Brands and logos have become an important part of marketing and recognition within society today. Indeed “self-branding” is one of the latest ideas within the “attraction marketing” arena. Self branding is easy – you normally attach a picture of yourself in all your marketing efforts and they are especially useful if you are an affiliate marketer online. Your face becomes instantly recognizable as someone people can trust (hopefully) and look to for expert advice on forums, blogs and within social media.
Logo design, on the other hand, is far more complicated, and if you have a growing small business you may have had the idea that it is a simple thing to draw something up, hire a graphic designer to do it and simply add it to your product and all of your marketing materials. Not so. This is something that must be left to the experts and may cost you a good deal of money.
I recently spoke to someone who thought the process was easy, hired someone to put his ideas into graphic form and commenced to use his new logo. Fine for a few weeks, until another company with an extremely similar logo slapped him with a huge law suit. He has been embroiled in a long legal battle that may end up costing him his entire business. So be careful. It is impossible to be aware of everyone else’s logos and what accounts for infringement, so get those that know to work with you to keep you out of the courts!
It also takes a good deal of thought to design a logo that will be instantly recognizable by the public, say something about your company, and instill trust. Using your own face may be a good idea but is probably not wise at all. The only person I can think of who ever used his own face (while he was alive) was Paul Newman, and being a famous actor probably helped!
One of the most important things, as mentioned before, is that your company logo should be easily recognizable. It does not have to have to be cluttered up with your company name or with pictures or graphics trying to get across the idea of what your company does. Think of the golden arches, the Apple® logo and the Nike® Swoosh. You see it and you know exactly what you are looking at and who and what it represents. Simplicity is key. Coca-Cola’s® red and white logo is simple, and over the years they have occasionally added to it with a rosy cheeked Santa Claus or pictures of Coke® bottles.
When you look into logo design you may find that it is going to cost you a lot of money to have one specifically designed for your company or product. Don’t be tempted to think you can do it yourself with some cheesy clip-art and some scissors and glue. The logo represents your growing company and must look professional – just like your business. You definitely do not want a logo that is similar to your competitors, you and your company are different from them, and your logo should reflect that fact, besides the legal aspects.
The shape of a logo is also important, and any graphic designer who sets out to design your company logo will tell you that certain shapes such as squares and circles are better than others, simply because they are more visually pleasing. It’s not just the design of a logo that’s important. There is a certain amount of psychology that goes along with the design and an experienced logo design company will help you with that.
Have you had any experiences, good or bad, with logo creation? We would love to hear any tips you may have.