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A logo is a visual representation of a brand. It tells people the name of a company and creates a visual symbol that represents any given business. Logos have powerful symbolic association connected to people’s memory and business identity. For example, the man with a hat on the KFC logo has become the logo and consumers do not necessarily need to see the KFC to actually recognise the brand.

Why do I need a Logo?

If your logo is poorly designed, people will question how well you are able to deliver your core business products and or services.
What should a good small business logo contain?
Make the text part of your logo super clear and readable

When you’re starting out with your logo, one of the most important characteristics is that the text of your company name is clear and easy to read regardless of the distance.
Identify with it Consistently
Create a brand guide so the fonts and colour patterns are consistently placed along with each other. Prepare a document to cover:

  • Guidance on the different variations of the logo and where they should and shouldn’t be used.
  • Guidance on modifying the logo and what shouldn’t be done to the logo.
  • What should and shouldn’t appear nearby the logo
  • How the logo should appear in all sorts of different scenarios.

Although this level of documentation is overkill for most small business logos, these large brands understand that if brands are inconsistent in the way their logo appears in different situations, this can be damaging to trust. So be really consistent with how your logo is used.

Simple colours – think about the different situations it will be used in

Your logo might appear on screens, business cards, letterheads, pull up banners, vehicles, shop signage, product packaging, newspaper adverts just to name a few. Logos that have gradient colours, lots of fine detail, a lot of different colours or photographic content are much more likely to look quite different in these different situations as many of them use completely different printing technology and it makes it difficult to match the colours exactly. This is why the most powerful brands in the world usually stick to a simple palette of less than 3 main colours. They also use solid colours rather than gradients.

Have something visual/memorable

While it might take you a few decades to become the next Coca-cola, having something memorable about your logo is a good idea. Some businesses do this by using interesting text or modifying part of the text in the logo to not just be a standard font. Other businesses do this by adding some sort of illustrated icon alongside the text part of the logo. One useful aspect of having an icon is that you can use the icon on its own in some situations as well.

For example, the Nike tick can appear with the Nike text or without. While originally the Nike tick would have meant nothing if it didn’t appear alongside the Nike text, over time that visual memory association has developed. If you’re wanting a very sleek, minimalist logo, just using a modern looking font with a pop of accent colour is a good option. (Jeremy)

How do I get a logo?

The best way to get a logo is to have it professionally designed. Next Gen Media can help you design your logo and build brand guides that teach you and every other person who has any remote or direct relationship with your brand how to use your logo consistently.

When choosing a designer:

  • Make sure you view examples of their previous work
  • Have a chat to other small businesses you know who have great looking logos and ask who they used and whether they would recommend the designer.

A logo is a visual and permanent representation of your business and all your goods and services. Don’t take it for granted.

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