Everywhere your business appears online, there is potential for customers to interact with you. In order for you to engage customers, they must know who you are. That is why your branding strategy needs a fantastic logo. The logo is a crucial piece in your brand recognition.
Here are some things to remember while brain storming about what you want in a logo.
1. Your logo should be unique.
In a world filled with so many choices, standing out from the crowd is important. If I mention computers, you may think of a piece of fruit with a bite out of it. Printers; a bright blue circle with white letters cut into it. However, if you see one of those company’s logos, you’ll immediately know who they are and what they sell.
Apple and HP have done a good job online marketing by establishing their brand identity with a simple, clear logo. If I ask what your favorite beverage is, you may picture an hourglass shaped green bottle with white cursive letters on it. Coca Cola has one of the most recognizable logos on the planet. When you see that familiar logo on the shelf, you have no doubt what product it is. Most companies can only hope for such global recognition, but a unique logo can still help you stand out from the crowd.
2. Your logo should be crisp.
If you can weave a message about your company into your logo, great. However, identity is the most important factor in your branding strategy. Some companies like FedEx and Amazon have managed to craft simple, recognizable logos that include information about what they do. That does not mean that your logo can’t be recognizable without it. Equally recognizable but with significantly less symbolism is the UPS Shield and the Honda “H”. All are simple and clear, unique and readily recognizable icons that immediately call to mind a trusted brand.
3. Your logo should be consistent to your branding strategy
Identity is key and consistent use of your logo will help establish your brand. Every single bottle or can of the worlds’ most popular beverage has their logo; either the full “Coca-Cola” cursive script or their mini logo, “Coke”. It’s so consistent that it’s ubiquitous in everything related to the product. Bottles, cans, boxes, crates, fountains, trucks, t-shirts, hats, billboards, TV commercials, vending machines and even museums can be seen everywhere with the familiar logo that has changed so little over the years.
As your products befriend your customers, make sure that the logo is there, as the friendly face they all want to see and look for in the crowd. As your company grows, be careful about how your logo changes. If you decide that a logo needs modernizing, maintain the major element of the design so that recognition is not lost. HP is a great example of a logo that managed to get simpler and more concise over time without losing the major theme or recognition.
Hopefully, your company will grow to have the opportunity for such widespread familiarity. Don’t be afraid to firmly affix your logo on all of your products, packaging and correspondence.
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