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The quality of your logo can mean the difference between success or failure. It can be that simple!
Trademarks
and Logos make up the most international language in the world. An
excellent logo can cross many barriers and provide your organization
with a means of delivering to your customers an unequivocal and uniform
message. Every successful company has its own "personality," and
just as human personalities are complex, so too is your company's
personality. A successful logo is a means of condensing a complex
reality into a single, simple statement, one that can be controlled,
modified, developed and matured over time.
Your logo needs to be much more than just a
distinguishing mark for your company. It must be an
indication of quality, value, and reliability.
Does your logo do these things successfully?:
• IDENTIFY your company, product, or service.
• DIFFERENTIATE it from the mass of other
similar companies. • COMMUNICATE information as to your products
value and quality. • ADD VALUE by causing you to provide a quality service in order to maintain your company's reputation.
•
REPRESENT potentially valuable assets. When people see your logo, can
they tell by the design that your product or service is of high quality.
If your logo doesn't do these things, then you might
need to update it, possibly seeking professional
advice. Is your logo design really that important?
It
is extremely important! Your logo is a part of the foundation on which
you build your brand. Especially since the recent explosion of Internet
businesses, but even before that, consumers have an overwhelming
variety of choices. Chances are that whatever you are selling, there is
something similar to it available. Chances are there is someone in
direct competition with you right now. Yes, there are very few products
that are shielded from direct competition because of a patent or for
some other reason. It is because of this that much of your efforts in
marketing and branding should be concentrated on
building a distinctive and differentiated "brand
personality" for your company.
Take
the success of Coca-Cola and Pepsi-Cola. There is some difference
between these two products, but this difference is very subtle. Plus,
there are hundreds of other brands of cola on the market. Even so,
these two brands, Coke and Pepsi, are able to dominate the world wide
cola market. What is the main factor for their success? It is the
strength and appeal of their brands.
And what is the foundation for their brands?
It is their powerful Logos!
Your logo is the means by which you can distinguish
your products and services and therefore serve both your needs and the needs of your customers.
Ok, so what are the TOP 5 components that make up an excellent logo?
1) Long lasting style.
It
is often tempting to adopt a design that looks really cool at the time
but that can become outdated very quickly. This leads to the logo being
constantly changed. Your logo designer should resist the urge to change
your logo unless it is really necessary. It is only after consumers
frequently see your logo that people may start to notice it. (Sometimes
this is after you are already bored with it)
2) Distinctiveness.
It
is interesting to note that many new companies adopt logo styles that
are very similar to everyone else's. Don't go overboard though, your
designer should be sensitive to cultural norms. A really wacko design
wouldn't do well in funeral home. However, you should still seek
distinctiveness. 3) Appealing to consumers.
Your logo must be appealing to those who aren't
affiliated with your company. This means you must
test your logo. Show it to your customers and see what they think. Ask them what emotions it evokes in them.
4) Conveys the right image.
What image are you trying to get across to your
customers? Corporate? Upscale? Franchise looking?
5) Legibility
No
matter what you do, if people don't understand your logo, then it will
be ineffective. Who are you trying to target? Where are you going to be
displaying your logo other than your web site? Will it be on your
letterhead, business cards, auto signs? Does your logo put out the same
message no matter where it is displayed.
In conclusion, your logo
is central to your company's "personality". Even if your company has a
great personality, if your logo doesn't convey that, then people may
get the wrong idea and never do business with you. Within your logo and
company name is held all of your investments, because it is this clear,
identifiable aspect of your brand that the consumer uses in selecting
your company or purchasing your products...
The author, Nathan Cain has more ideas that will help your business marketing efforts. Visit his
promotional
products web site at http://www.Web-Magnets.com
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