Why do you need a logo?

Everyone knows that first impressions are important. Your logo often creates the first impression that anyone has of your company. It should symbolically identify who you are and say something about what you do.

A good logo can project the image and values you wish to express as a symbol of what you stand for.

Your logo is always present, and becomes intimately tied to your company’s personal identification. People will identify your business and what your company represents when just seeing this symbolic synopsis. Just think of the many logos you can identify quickly, like McDonald’s golden arches, IBM’s digital lettering, Apple Computer’s graphic apple with a bite out of it, the Mercedes circular logo, Purina’s checkerboard, General Electric’s GE symbol, the cute Pillsbury dough-boy, and who wouldn’t recognize the memorable logos of Coca Cola, Pepsi and 7-up.

For example, when you see the Nike swoosh, it is impossible not to think about the Nike Company and what it stands for. Every large corporation knows that their logo is a symbol representing their company’s image – symbols imprint the subconscious mind in an even greater degree than any other print media. It is here, into the subconscious mind that all advertisers are trying to reach.

New businesses often give little thought to their identity. With so much to get done, designing an appropriate logo hardly seems like a top priority. However, this oversight can prove to be a costly error in the long run.

• A new business must compete with established companies. A quality logo is one of the easiest ways to gain credibility and professionalism right from the start.
• New businesses usually need to attract customers away from competitors. A distinctive logo stands out in the consumer’s mind, and is much easier to remember than a name alone.
• A logo adds visual appeal to any document or web site, and increases the impact of your promotional materials.
• Your logo provides the first impression of your company and adds a recognizable image to advertising and products.
• Your logo will be advertising for your company at all times. Everyplace it exists, people will see it, from signage to the bank teller who handles a company check. Your logo and identity are always working for you. Make sure they project what your company wants them to project.
• Surveys have shown that corporate image materials such as letterhead,
  envelopes, and business cards are more important in conveying a company's prestige than how long the company has been in business, the location of their headquarters, charitable activities, or the number of employees. Only a company's annual report conveys more prestige.
  

What should my logo look like?

Logos are as diverse and personal as the clothes you choose to wear. They also communicate in much the same way. Your logo should reflect the way you feel about your company. It should symbolically illustrate the image you want to project. If your company is progressive and bold, your logo should have strong color and shapes to visually express strength and innovation. Likewise, some companies will benefit by an elegant more subtle design.

The creation of effective logos, corporate images, emblems and brand identity trademarks requires an imaginative designer utilizing suggestive imagery through the visual presentation of words, symbols, colors, and shapes.

In designer’s terms, a corporate identity is a defined system of graphic elements that represents your company. In layman's terms, it's how you create your company's "image." The unique look of your logo should be integrated throughout all the elements of your business materials: including business cards, stationery, packaging, signage, sales kits, media advertising, promotions, etc.