A couple weeks ago, I wrote up a post entitled What’s Your Logo Really Saying?, in which I discussed the importance of analyzing your logo to be sure it appeals to your target market. Due to the post’s popularity, this week I’d like to expand on the topic of logos and what really makes a great logo, well, great!
A Great Logo Takes Some Work
Creating a logo that accurately represents your company takes a bit of research. But by analyzing your consumer base and taking an active approach, you can feel confident that your brand, especially your logo, is truly engaging your target market.
The easiest way to do this is to put yourself in the shoes of your target market, so to speak. Envision your ideal customer, then get to work on the web. Start with Google. What kinds of products and services (other than yours) is your target market interested in? Find popular forums, websites and blogs that are attractive to your target market. Note the colors, look and feel of these websites. Analyze what people are talking about and think about how these topics relate to your business.
For example, let’s say your product is a new, state-of-the-art sports drink, targeted to long-distance runners who are conscious of the environment. To derive a great logo from the components of your target market, you’ll do well if you look at popular running websites, like Runner’s World and niche market websites, like Eco-Runner. Then, ask yourself: What products or services advertise on these sites and/or partner with these company’s initiatives? What are the common themes? What are the most popular topics of discussion? Use these trends and bits of information to compose an accurate and full view of your target market – then use those details to come up with the crucial components of your logo and your brand.
Qualities of a GREAT Logo
No matter what industry you’re in, or what product or service you’re offering, many important logo qualities are really universal. Here are the most important points of note to consider when you conceptualize your GREAT logo!
- No matter what target you’re looking to attract, your logo should always look professional – meaning it should be cohesive and appropriate, not just a bunch of icons and fonts stuck together. It’s important to hire an experienced graphic designer and/or branding professional to be sure your logo looks both professional and appealing.
- Your logo should be relatable, so that your target market feels you truly know and understand their tastes and that you have similar tastes.
- Your logo should be easily identifiable. So, if someone sees your logo at a glance, something about it really stands out as memorable. Don’t use too many different colors, fonts or graphic elements. When it comes to logos, less is more.
- Your logo should never look like your competitors’ logos. Each company is different, with a different mission, offering different products and services. While you should be aware of your competitor’s marketing efforts, you shouldn’t copy their techniques. Be creative and unique and you’ll stand out from your competition!
- Be sure your target understands what you do and what you stand for. The last thing you want is your prospective clients scratching their heads, wondering what the heck is going on with your logo!
- Your logo must be available for use in many different mediums and sizes, such as print, web, even silkscreen – and from big as a billboard to small as a pen. Your logo should be available to you in both black and white as well as in color.
So, get out there, do your homework and engage a branding professional – you’ll be on your way to your own GREAT logo!