Consider for a moment that your company logo is the most important design element you have for your business—it appears on your website, on print materials, on packaging—it could even appear on the side of a building one day. Does your logo adequately represent your company to the world? As a Part 1 of a two-part post, we want to cover some of the basics of designing (or re-designing) your company logo to get the most out of this key branding element. Here are 4 things you should keep in mind as you go through the logo design process:
Think Carefully About What You Want to Convey
Your logo is more than just a branding tool—it’s a chance to convey something about your company, at a glance. Think about what aspect of your company you want to communicate with your logo. Is it your traditional values? Your innovation? A particular feeling? Knowing this will help you get begin developing a concept.
If you need more ideas, take a look at the logos of other companies in your industry. You may notice a particular element that you think works well and that you want to adopt. Or, you may want to stray from the typical logo in your industry to set your company apart.
As your business grows, your logo will likely have to appear in a variety of formats for digital and print materials. Your layout may change between horizontal and vertical or need to be readable on a small business card or large banner. Further the color and inclusion of taglines or full company name may change depending on where it’s displayed. It’s important to consider these variations during the design process in order to create a responsive, versatile logo that remains consistent in all types of scenarios.
Work With a Professional
You may already have an idea for your logo, or may think that someone at your organization can take a crack at it. However, remember that your logo will probably be the one design element customers interact with the most. The one-time design costs of a professional are usually worth it to benefit from their experience. The difference may be subtle, but when you’re looking at your logo day in and day out for a decade, you’ll be glad you spent the extra money.
Trademark Your New Logo
You have a new logo you love. Now what? Well, you can start using it, for one. But you should also protect your new asset from being adopted by competitors. That’s where the trademark comes into effect. Registering your logo with the U.S. Patent and Trademark Office will ensure it belongs to you and can’t be copied by others. And if you want to make that extra-clear, adding the small TM symbol to your logo itself can help communicate that to the world.
In our next post, we’ll cover some of the visual aspects of logo design that you’ll want to keep in mind as you work on the design of your company logo. In the meantime, if you need help with logo design, get in touch with us!