Smart Business & Design 101
Components of a Great Logo
There are some things that are consistent with any type of business and one of those things is the need for marketing. Marketing is more than the act of sales or sharing information about your business. It’s an art in more ways, than one. Consider technique for presentation and approach as related to the audience you want to attract vs the audience that comes aboard. One deals with the marketing tool of choice and the other the language. Both must fit together in a strategic way and in turn highly influence the style of design used to communicate your message. This is how you measure the results of your marketing and if the audience you prepared for is NOT the audience you attract, then maybe you can make a few changes to line things up better.
A company often uses a symbol of some sort to represent the face of their business and in recent times many fast food chains are using a person. Take for instance Papa John’s, Popeye’s Chicken and KFC! I absolutely love the Colonel Sanders representation, by the way! It’s pure comedy. These are more creative symbolism that tie buyers into advertising and make it more memorable, but it all starts with an idea. At the meat and potatoes of an idea, a marketing specialist corresponds with graphic artists to generate a visual to compliment the finished presentation. The primary symbol for a company being the logo comes from many realms, however while simple may work for some professional industries such as the field of law, medicine, pharmaceuticals etc., with the increase of entrepreneurship, no one can afford to be generic with their brand.
Once upon a time, this was the norm due to originality of services, most communications being predominantly printed due to lack of technology and limited competitors, in new markets. More established and publicly traded companies who started here such as Walmart, Home Depot and Coca Cola have been growing for decades and were pioneers in their lines of business. So after 50+ years they are able to spend the big bucks on marketing and advertising and are also rebranding to reach a new generation. So the question is how do you leverage what you have to get your small business growing now?
Since, getting started is the hardest part of turning an idea into a business… Think about this first, what is the most important aspect about your company or what you do? What sets you apart from other service providers and businesses that sell similar products and what do you want your audience to remember about you? This is relevant because your brand communicates just that. In doing so, think of a creative way to communicate that via a positive message that is NOT overused. Do your research or hire someone you trust, to do it for you. A logo is your starting point and it can be one of the main things that you use to share your brand across all mediums of marketing. Remember, repetition is the key to increase your reach with advertising and marketing. I’m going to share my five “C’s” for great logo design, because presentation is everything:
- Coherent (Clear to read and understand)
- Cohesive (Transfers well across all mediums of marketing/advertising)
- Creative (Not overused and an original spin on relevant idea)
- Compatible (Draws a clear line from your business to your business’s industry)
- Calculated (Make sure the color theory and idea mesh to make an impact)
Without attention to detail in the planning stages, you could end up with a list of hit and misses that leave you totally discouraged in the results department. While ideas may be original they still need to be relevant and easy to explain. In the end it is YOU, that will deliver your message to the world and why approach this matter unprepared? Don’t leave the livelihood of your success to chance! Get connected with the trends for your business industry and line your ideas up in a professional manner. In doing so, your business can grow with a brand that continues to deliver results because it started on a great foundation. A custom logo can be the beginning of a series of good investments that assist you in setting your business apart from your competition and land you the opportunity to pitch to the client of your dreams. Do you have a great logo? Not sure, test it with the five C’s! If not Cre8tive Media wants to help!
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Rae Lowery Sr. Accounts Manager
Cre8tive Media Design Firm Inc.
6045 Atlantic Blvd. Ste. 206
Norcross, Georgia 30071