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It's All In The Logo: How To Develop The Most Effective Brand Image

branded logo

Logos are essential to the success of your small business. These images are snapshots of your company and its offerings - and as such, they should not only briefly display the culture and capabilities of the business, but they should also be simple enough to capture and keep consumers' attention. 

Whether small business owners are branching out to a third-party designer for their logo creation or they're developing the image in-house, there are several factors to consider when crafting the face of your company. While designers can add finishing touches and artistic flair, executives have the opportunity to choose which elements should be included in the logo, such as the font, color and underlying skeleton.

Choosing the crux of your creation

When designing the bones of your logo, the first step is deciding which kind of image is best suited to portray the functions of your company. There exist millions of unique brand logos across the swath of companies in the world, but they can be broken down into two basic categories: image and text. 

Image-based logos rely primarily upon pictures, shapes, colors and lines, and are frequently adopted by companies that offer easily recognizable products, such as Starbucks and Nike. Small businesses looking to feature pictures in their logos should opt for those that represent the company's offerings, as consumers who happen upon your brand will be able to distinguish your operations merely by seeing the image. Businesses may look to adopt more abstract images - such as the easily recognizable Nike swoosh - but for brands looking to increase awareness and consumer interaction, choosing a more representative image is best.

Logos that use text as the main design, such as Disney and Google, are best suited for companies whose names represent their operations. Text-based logos rely upon colors and elaborate fonts, which can portray personality through letters and numbers. Small business owners should implement their company's colors in the design and choose a type that accurately reflects the company culture.

Peek at the pros

One of the best ways to develop the perfect picture of your brand is by examining the logos of competitors, large corporations and fellow small businesses. Before enlisting the assistance of a designer, compile a portfolio replete with images that are inspiring, or those that are along the same lines you'd like your brand to convey. Similarly, be sure to highlight two or three that stray from what you're looking for - if you're against pictures that pack too much info in one punch, be sure to express that to your designer.

Listening to the logo trends

LogoLounge recently released its 2014 Trends Report, which examines the emerging trends concerning brands adopted by companies across the U.S. The company not only highlighted the common themes for 2014, but noted the importance of staying ahead of the times. Creating a timeless logo is ideal, but few companies have kept the same logo throughout the tenure of their operations. Frequently, businesses adapt their brands every couple of years or decades. Starbucks, for example, has kept the same mermaid in its logo since its founding, but has made slight adjustments, such as altering the text, zooming in on the woman and ultimately deleting the company's name from the logo.


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