Let’s start with this, your logo is vital to your business because it communicates ownership, quality, and values. It’s imprinted on your products and services, your business card, website, social media, and more importantly, in the minds of your clients.

Your logo is likely to be one of the first interactions people have with your company and it’s your opportunity to make a solid first impression, show you deliver a quality product/service, and visually express your business goals.

What is a logo and what makes it good?

A logo is a combination of text and imagery that expresses to people the name of your small business and creates a visual symbol that represents your vision. It’s a big part of your brand identity (what people will see).

A good logo is memorable and differentiates you from everyone else. It has meaning built within it. 

Your businesses’ belief system, core values, purpose, mission, and vision is what your brand is built around. That’s what people remember and tell their friends about; not your logo.

No one really cares about your logo (except for graphic designers, or those with an eye for design). What people care about is their experience and what your brand is advocating for. Good design not only looks professional on the surface it also signifies something deeper.

Why does your business need a logo?

A well-designed logo builds trust and people stick around because of it.

It tells likely clients who you are, what you do, and how that benefits them. It demonstrates to people with no prior knowledge or experience with your business that you do excellent work.

If your logo seems unprofessional, people will surely question how well you’re capable to deliver your products and/or services. Have you ever chose one company over another simply because they look more legit? People make snap judgements and poor design makes people leave.

Cultivate a strong logo to stand out to consumers, ensure they remember your brand and create positive associations with you. Logos have a deep symbolic association connected to people’s memories and emotions.

Invest in your logo design. It’s what matters most for increasing your credibility and pulling consumers in.

How do you create a good logo?

A small business logo needs to be clear and easy to interpret to quickly connect with your audience. It’s important to keep your logo simple so it works across multiple media platforms and is effective at any size.

Unlike large companies, most small brands don’t have years of brand recognition that people associate your business with or a huge marketing budget to help consumers understand what your business does. So, your logo needs to clearly communicate who you are and what you do in an instant.

From concept to roll-out, there’s much to consider when boiling your brand to a single mark. However, a great small business logo only needs three things: great typography, simple colours, and a strong visual element.

Make sure your company name is clear and legible. Consider how your logo will be used: your logo could appear on screens, business cards, letterheads, signage, and packaging just to name a few. It needs to be readable from a distance and up close. And if your logo has a graphic element make sure your typography is in balance with the icon.

Ask yourself, does my typography achieve an effective level of representation, communication, and visual appeal? If your answer wasn’t a definite yes, it may be time for a rebrand.

Pick colours wisely

The colour of your logo will determine how it is perceived and has the power to drive purchasing decisions. Colour triggers emotions and gives meaning. And when used consistently across your marketing, colour improves brand recognition by up to 80%.

The right colours depend on your industry and target market. You probably noticed that certain industries stick with certain colours. For example, financial institutions tend to use blues because blue communicates security and reliability. Brands use blue to promote trust in their products and services.

Pick your colour (s) based on the feelings you want consumers to experience and the actions you want them to take. Take into consideration human psychology, culture, trends, and context.

Use a simple iconic element

Although 72% of the best brand names are made up of words or acronyms, those names create an image in someone’s mind using typography. The same can be done with graphic elements, symbols, and icons.

A visual element adds interest and makes your logo memorable. It has to grab the attention of a consumer for 10 seconds so they can memorize it and form an opinion about it.

Your logo is the visual foundation of your brand identity

Design matters and you do need it! Especially if you want people to give you money and tell the world about you. When you invest in your branding, you empower your small business to thrive.

Have a question about branding or logo design? Send us a message! Need a professional logo designed for your small biz? Get in touch. View some of our logo designs here.

The article is authored by EMILY KRAUSE