When we are starting a business, the first thing that goes through our mind is the name it should have, and then get a good logo to use; that image that will make us unique and different from the rest of the business.
What is a logo?
Commonly we call logo to the graphic element that identifies a company, a project, an institution, or a product but not everything we call a logo really is, we have to distinguish three different types of “logos”:
- Logo: the brand’s name that works as an image. It’s good when the word is very powerful (for example Coca-Cola).
- Isotype: a design for the image that works without text (example: Instagram).
- Isologotype: interaction between the logo and the isotype (example: Nike).
Although it’s important to know the types of logos that exist, in this article we will explain them in a general way.
Importance of having a logo.
The logo is a fundamental element for the brand image since it will appear in any printed or digital element associated with your brand, which is why we have to put special attention and care to create it.
Our logo is our reference image. Something to our customers can identify us in different contexts and get differentiation from the competition, it will provide the first impression to them and this often becomes a decisive factor to purchase.
- It’s one of the elements that will help you to increase the level of remembrance.
- It helps to transmit the values of the brand.
- It helps to create a previous perception in the consumer’s brain.
- More and more companies are using a logo.
- A good logo becomes an almost permanent element for the brand identity.
Characteristics in a good logo.
- It must be simple and have no superficial decorative elements.
- It must be original, memorable and identifiable, with this you will be able to differentiate from the rest.
- A good logo captures the essence of the brand and can transmit it properly.
- You have to design it according to your target audience.
- It has to be reproducible in any size.
- It must be adaptable to different formats, at the end of the day you will use it everywhere.
- You must try to have a timeless logo and make sure it can survive at the time, however you can make retouching and modernization in the future.
What you should not do to choose a logo.
Maybe you can think that create a logo should not be so complicated and you’ve heard these phrases at least once:
- “I’ll just choose an image from the internet and edit it”
- “With the name in pretty colors is enough”
- “There are free applications to create logos”
But if everything were as simple as that the magic and importance of the logos would be lost, there would be no differentiation and any image could be a logo. Here we present to you some things you should avoid:
- Don’t follow fashions or trends, this could put an expiration date on your logo.
- Avoid homemade designs, don’t use programs not to able to make serious designs.
- Never buy logos in image banks, you won’t be the only one with that logo for sure.
- Don’t use simple typographies or very ornate ones.
- It’s not about the logo you like, you must create one thinking in your customers.
- Never copy the competition.
- Don’t try to save money.
Hopefully, these tips will help you to decide with whom, how and where you’ll make your logo, remember that you should look for something unique, that represents your company, its values and most importantly, its essence.
Don’t fall into the use of generic or home logos to save some money, the creation of a logo is something that worth every dollar because it will become a long-term asset for your company.