Most marketers would agree that logo is important. That is what the book says. We have heard stories about how a certain brand jumped or flipped sales because of a change in logo. We see advertisers going berserk on the launch of new logo of their brand.
Companies make sure their logo is visible every place on earth. There are enough logo designers who are ready to charge a bomb to every new business owner who thinks a good logo can make or break his business forever.
We have enough stories on how a new logo helped a brand double it sales or how a change in logo made a company go out of business.
Pre Internet world
The truth about logos is that in a pre-internet world where a marketer had only a few cues to communicate to the customer about trust and quality were logo, name, and color. Once this was etched the job was to put this on every offline media channel. This is how most popular brands like Coca-Cola, Pepsi, Honda, Apple came to be.
How internet changes the game
With the internet, there are multiple touch points a brand can have to the user. The user has multiple data points to make a judgment about the brand. He will NOT make a perception of a brand just because your logo is in a certain way. The internet can influence a users perception through
- Online Reviews of the store
- User experience on the website
- Secure checkout with PCI compliant certificates
- Peer recommendation on social channels
- Online press mentions
With all these accessible within few clicks, the chances of the user relying on a brand logo to make a purchase decision are low.
The problem with few business owners
Going by the traditional advice few business owners spend days and weeks on getting their logo spot on. The initial excitement of a new business and irrelevant advice keeps them in an endless loop of getting the logo perfected.
Does the logo not matter at all? No. I am not saying this.
But you should not consider it to be a be all end all aspect of your business. Get a good enough logo based on the pointers below and move on to other critical aspects of the business.
- Consistency – The logo should be consistent with your brand personality, website, marketing, and communication.
- Colors – The colors which represent your brand should be part of the logo. If you are selling packaged food a logo which has warm colors like orange and red might work. Selling fish? consider cool colors like blue and green. Selling office furniture stick to sober colors like blue, green or brown.
- Use a tagline – Using a tagline along with the logo communicates your business offering upfront and clearly to all users who land on your site.
- Name – Using the name in the logo gives the added value for recall. Your name will be present everywhere the logo is mentioned.
- Should fit in with all media types – Make sure your logo looks good both in print and digital media. Having a logo which blends with multiple channels will remove future obstacles for marketing promotion.
- File size should be as small as possible – Make the file size of the logo as small as possible. Google’s current logo is 305 bytes only. Great companies optimize for page speed. Since logo exists on every page of the website keeping its size to just a few bytes will ensure faster loading of the page which is a critical aspect of e-commerce sales.
- How does it look on mobile? – Most competent businesses is designing for mobile first. It is important to test the logo on a mobile device to check for any issues.
- Emotion – Emotion trumps rational. People look for trust and quality. Ask your friends and current customers if the new logo you are planning to introduce instills emotions which your brand personality wants to stand for.
- Simplicity – Keep it simple. The best logos are the ones which are simple. Apple is just an Apple. Twitter is just a bird, FedEx is just a name. Simple things stick with people.
- Hire a professional designer – Hire a professional but don’t spend a fortune. Spend below your means. But don’t go cheap. Check out sites like Upwork and 99designs and post your project to find freelancers.
- A logo is not be all end all of your business.
- Keep is simple.
- Don’t fret over details.
- Hire a pro for a price below your budget.
- Be clear about your requirements with the designer.
- Ask the designer for revisions and options.
- Make a logo which reflects your brand personality.
- Don’t stop working on other aspects of business in a plight to get the logo 100% right.