Choosing a business logo
Branding

7 things to consider when choosing a business logo

Choosing a business logo:

For most entrepreneurs, all that is required to start up a business is to come up with an idea of a product and service. You may not consider choosing a business name or logo until later, and when you do, you may be uncertain on how to go about it. However, I strongly recommend that you make choice of business name and logo a priority during your planning and not leave it until later.

Your choice of business name and logo go a long way in shaping how people will perceive your business. It is important that you take great caution when naming your business because your future success greatly depends on it. Whether your company will grow to become one of the big multinationals or forever remain lost in the crowd of small businesses, starts with naming.

For deeper explanation, I will deem it necessary to treat ‘Choosing a business name’ as a post of its own, but here and now, I will show you 7 things you need to consider when choosing your business logo.

A logo is a first impression the public get about you. It is a graphic symbol, sign or emblem that represents a brand. It is the identity of your business. When it comes to identifying your brand, your logo is probably the first thing your customers will think of. If you are a small business or a start-up, you should be even more careful before making a costly mistake that may take so much effort and huge resources to correct.

According to Von Glitschka, an illustrative designer who works extensively on identity and branding,

“A small business can maneuver and adapt to an ever-changing culture far easier than a multi-national brand can,” Glitschka added. “But if they don’t lay a good foundation for their marketing via a well-designed and appropriate logo and identity, they are handicapping themselves right out of the gate.”

Explained below are things you need to consider before choosing a logo for your business.
1.    Consider your type of service and customers
Your logo should represent your business, your service and your customers. A logo for a health blog should not be the same as a logo for a sports magazine. While health organizations have the older generation as most of their audience, sports is highly favoured by the younger generation and you need to consider all these things before choosing a logo for your business. So the first question is ‘who are you going to sell to?’

2.    Get a professional to do the job
A well designed logo can promote your business, while a silly mistake can be costly. This is why some big firms today are revamping their logos to match latest trends. A logo design may seem like a small thing, but for businesses that aspire to be great, it becomes a significant part of the brand identity. Designing of your logo is not what you would want to entrust in the hands of a roadside designer. It is not what you will want to fix up yourself if you are not a professional graphic designer.

Note that there are different kinds of graphic designers. There are those who are good at illustrations and those good in brand identity creation. These days I have seen some people who because they are good at technical drawing, now offer brand identity creation services and with these many unqualified people parading themselves as graphic designers, one needs to be extremely careful when it comes to who they hire to do their designs. Always ask to see previous works by designers before engaging them.

3.    Use colouring and gradients with care.
In your quest for that cool logo that will make your startup a sell-out, choice of colour should be made wisely because it plays an important role in how a logo is received by consumers. So choosing the right color is as important as the logo design itself. Different colors are linked with different emotions. For instance, imagine that the famous Coca-cola logo is green instead of red or could you imagine the google logo coming in black. These are just to show that choice of colour is very important in deciding on what logo to use for your business. When designing your logo, choose colours that easily set you apart in a good away while at the same time paying attention to simplicity.

Again, you may not be able to print your logo in full color at all times, so try testing it in grayscale. If your design relies on many colours or gradients, it may not translate well to black and white.

Read also: “What your colour says about your brand”

4.    Go for uniqueness and simplicity
A good logo has to be smart and be able to visually compete with multi-national brands on the same level to be a success. You may not be as big or rich as they are, but in the market place, let your logo carry you as a bigger entity. A good logo must be able to stick. It has to make a strong impression.

A busy logo can be difficult to remember while a perfect design is easily recognizable and memorable. Complicated logos are also hard to accurately reproduce when you reduce them for use on smaller surfaces like letterheads, business cards, envelopes, mobile webpages etc. or when you have to stitch your logo design onto apparels.

5.    Make sure your logo is vector-based
Vector graphics are represented as geometric shapes by mathematical equations and can be scaled, rotated, moved, or otherwise manipulated to any degree without any loss of quality, and display or print at whatever resolution is available on a monitor or printer. It is important to create your logo as vector-based artwork so that you can resize your logo without compromising its quality. Most logos created with tools such as Adobe Illustrator and CorelDraw are in the form of vector image files. Vector image files are easier to modify than bitmap image files.

6.    Consider all the different media that your logo will be printed on
This may include envelopes, letterhead, and social media websites. Also think about all the physical products your logo might be printed on, such as product packaging, pens, mugs, flags, T-shirts, caps, wood etc. Will your design suit all of these forms? Most importantly, you need to know that for the fact that a logo looks good on computer does not guarantee that it will appear same in print on different surfaces.

7.    Consider what other people think
It is always good to seek people’s opinion before you decide on the right logo to pick. You can have three or more logo designs and get your friends to pick their choice. I did this many times when designing logo for the Ogamars Brand. You can go as far as asking them to give reasons for their picks. Chances are that the logo they pick will also be liked by the general public.

In this ever changing world as ours, good branding is more important than ever. Even if your business is still at the startup stage, the overall identity of your business should be unified, clean, and compelling.

Visit our main site www.ogamars.com to see how we can help you come up with that outstanding logo that will turn the eyes of every customer to you.

Kindly send your questions via ‘comment’ and we will always be here to answer.

Read also:

How to pick the perfect name for your business

10 tips for choosing a perfect domain name for your business

10 questions to ask before starting a business

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