Why your business needs a professional logo
It is nowadays almost not a question, but if you are wondering why a business should have a logo, just answer two questions:
“How many big, leading companies don’t have logos?”
“If a company doesn’t have a logo, can it raise doubts and negative thoughts about its credibility?”
What is a logo?
A logo is a symbol or other small design adopted by an organization to identify its products, uniform, vehicles, etc. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark). In common usage a company’s logo is often synonymous with its trademark or brand.
A logo is an essential part of a business or company’s marketing strategy. Being one of the most important graphical representations of the business’s identity, the logo plays an important role as a recognisable visual element of the company within the target market. Therefore, a well-designed logo is an important component of any company’s general marketing strategy.
A good logo should be unique and comprehensive. Through the colours, fonts and graphical elements a logo conveys information about a company, its services, or industry to potential customers. A logo is also a quick way of referring to a company in advertising materials and the starting point for the variety of colours, fonts, and design choices in all other business marketing materials like posters, flyers, banners, packaging, etc.
The logo appears on stationery, websites, business cards and advertising material, therefore a well-designed logo can contribute to business success, while a poorly designed logo can make the wrong impression and turn off potential customers. Importantly, a logo should fit together with other aspects of a company’s visual presentation: Even a well-designed logo, can look unprofessional when surrounded by inappropriate graphical elements or inconsistent fonts. This is why a logo is the basic unit of a larger brand identity that includes company fonts, colours and document-design guidelines.
A logo or not a logo?
When starting a company you are thinking of cutting expenses. One such option to cut the start-up costs of a company is to skip logo design. Small businesses often play fast-and-loose with logos, paying insufficient attention to the proper size, positioning and formats and surrounding it with inappropriate graphic elements or clipart.
But, is it good idea to do the logo yourself, order a cheap logo from a friend who is familiar with Photoshop or go without a company logo at all?
A logo that was created by a non-professional designer or by the owner of the company is sometimes worse than no logo at all.
“I created my logo myself and I’m proud of it!”
The informed public can immediately recognise a logo which was created by the owner or an inexperienced designer and evaluate the business accordingly.
When the owner of a company decides to create a logo himself results are rarely looking professional. Results of his work may at most serve as a concept for a new logo. To create a successful logo you need more than Photoshop and a tutorial from the internet. You need to have at least knowledge of the basics of design and some experience in logo design. A bad logo is worse than no logo.
Why a logo must be unique
Why your logo should be custom made? If a logo is created with the use of clipart (premade graphic elements from public collections) it may look like or be identical to other logos and even your competitors’ logos. This will make identification of your company difficult or your logo may easily be mistaken for the logo of another company. This situation may harm your reputation and money invested in marketing of your brand will be wasted.
A professionally designed company logo is one of the must have attributes of a successful business. A high-quality logo may tell a lot about its owner as well as a bad one.
A logo should be custom and designed by a professional logo designer. You’ll never have a second chance to make a good first impression. And in many ways the first impression depends on your logo.