wants to be associated with luxury, sophistication, and high-quality. So, instead, its logo needs to use elegant and conservative design elements that advocate that brand image.
"A logo doesn't sell (directly), it identifies." – Paul Rand
"A logo is less important than the product it signifies; what it means is more important than what it looks like." – Paul Rand
If you want your customers to take your business seriously, then invest in creating a great company logo that tells them you are indeed serious about your business. This is one of those things that you cannot afford to skimp on or neglect. A solid initial investment will be worth every penny for years to come.
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