Branding

A well-designed logo builds trust and get’s people to stick around.

It tells potential clients who you are, what you do, and how that benefits them. It communicates to people with no prior knowledge or experience with your business that you do great work.

If your logo looks unprofessional, people will undoubtedly question how well you’re able to deliver your products and services. Have you ever hit the back button or chose one company over another simply because they look more legit? People make snap judgements and poor design makes people leave.

Cultivate a strong logo to stand out to consumers, ensure they remember your brand, and create positive associations with you. Logos have deep symbolic association connected to people’s memories and emotions.

Let’s take a quick look at Nike for example. The swoosh is just a swoosh. But, the connection we have to that symbol has everything to do with their vision of making the world a better place through running. That powerful idea defined their brand and their logo communicates that, empowering their business to thrive. Over time and with lots of consistent brand marketing, your logo should do the same for your business.

Invest in your logo design. It’s what matters most for increasing your credibility and pulling consumers in.

A small business logo needs to be clear and easy to interpret to quickly connect with your audience. It’s important to keep your logo simple so it works across multiple media platforms and is effective at any size.

Unlike large companies, most small brands don’t have years of brand recognition that people associate your business with or a huge marketing budget to help consumers understand what your business does. So, your logo needs to clearly communicate who you are and what you do in an instant.

The selection of typefaces and how they are arranged is as important as the use of color, images, or graphics in creating a logo and brand. Why? Because people associate the way a word looks with what a word actually says to determine how they feel.

Strong branding provokes emotional connection. You want your typography to strike interest, promote trust, and encourage optimism. Typography is a way to stir up such feelings without people even being actively aware of it.

Typography is used to communicate the tone of voice and personality. Pick typography that reflects what your company stands for—whether it’s elegant, traditional, whimsical, modern.

Similar to furniture, typography should be aesthetically pleasing and functional at the same time. Your choice of typography matters because it impacts user experience.

Make sure your company name is clear and legible. Consider how your logo will be used: your logo could appear on screens, business cards, letterheads, signage, and packaging just to name a few. It needs to be readable from a distance and up close. And if your logo has a graphic element make sure your typography is in balance with the icon.

Ask yourself, does my typography achieve an effective level of representation, communication, and visual appeal? If your answer wasn’t a definite yes, it may be time for a rebrand.