Your logo is the face of your brand, and it speaks volumes about your business. But sadly, so many companies settle for a mediocre logo. (Or worse — none at all!)
Whether because of time or cost, many small business owners are so eager to get their business up and running that they settle for a "first" logo done by someone they know, thinking that having something their neighbor’s kid designed is better than nothing.
The quality of your logo makes a statement about the quality of your business
A slapdash logo can be a warning to consumers, signaling that you have no eye for design – or that you are OK with sub-par work.
Even worse, potential customers may think that the products and services you offer are of poor quality, too! Not the message you want to send.
A well-designed logo makes customers feel at ease with your brand. It says that you care about quality, and are willing to invest in your business to ensure its success. It says that they can trust in you and the quality of your work.
So how do you know if your logo is on target?
Ask yourself: “Would I wear it on a T-shirt?”
If the answer is no, keep looking.
Your logo will be on your website, on business cards, on the side of the building, company cars – and yes – maybe even on a t-shirt. If you can’t stand looking at it every day, reconsider your choice.
The goal is to get a logo you’d want as a tattoo. One that will stand the test of time and that you'll still look at fondly 20 years from now.
The shape and color of your logo matters
Sometimes it's obvious what your brand colors and logo shapes should be. A landscaping company would be right at home in green and brown. The Society for Zebra Preservation will likely have a white-and-black motif. An apple farm's logo might include – shocker – an apple. Seems pretty straightforward, but sometimes companies go off the rails.
How the shapes, angles and curves of a logo impact consumer perception has been studied by brand researchers and scientists alike. What have they learned?
Well, a lot of things. For example, round shapes make people feel comfortable, while angular shapes indicate that a product or company is more durable (but less empathetic).
Take Airbnb's squishy pink logo. Would you feel the same way about the company if they replaced their logo with something more like this?
One represents a comfy place to sleep. The other represents the glory of the Klingon Empire.
We're guessing not.
In addition to shape, your logo’s colors matters, too. Green is soothing and sincere, while red is energizing and powerful. Blue is stable and reliable. Pink cues femininity. Different colors mean different things to consumers about your brand, your level of service and dependability. Your logo needs to make sure you're sending the right signals.
The Good News? Professional logos don’t have to cost an arm and a leg
When professional design comes up, the next thought is often the cost. Big design firms can charge into the thousands for a professional logo, but that’s not the rule.
Nike paid $35 for their iconic swoosh. Twitter bought their logo for just $15. Fortunately, you can get a bangarang deal on a custom mark, too.