The following material comes from the forthcoming eBook, Marketing Essentials for Growing Businesses. To get this eBook for free when it comes out, register by clicking here.
So far in this book, we’ve talked about branding on a high level, along with slogans and taglines. Now let’s talk about logos.
The face of your company’s branding strategy is your logo. The earliest reference to this term comes from the 1820s, “logograph”. The first part of this is “logo”, and is probably connect to the early Greek philosophy term logos, referring to the guiding principle of a rational argument and on a grand scale, the logical force guiding the universe. In short, the logo is a message and the “graph” means what is written or put on paper. Logo is an abbreviation of this term and means the visual image of your message.
In our eyes, your logo is vital for your business because it’s the visual representation of your message, your identity, your brand. On one hand, your logo should display a first-impression rationale for your company. On a grander scale, your logo serves as the guiding force of your brand.
Don’t let that intimidate you, though! We’re here to answer the most frequently asked questions about logos. This is something you’ll want to do with a professional, if possible. We’re glad to help, so give us a call to find a great logo for your company: (615) 462-5383.
What specific elements go into designing the perfect logo for my company?
A logo primarily serves for identification. When you think of a logo, it doesn’t necessarily mean one set of images that will never change. Your logo is a compilation of elements. (This works out great for us, because Palladium is not only our company name but a literal element on the periodic table!)
When thinking about your logo, ask yourself these questions as you hit the drawing board.
- – Will you include your company’s full name or just a part?
- – Will you include your slogan or tagline?
- – Which colors will attract your intended clientele?
- – What font will do the same?
- – Which images will you include and why?
Each of these decisions comes down to the purpose and audience of your company. This is why building and understanding your foundations are so important before thinking about your public image. By way of example, I’ll share how we came up with our logo.
At Palladium, we chose a color and a text specifically for reaching our business partners. Because we want to partner with corporate companies, we chose blue and grey tones. These colors convey dependability and loyalty—important traits and popular colors in the corporate world.
Conversely, fast food restaurants stick to “hot” colors—lots of red and yellows—to provoke immediate, “fast” action. Starbucks, meanwhile, uses calm earthy tones (green and brown) because they want you feeling at home. In the cosmetic industry, companies like Mary Kay use pink, which attract their predominantly female clientele.
Each of these examples highlight the intentional branding effort necessarily to reach a specific audience.
When, if ever, should I change my logo?
Like it or not, you will be judged by your logo. It’s just part of business. Although redesigns can and should happen eventually, you shouldn’t redesign every year or something that frequent. But it can happen at regular intervals, especially if you’re making only slight modifications. The marketing team at Subway, for example, reevaluates their brand identity every three years, operating on the philosophy that their clientele evolves and changes over the years (and indeed, they will).
A major part of their rebranding was slight but significant changes to their logo. In order to keep young clients interested, Subway kept their trademark arrows. This was both a clever nod to the company’s transportation themed name and a good way to communicate the in and out nature of the restaurant. But they slightly changed their colors to match today’s trends.
As a rule of thumb, every 3-5 years, look at your color, text, font, and ask yourself, “Are those elements pleasing to the market share with whom I want to do business?” In short, if you change your business, add new products, or target a new audience, modify your logo—perhaps even remake your logo.
What advice do you have to avoid a logo mistake?
First of all, show your logo to focus groups before releasing it to the public. Show it to friends, family, and important (but friendly) potential customers. And get professional input. Focus on your target audience first. No one wants to release their new logo and after a few months, receive negative feedback. You won’t regret to test.
Also, your logo needs various layouts to fit various platforms. Traditional rectangular logos do not fit the square-shaped social media profile pictures. You’ll need a square version of your logo if you’re on social media. Thus, when designing a logo, be sure to include different elements that can be utilized on different platforms.
When Palladium brands or rebrands with logo design, they consider these platforms from the beginning. In our own logo, for example, we include a grey ring in all of our designs. If possible, we prefer our full design, but we don’t hesitate to just use our trademark ring on a platform like Twitter because we know our followers recognize our brand. We always use the ring.
Overall, if you keep your design simple, you will avoid looking like you’re trying too hard. Be simple, be confident, and design a logo that let’s the world know who you are.
Now that you’ve got your branding, fit with a logo, slogan, and tagline, you’re ready to reach your customers with your brand and sell your product, which is the ultimate goal.
As always, we’re glad to help you brainstorm you as you consider your company’s branding and think about how to put that brand out there. Give us a call! The number is (615) 462-5383.