DNA is a molecule that carries genetic information. It is the material that houses the information about how a living thing will look and function. In marketing terms this equates to a company logo.
A logo is a fundamental component of branding and marketing. Similar to DNA, it will establish the look and feel for all other branding and marketing efforts.
A logo includes a unique combination of topography, color, shape, and form that represents the core of an organization’s brand. It is the starting point for all things that follow.
A strong logo is distinctive, yet intuitive all at the same time. It quickly conveys a company’s purpose and supports the overall business strategy.
The right logo will help differentiate itself amongst a sea of competitors. It will allow the target audience to connect at an emotional level, while also imprinting on the audience so the viewer remembers the organization and it’s purpose.
Logo Design is a Long-Term Investment in Your Brand
Make no mistake, a logo is a long-term investment in your business. It should come before website design, brochure creation, or printing of business cards.
A quality logo will need to be designed by a professional designer. Someone who has formal education in design and who understands the importance of bringing fonts, colors, and shapes together into one cohesive presentation.
Five Important Elements of Logo Design
When entering into the logo design process, we recommend that you keep five elements in mind.
Keep it simple – The more complex a logo becomes, the harder it is for the mind to digest and remember it. Keeping the logo design simple will allow it to be intuitive and remain meaningful.
Spend time to explore typography – Selecting the right fonts is one of the most important steps in logo creation. The font used in your logo will carry over into your website and other marketing collateral. Selecting a font that is easy to digest and distinctive is key to creating a strong logo.
Consider color options carefully – Color can create an emotional response so it is best to carefully consider color theory in selecting your logo’s color palette.
Make it memorable – If I asked you about the logos of NBC, Coca Cola, Google, McDonalds, eBay, or Ford Motor Company you would (or should) immediately have an image of the logo appear in your head. You’ve pulled this logo from memory and you were able to do so because it was memorable. It imprinted on you and it made a long-term impression.
Remember versatility – Your logo will be used across a variety of mediums from traditional placement like stationary and business cards to digital properties such as websites and social media accounts. Make sure your final logo design will accommodate both traditional and digital usage.
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