The importance of a good logo.

The logo may very well be the most underappreciated graphic of the business world. So many spend years learning the ins and outs of business in order to reach their professional and financial goals, but may skip important steps such as the first impression.

The logo provides potential clients with a quick, visual representation of your brand, and it has more power than you may realize. Quite often, consumers are forced to make a quick decision on which direction to turn for their product or service, and if one choice looks more appealing on the outside than another, they have a good chance of making the sale, regardless of the quality of product behind the scenes.

Creating a logo for a business, for example, can be a complicated and tedious process. In some cases, a business is simple and to the point and doesn’t need much from their logo, a name like “Frank’s Car Wash.” While you could do months or research, establish a long list of variables, elements and a direction for a proper logo for this business, it might be just as effective using a white sign that simply says “Frank’s Car Wash” over his small, drive through business. However, when designing a logo for a corporation with a specific objective and demographic, the process of creating a proper representation of the company is much more complicated.

A logo needs to create a feeling for the viewer. A logo for a modern war game should appeal to the majority of it’s customers, most likely teenage to middle age males. This narrows down the colors and elements that should be incorporated into the design. Take a logo for a pink pony toy company with a target audience of 5 to 15 year old girls, and it’s easy to see how opposite the two graphic will likely be. The first logo may have smoke, greens and blacks, sharp edges, large bold fonts and have a violent appearance to it, while the second may have pink and white clouds, soft edges, skinny cursive fonts and have a loving look. It’s important before beginning the design process to have a clear understanding of what we’ll be incorporated into logos such as these, as you don’t want to push away potential consumers. The same idea can apply to many different branches of business.

Detail is also a key element of a good logo. Not every logo needs to contain an incredible amount of detail, as some are much more effective being simple. Compare these two logos:

The first logo has a list of colors to use that are also incorporated into the decor of each of their restaurants. They also have chosen fonts, designs and shapes that give hints of a time period. The design is bright, catchy, and can immediately tell a potential diner that you not only don’t need to wear a suit and tie to that establishment, but kids are most likely welcome. The next logo is simple and effective. It hints that it is in motion, and is bold and sharp. The logo itself sits well on the product it was intended for, where a square or triangle logo might have been less appropriate.

Each of these businesses has a plan for what their customers or consumers experience from their first few seconds interacting with the company, whether it’s through a search online or driving by on the freeway. Getting the customer from point A to point B is one of the most important steps in business; getting your customers in the door, and that’s where we come in.

It’s our job to handle this vital step for our clients. Making sure that first impression reaches the right people and lasts beyond the first glance is something our designers do well. Take a look at some of our past clients’ projects and you’ll quickly see how creativity and experience play a key role in assisting our customers in the design process. Don’t underestimate the importance of a good logo.

Daniel Odle