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The Logo - Outdated or Essential?
by Jeremy Duboys
Firstly, let us define what a logo is. It is an identifying symbol used to advertise and promote something -- an organization or a product usually. Usually, symbols combine a pictorial and textual element in a distinctive manner. Traditionally, a company logo is a distinct, and hopefully memorable, visual symbol for the brand to be promoted. A logo should ideally represent the core values, the aspirations, and the positive attributes of the organization.
A distinctive and instantly recognized logo can stick in the mind of your customer and identify the company, possibly one of many, from many others offering similar products or services. A good example of this is the Nike "Swoosh" logo.
The key aim of a logo is to be instantly recognizable, and for the customer to connect your logo with their perception of the high quality of your goods or service. The style of your company logo will influence your customers buying decisions.
Probably the very first thing a prospective client would see would be a company business card. This small and apparently insignificant marketing tool is a very important introduction to your company. Great care should be taken over every element of the card. A cheap and poorly produced card, with unbalanced text, or an inappropriate logo, in dreary colours, will speak volumes about the quality of your product or service. For service oriented businesses, it is even more important to create the right impression with a professional and appropriate logo on a smart and suitable business card.
In today's global market, facilitated by the internet, there are an increasing number of competitors chasing the same business. This makes it even more important to have a suitable symbol than it was in the past, when a simple coloured company name was considered sufficient. A professional logo which exemplifies the company ethos, is essential for terrestrial as well as cyberspace companies. In today's marketplace, the home business is competing with huge companies and their potentially unlimited budgets.
Selecting a suitable logo can be difficult. Often the most effective, clear and memorable is the simplest. It is important to blend the logo with the type of product(s) or services your company offers. A high-end gentleman's outfitters would be ill advised to have a scruffy cartoon character for example. On the other hand an elegant logo for a company producing children's jungle gyms would also be inappropriate. The company's image and the target audience should also figure in the selection of an appropriate logo. Another point to consider - the type of font. Try to envision your company concepts and ethos, and extract from that the type of characteristics you would like the logo to represent. For example, do you want to portray the company as strong and bold? Elegant and classy? Young and hip?
The choice of color schemes in your company logo is also important. Colors have their own role to play in logo design. Colours can convey many different moods and feelings, and you would be wise to select yours with care.
Far from being something outdated and inessential, it can clearly be seen that an appropriate and suitable logo can be a huge asset to any company, big or small. |
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