:logo land
Make lasting impressions with an effective logo
A LOGO IS AT the heart of your brand. Your logo can be the first impression your business makes. A logo is a great way to communicate a powerful idea about your business and can increase the recognition of your company – think about the imagery behind leading brands such as Air New Zealand, McDonalds, Nike, and Apple. These logos are memorable, authentic, differentiated, and valuable. How can you choose a logo that both communicates and is unforgettable? Jan Bierman of Logo Orchard has five key tips when choosing an effective logo:
Uniqueness: A unique logo is an essential aspect of branding – you want to
stand out and get attention. Once your customers begin associating your logo with your brand, the emblem alone will be enough to create brand awareness. Your logo must not be similar to that of competing businesses. There is no room for consumer brand confusion.
Simplicity: The simplest logos are usually the most effective; easy for you to
utilise on various marketing tools, scalable to various promotional activities, and it promotes clarity of your brand message.
Colour: Colour is a powerful non-verbal form of communication conveying
different associations and meanings. Some colours are not effective when they are reproduced, or have negative connotations. Learn the language of colour.
Contemporary: Ensure your logo will stand the test of time, and is responsive to the business you will become. Intricate, fussy or fusty logos date quickly.
Quality: Small business owners often resist paying for a logo to be
professionally designed by a graphic designer, but if you are here for the long haul a well-designed logo is an essential investment in your future. A self-made logo, or a logo from your 'friend's sister's cousin' can be a barrier to growth and affect your reputation from start up. Admit your limitations.
Your logo should work for you on all your business and marketing
collateral. A striking logo and a quality business card at start up will give you the confidence to actively market your business, and will serve to inform your customers that you are professional, serious, committed to your business and here for the duration. Jan Bierman rareHq.com
"Once your customers begin associating your logo with your brand, the emblem alone will be enough to create brand awareness."
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