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Seven Guidelines to a New Logo Design

Seven Guidelines to a New Logo Design

When my four-year-old cousin visited, I was stuck in the back row of the minivan, keeping her company.  I wasn’t too surprised to hear her say McDonald’s when she saw the big yellow and red sign.   She kept going though, naming Subway, Taco Bell, and Wendy’s.

What really surprised me was when she read me other signs.  Lowes? Home Depot? Hobby Lobby? She didn’t live here.  She had never been down these streets.    Then she announced that the truck ahead said FedEx. Who was this brilliant kid?

Proud that this little reader was related to me, I reported her reading skills to my uncle. I was politely informed that my cousin wasn’t really reading. She was recognizing the logos.  

In years since, I have learned a lot about the simple power of logo design.  As someone who works in website design and business promotion, branding is often on my mind.  Here’s a snapshot of what I have learned about logos in today’s world.

Updating Your Image

Getting a new logo isn’t an expensive undertaking these days, but it is a critical undertaking. Many businesses are dismissed by consumers for looking old-fashioned. This may be corrected by the right logo design and a branding campaign.

If your business doesn’t have a logo, it is time to get one. If your logo is decades old, it’s definitely time for a replacement.

 As you consider what you want, keep these things in mind.

  1. Make it flexible. You’ll need your logo for your website, commercials, and social networks. You’ll also use it for any print products such as promotional materials, business cards and signs.
  2. Aim for unique. You want people to recognize it immediately just like my cousin did long ago.  
  3. Reflect your business style. If it’s a car dealership, your goal may be to make car ownership a fun and exciting prospect rather than a worry or an expense.  A dentist office may be looking for a welcoming image, one that  encourages anxious people to overcome their fears and get a checkup. An investment broker may want to focus on feelings of hope and security.  
  4. Know your competition. Take a closer look at how others in your industry are presenting themselves.
  5. Know your audience.  How old are they? Is there a gender gap? What is their income?  What other ways can you narrow down your target?
  6. Keep it modern.  The style of the drawing, the overall look and the colors should feel contemporary.  
  7. Leave it open to possibilities.  In other words, it shouldn’t limit your business to one product. After all, you may expand in the future.

Once you have a logo, the work isn’t over.  With the logo decided, work should turn to unifying your online image and solidifying your brand.  If you need help, Elivate offers logo and branding services as well as website design, SEO content, and video creation. Ask our staff for more information.

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