A logo - more than just an image Ideograms, typography, psychology – who knew putting a logo together was so complicated? But let’s be honest, we all make snap judgements and opinions based on first impressions, so with this in mind, surely your business’ first impression is just as important? Your business logo is often what makes that first impression, but having a good logo is more than just brand colours and creating a good slogan. It can have a lasting impact on your business, and is something that shouldn’t be altered too often – familiarity is key, so it’s best to get it done right, at the start.
What should a good logo do? • Build initial trust – a professional logo gives the impression that you know what you are doing, you are experienced in your field and that your service is a professional one. • Be describable and memorable - If you can’t describe what a logo looks like – how can you expect it to be accurately remembered? • Stand out from your competitors - different is memorable. Don’t look like everyone else in your market place, think outside the box – be bold, brave and unique. • Be relevant - your logo should be relevant to your industry, and to ensure this is achieved research your competitors branding to get a feel for the right direction. • Reflect your positioning - If you want a high end, high revenue business, make sure your logo reflects this through the use of colours and typography.
A logo breakdown A logo is comprised of a number of elements, all working together to give an overall look or feel. If one of these elements is wrong, your logo can look imbalanced and this can result in a frustrating process, so let’s break the elements down:
Typography - this term refers to the style of the font you decide to use. Typography is massively important, as the style of the text you choose sets the whole tone of the logo. For example, the Gucci logo is clean and stylish – it oozes sophistication through a very simple serif font. It connotes quality and expense, and is evidently aimed at those with impeccable taste and expandable wallets!
So, what now? Take a blank piece of paper and write down all the words you would like your customers to feel when thinking about your business…now look at your logo, are those words and feelings reiterated here? If the answer is no, you may need to tweak the font, alter the colours, or maybe add a strapline to really bring it all together, or possibly rebrand. Perhaps you are a new start business needing some advice? At Colourwheel Creative we work with you to brainstorm some ideas and concepts at a free initial consultation.
Ideogram - From around 2014, many corporations started to use an ideogram, which is either a sign or icon that allows the customer to still recognise the company name even if the rest of the elements of the logo were stripped away. Ideograms are often used without the accompanying text on social media – such as the golden M of McDonalds or the Nike tick. The psychology of colour – all colours have clear connotations whether they are subliminal or not, for example, we associate green with calming and nature; industry sectors tend to favour different colour palettes, whilst darker, bold colours tend to be used in the banking and insurance sectors. Strapline - also known as a tagline, catchphrase or slogan, your strap line should be short, catchy and simple, and when used well, can become synonymous with your brand. In theory your strapline should be no more than around 8 words and should reflect the essence of your company in a snappy phrase that is memorable. Essentially, it should say something to clarify your business industry, or to reiterate your unique selling point (USP).
Michelle Wright colourwheel creative info@colourwheelcreative.co.uk 0785 486 3395