Your business logo is one of the most important assets to your business. It is the very first thing a customer sees and the last thing they remember. Logos help to shape the whole identity of your business.
It is imperative to have a briefing with your designers to communicate what it is you are looking for in designing your new logo. The briefing allows you to outline the scope of the project – the message your business is trying to evoke with your logo, how you want your business to be perceived, what colours best represent your business, will it be easy to recognise etc?
This is the stage of the design process that will save your business time and money. The briefing acts as a blueprint for designers to refer to when creating the right logo for your business – it allows them to have a clear vision of what you expect from them.
Consider the limitations of reproductions
How will the logo be used in future marketing initiatives? Will it be printed on business stationery, pens, used for online marketing collateral, printed on company cars or embroidered on company uniforms? If you want your logo to be replicated with ease onto any surface, a simple design is best.
The use of colour in marketing is a powerful psychological tool which sends a specific message to your audience. While visual appeal is important, it is a good idea to consider how colour can represent and enhance the appearance of your business and influence the behaviour of potential buyers. Colour is the first thing registered by a person who views your business logo.
Interestingly, the effects of colour differ among different cultures, so keep that in mind when appealing to an international market. For example, white is the colour of death in Chinese culture, but represents the opposite in Australia; while yellow conveys sadness in Greece, jealousy in France but happiness in Australia. Make sure you consider your target market’s attitudes and preferences and what colours will be the most appealing. Think mysterious blacks to create intrigue for your company, trustworthy blues and calming greens for elderly people and bright colours for children.
Protecting your Intellectual Property
Intellectual property (IP) represents the property of your mind or intellect. It can be an invention, trade mark, logo, original design or the practical application of a good idea. In business terms, this means your proprietary knowledge – a key component of success in business today. IP is often what helps consumers to recognise your business; recently some businesses have even gone so far as to successfully trademark certain colours as their own intellectual property for a particular product category.
For assistance in creating and designing the right logo for your business or for any other marketing advice please contact the Marketing experts from Clarity Marketing on 1300 060 204 or submit an online enquiry today.