Blog

March 7, 2017

The Real Value of a Great Logo

Submitted by Kelly Glass

When you think about the most iconic logos out there, typically those of Coke, Target, Nike and UPS will come to mind, as do the golden arches of McDonald’s and the mermaid of Starbucks. One reason is that vast amounts of money are spent to make these logos ubiquitous. Large corporations have the financial power to place billboards, buy television spots and buy Internet ads, while also featuring signage bearing the brands at the retail locations where they are sold.

Equally true is that a huge amount of resources — both money and professional brain power — has been poured by corporations and branding agencies into the crafting of extremely effective and iconic logos.

What Elements Make Great Logos?

  • Professional Help: Not everyone who runs a business has a knack for design. However, most entrepreneurs usually have a vision for what about their businesses stands out and the messages they would like to convey to customers. Just as you would take your Cadillac or work truck into a skilled mechanic to get a tune-up or repair, it makes sense for businesses to seek out professional resources to bring their visions to life.
Sharing those ideas with professional firms is, for many small and medium sized businesses (SMBs), the best way to start the process and end it with compelling logos.
  • Shapes and Balance: Idea Custom Solutions published an infographic in 2016 that details 7 different types of logos. Whether your SMB customers are looking for logos that are typeface-driven, such as word marks or even letter forms, logos that highlight the first letters in their names or something more symbol-driven, the shape and balance of their logos is critical.
According to design experts at CreativeBloq, the way humans perceive shapes has much to do with how effective and noticeable logos are. For example, the authors write that, "straight edged logo shapes such as squares and triangles suggest stability", while "circles, ovals and ellipses tend to project a positive emotional message" and can paint the picture of community, friendship, love, relationships and related sentiments. Meanwhile, triangles can also suggest power and action, whereas different lines can depict tranquility or strength, depending how such design elements are incorporated.
  • Color: Likewise, color plays a big role in the factors that make logos speak to target audiences. A recent analysis on different sectors and brands discussed how colors affect the brands they represent.
For example, in the airline sector, United Kingdom business news site Equities.com notes that United Airlines aims for dependability with its dark blue logo — the logo it inherited from its merger with Continental Airlines. German airline Lufthansa brightens up its long name with a yellow cheerful logo. Meanwhile, British Airways seeks to shake off any notion of a stiff upper lip by deploying the color red for warmth.

Chances are, if you serve small businesses, crafting the right logos and brand images for them is top priority. Your best bet? Work with graphics and design experts.

Get What You Pay For

In our September 2016 issue of the Design Express newsletter, we tackled the topic of cheap logos. Last year there had been some rumblings in the business press about whether the offering by some websites of "$5 logos" is really a good deal.

While some websites based outside the U.S. offer cheap and quick logos, there have been reports that often an inexpensive logo means a pirated one. Pirated logos or ones adapted without proper permission and licensing are cause for concern among businesses. Just ask retailer H&M and the recently famous "Cash Me Ousside" girl, both of whom are getting sued for trademark infringement. In another instance a Kansas dry cleaner got in trouble for a logo which resembled that of a fast food chain. Increasingly, small businesses are being advised to take their logos more seriously from a legal perspective. Making sure your logo is original and unique is as important legally as it is to your branding.

While it's true that you don't have to hire the next Andy Warhol at top-dollar to get smart logos, working with professional firms has its advantages. For example, Idea Custom Solutions offers Custom Creative services, with professional, creative designers and expert design consultants to develop original logo designs.

For companies that serve SMBs in a variety of sectors, we make it easy and inexpensive. Whether your goal is to help new businesses start off with impressive new brands and logos, or serve established businesses that need comprehensive rebrands, contact us to learn more.

Category:
SHARE
LEAVE A COMMENT

Add new comment

Filtered HTML

  • Web page addresses and e-mail addresses turn into links automatically.
  • Allowed HTML tags: <a> <em> <strong> <cite> <blockquote> <code> <ul> <ol> <li> <dl> <dt> <dd>
  • Lines and paragraphs break automatically.

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.