LOGO: AS IMPORTANT AS THE COMPANY ITSELF

LOGO: AN IMPORTANT ASPECT OF COMPANY’S BRANDING AND IDENTITY

Your company logo is your companys face to the world. Its one of the first things someone will see when they visit your website or look at your product packaging. A unique logo is one of the main ways people remember your company.. It should give those who see it a feeling for what your company does just by looking at it. It should give people a sense of trust to buy from your company.

Logos are the foundational element of a company's branding strategy.

Logos are a critical aspect of business marketing. As the company's major graphical representation, a logo anchors a company's brand and becomes the single most visible manifestation of the company within the target market. For this reason, a well-designed logo is an essential part of any company's overall marketing strategy.

PURPOSE

Corporate logos are intended to be the "face" of a company: They are graphical displays of a company's unique identity, and through colors and fonts and images they provide essential information about a company that allows customers to identify with the company's core brand. Logos are also a shorthand way of referring to the company in advertising and marketing materials; they also provide an anchor point for the various fonts, colors and design choices in all other business marketing materials.

DESIGN PRINCIPLES

Good logos should be unique and comprehensible to potential customers. Although there are myriad choices for color, visual elements and typography, in general a logo should help convey some information about the company, or be designed in a way that gives some sense of meaning about the company or its industry. For example, cutting-edge firms and tech/construction companies tend to have angular logos to convey speed/accuracy, while service-oriented firms have rounded logos to provide a sense of service and trust.

BRAND IDENTITY

Logos are the chief visual component of a company's overall brand identity. The logo appears on stationery, websites, business cards and advertising. For that reason, a well-designed logo can contribute to business success, while a substandard logo can imply amateurishness and turn off potential customers. However, a logo should cohere well with other aspects of a company's visual presentation: No logo, however well designed, can look good when surrounded by contradictory graphical elements or inconsistent fonts. This is why a logo is the basic unit of a larger brand identity that includes company fonts, colors and document-design guidelines.

Avoid re-creating different types of logos for specific purposes (e.g., letterhead and business cards) or having similar-but-not-identical versions for print and online purposes.