Your logo is the single most important marketing tool you have- second only to your website, perhaps. It will not only TELL people what you are about instantly, but it will impress upon them an idea, impression and feeling. And for this reason, a logo is much more than a clever design or well-placed word. You need to make sure the subconscious message it sends accurately reflects your brand.
At Fortune Marketing Company, one of the services we provide is logo design and consulting so we are constantly reminding small business owners and entrepreneurs that logo creation is a multi-dimensional process. You must take it seriously and not trust just anyone to your logo. Doing so could risk sending a message you didn’t intend to send.
Here are my tips for creating the best small business logo:
- Hire a pro. Like a small business website, leaving your logo to an amateur is the biggest mistake you can make. This is your image- your brand! You want to make sure every aspect of your logo represents your brand accurately. One mistake and you could unintentionally send the wrong message. You could even miss out on potential business
- Watch out for over-design. Designers design and most traditional designers are artists, not marketers. Great design doesn’t necessarily translate into great marketing Be sure to hire a logo designer who understands what makes a good logo; someone who understand marketing. Otherwise you could end up with a nice piece of art but an over-designed mess of a logo.
- Keep your small business logo simple. Too many colors, images and words will wreck your logo. Keep it clean, clear and simple.
- Does your logo invoke the right feeling? Studies show that consumers buy on emotion. Every image and branding element you put forth will instantly invoke some feeling or emotion in the consumer. The consumer may not even be conscious of it, but it will be there. Be sure you’re invoking the right feeling.
- Choose logo colors wisely. As mentioned above, your logo will evoke feelings whether you intend to or not. Colors are the biggest influencers of emotion. So, while red might be your favorite color, it wouldn’t work for a dentist’s or attorney’s logo (red says: blood, rage). Choose your colors wisely to be sure you’re stirring the right emotions.
- Size matters. Before you say ‘yes’ to that logo design, shrink it down to business card size. Does it still look good? Or does it look like a blob? Too much detail or design is disastrous for small logos. So, make sure the size and design are appropriate for all uses.
If you would like a new logo, contact us we’d be happy to help you create a new look for your small business.