Why is a good logo so important?

A strong logo will reflect a companies corporate identity, and will be an extremely important factor in the company's success. How can that be I hear you ask? The answer is simple, a good and appropriate logo will help your business to be recognisable and remembered by clients. It is a label that will separate you from your competitors.

However it is not enough to create a pretty logo that looks nice on a website or a business card. A logo is not supposed to be decorative. They must fulfill the prime function; creating a positive image or perception for your company and brand.

What people sometimes do not understand or think about, is that a company is an abstraction. It is an image built in people's minds. This is why the signs that embody this abstraction are so vital. These signs (or logos) are the most stable aspect of any activity the organisation carries out. Therefore with careful planning the perceptions that are built through a strong identity contribute to building a long lasting image.

A high quality identity provides you with a certain level of professionalism; irrespective whether your company is old or new. People will always give an organisation a chance if they are perceived to be professional.

So what should a logo look like? There are a number of factors to consider.

• It should be simple. One rule: complex is bad
• Practical. A logo must work across a variety of communications collateral
• Consistency is King. Every piece of collateral you produce must reflect strict brand guidelines. Ever seen a green McDonalds "M"?
• Your identity should be unique, inspiration from other brands is good, copying is useless
• Your logo should be memorable, colours are key to this
• The logo should be a reflection of your brand values
• The logo should be adaptable; not too modern to alienate conservative consumers but not too conservative to alienate modern consumers
• A contemporary design is crucial, designs can become dated and obsolete. A logo should work for between 10-20 years

This gives you a small insight into what it takes to create an original and effective logo. If you feel your logo could do with some major surgery or you have a new business that has not yet been "branded" please give us a call and we would be happy to help you with developing your identity.