What Makes a Good Logo?

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A logo is a design, graphical representation, image or symbol that represents a business or organization. Really, it’s more than just an image! It is and will become part of a larger marketing concept for your company. Ask yourself what you would like for your customers to perceive or identify with your logo.

Some logos are designed around color. Studies have been conducted about the psychology of color and how different colors evoke different emotions. Green is used to imply wealth or expense, a marketer might use a green logo to imply an increase in perceived value. Blue on the other hand has a calming and soothing effect. Multiple colors can be used to accent and highlight specific parts of the logo. Accented and highlighted colors should be contrasting and complimentary.

Logo Portfolio

Logo Portfolio

One thing we always ask our clients is how their logo will be reproduced (ie promotional items, print, web, signage, etc). Promotional materials will require consistency to reinforce the company or product image. We suggest that every business have some form of promotional item to leave behind. Be sure to keep these very essential mediums in mind as they can later harm you in the end!

Logos should be simple, and not overly elaborate or complex. Newer businesses and technology companies should have modern logos, while long standing businesses may want to use a logo that emphasizes their business experience. That does not mean that an older business cannot freshen or enhance an older logo, they may just want to retain certain qualities so their logo is still recognizable. Rarely do established businesses depart drastically from an established logo. For this reason businesses should select a logo that has longevity. Once you establish and build a strong corporate image, you will want to retain it.

Remember, logos are the building blocks of a company or product identity. Be sure to take the time to research your company name (if you are just starting your business) and have your logo created that reflects the values that you, as a business owner, want associated with your business. Send a message back home to your customers and attach a tagline to it to help reinforce your underlying message.

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6 responses to “What Makes a Good Logo?”

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