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1) Long
lasting style.
It is often
tempting to adopt a design that looks really cool at the time
but that can become outdated very quickly. This leads to the
logo being constantly changed. Your logo designer should resist
the urge to change your logo unless it is really necessary.
It is only after consumers frequently see your logo that people
may start to notice it. (Sometimes this is after you are already
bored with it)
2) Distinctiveness.
It is interesting
to note that many new companies adopt logo styles that are very
similar to everyone else's. Don't go overboard though, your
designer should be sensitive to cultural norms. A really wacko
design wouldn't do well in a funeral home. However, you should
still seek distinctiveness.
3) Appealing
to consumers.
Your logo
must be appealing to those who aren't affiliated with your company.
This means you must test your logo. Show it to your customers
and see what they think. Ask them what emotions it evokes in
them.
4) Conveys
the right image.
What image
are you trying to get across to your customers? Corporate? Upscale?
Franchise looking?
5) Legibility
No matter
what you do, if people don't understand your logo, then it will
be ineffective. Who are you trying to target? Where are you
going to be displaying your logo other than your web site? Will
it be on your letterhead, business cards, auto signs? Does your
logo put out the same message no matter where it is displayed.
In conclusion,
your logo is central to your company's "personality".
Even if your company has a great personality, if your logo doesn't
convey that, then people may get the wrong idea and never do
business with you. Within your logo and company name is held
all of your investments, because it is this clear, identifiable
aspect of your brand that the consumer uses in selecting your
company or purchasing your products.
The author,
Nathan Cain, has been designing logos for companies old and new,
for over 8 years. You can see a sample of some of the logos he
has designed, at his company's web site. View his samples here:
http://www.Web-Magnets.com/CustomLogo.html
He is also
the publisher of FREE Internet Marketing Newsletter, entitled
"Make Your Business a Web Magnet". If you would like
to receive weekly advice from Nathan on ways to improve your
marketing efforts please send an email to mailto:web-magnets-subscribe@t...
Or visit http://www.web-magnets.comIf you subscribe, you could
win a FREE magnetic sign to advertise your web site with your
car!
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