A key part of any company's marketing strategy is its logo. Your logo is the public face of your business, the brand that will appear on everything from apps and websites to stationery and stickers. Ensuring that your logo captures the spirit and purpose of your brand is vital.
"A company needs a logo to stand out from the competition and differentiate itself from its competitors," said Pamela Webber, head of operations and marketing for
"A logo is a visual queue that communicates to customers," you found us! ", She told The Times E-Commerce.
The name of your company may be part of your logo, but it goes much further than that.
"It's the experience and personality that you want to convey to the world," said Matoaka Winters, director of customer service.
It's the thing that sets you apart from your competition and that's ideally unique to your business, "she told the E-Commerce Times.
With all this in mind, here are some tips for designing and using a logo.
Look at the big picture
Your logo will not be just a mark on a page, screen or package. This will be the message of your company to the world. And to make sure you have the right message, you need to take a close look at your customers and your business.
"The place to start is with your demographic target," suggested Kate Austin-Avon, owner of
"You have to find their pain points and tell them how you are going to solve these problems for them," she told the E-Commerce Times. "Rather than thinking about what you love personally, you have to put yourself in the shoes of your customers and find out what they like."
After conducting your external market research, you will need to focus on internalization.
"It's time to work on branding," Austin-Avon said. "Is your brand more a joker or more of a wise? Are you casual or formal? There are a lot of questions to ask yourself before working on the logo."
It really is about treating logo creation as not just a design project, but a project intimately linked to your overall purpose, objectives, and mission.
"It's imperative to have thought about your brand holistically before you start designing your logo," Webdes said of 99designs. "This holistic vision should take into account your mission statement as a company, your values, your desired brand personality, your target audience and your differentiators from the competition."
Plan for versatility
The logos can appear anywhere from small screens to coffee cups, so it's important to design one to reflect versatility.
"Context is crucial," said Webber. "Think about where you will reach your customers and where your logo will be used, for example, the emblems may work fine for beer brewers, because beer labels allow the space to show them. The brand stands out from the others on the table radius and the round beer rugs show them perfectly. "
"However, if you are a reseller of men's shoes only online, you may want to opt for something more responsive that will appear clean and simple when scaling up several resolutions. # 39; screen. "
You may have several versions of your logo that will work in a variety of contexts, and planning for this multiplicity may also be part of the design process.
"It's rare to be able to make a single drawing and call it a day," Austin-Avon said. "Nowadays, brands need a profile on social networks, an application icon, labels, a signage" brick and mortar ". Many configurations of a logo are needed.
When to hire a professional
It may be that you are comfortable designing your own logo, but even if you are an expert designer, this can help you to hire a professional to guide the process from design to execution. .
"Trying to design it yourself or doing it on a tight budget may prevent you from doing it because a non-personalized logo may not seem credible," says Webber.
"It's hard to be different if your logo was bought by 17 other companies," she said. "Appealing to a qualified graphic designer is necessary to communicate a differentiated brand promise within a small brand element, such as a logo."
A professional designer can bring, perhaps the most important, a sense of perspective.
"Often you are too close to your business to know how to represent what is unique," said Lora Kratchounova, a director of
Scratch Marketing + Media.
"Even if you know how to do this properly, it's always best to get outside help," she told the E-Commerce Times. "The prospect that professional strategic designers can bring can make or break your brand."