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To Logo Or Not To Logo

Why do you need a logo? What’s it’s purpose and do you actually need one?

In this blog post, we’ll look at the purpose of a logo and whether every business actually needs one.  Many businesses either have no visual identity or a poorly designed one – is that even a problem?

Conveys A Message To Your Target Customers

A logo speaks to your customers – very often it’s the first thing they see of your business – from a business card, to the internet to an advert. It’s the first customer touch point. It will say something about your business. It is important a logo conveys the right initial messages to your customers. That may be conveying – a fresh dynamic brand or something more conventional and reliable. The important thing is it needs to convey an ‘intentional’ message. A logo with no thought and sloppy typography will convey exactly the wrong message – lack of care and attention. A logo can appeal to customers on the basis of style, colour, shape, and typeface. A logo is important in starting that very first conversation with your target customer. It doesn’t need to appeal to everyone just the market you’re interested in. A company without a logo is faceless – almost unidentifiable.

Makes You Identifiable And Stand Out From The Rest

In a world of information overload and advert bombardment, you need your logo to be recognisable. That instant identification is important. It’s not just the reserve of large international corporations like IBM, Nike, FedEx – it’s just as important for local businesses to be seen and heard. This is especially the case with the growth of the internet. The first thing a customer will do when looking for a local business is reach for the mobile. You need a logo that can stand out from the rest on the small screen real estate available. Yes, you need a strong offer but first impressions count and a logo is part of that.

It’s Everywhere!

Logos are everywhere these days – it use to be just the shop front sign you needed to worry about, not now a logo has to translate across a plethora of platforms.

  • Business cards
  • Stationery
  • Signage
  • Vehicles
  • Uniforms
  • Web design
  • Social media
  • E-Book

A versatile logo is the requirement. Again no logo or a poorly thought through one will constrain your business – either reduce customer appeal or target the wrong customers. Customers are visually sophisticated and a logo designed inappropriately for the communication medium will cost dear in the long run.

What’s In A Logo?

There’s a misconception that a logo needs to have some form of a graphic element with it – text only is an option. Rather than overly complicate a message and force something – very often with logos keeping it simple is best. A company name appropriately typeset can work just as effectively and in some cases more effectively than combining with different graphic elements. Above all, it should be unique, confident and bold. It should be timeless – which is why it’s best to avoid trends. Designed well a logo will communicate confidence and professionalism.

Consistency

A logo should be used consistently across your marketing platforms. A designer will very often provide a ‘style guide’ to go with a logo and branding piece of work. This important document specifies how the logo is to be used – colour, size and typeface guides. These need to be followed carefully to ensure that consistency – not doing so will mean you’re communicating different messages to your customers which will confuse them.

Spend a moment to look at your own company logo or lack of and think what is it saying about my company, if you can ask your current customers. Often a logo is chosen because the owner of a company liked it – when in fact the basis for a selected logo should be what appeals to your customers and they can be two very different things. A design agency will guide you on this and try to drive you away from making a personally biased decision towards a selection based on strong customer/competitor research.

Yes, you do need a logo but it needn’t be overly complex. A simple logo consistently applied across marketing platforms is very often all that is needed.

Buzz Web Design and Consultancy

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