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LOGO 101

September 4, 2017

LOGO 101


Your logo is the first impression your brand makes on all future customers, so make it a good one!  It is your brand’s identity.  It needs to be engaging, simple and concise.  Remember, you will not always be there to explain your company.   When someone encounters your logo, does it properly express your brand and your mission?  What separates your business from everyone else’s?  No offense but chances are, whatever you are doing has been done and is being done. So, it is up to you to make your company shine amongst your competitors. 


The best thing to do is spend time defining your identity… 

  • Write a mission and vision statement.  Your mission statement should reflect your business’ niche.  A vision statement is a company's road map, it should explain what the company wants to become and the defined direction of the company's growth.

  • What do you want your customers to feel when they think of you?  Write down a few descriptions, moods, emotions and images that represent them.  Concept:  A finance consulting firm want their customers to feel trust, security and safety.  A shield represents that emotion.  Their logo could have a shield incorporated in it. 


The business name is just as important!  Not picking on anyone but naming your company "BLANK by Jimmy" may get the point out but it is not very professional. It seems that the ball is dropped in these early stages because YES, you are a specialist in whatever business you may be starting but you are not a marketing genius or a web designer. So, your company is already starting out on the wrong foot.


If you want to compete with the big boys, your potential customers need to see you as one of them, and guess what? You do not have to break the bank to do it. You just have think outside the box.  


Your name and logo should REACH:

  • Represent your brand

  • Echo your quality services

  • Arouse emotion

  • Create recognizable and memorable brand recollection

  • Have an underlying meaning


This is a big obstacle to deal with... does your logo reflect your companies purpose? Identity? It should not just be a design or a cool name that you love. Always think of the needs of the business. The business you are creating should be thought as a separate entity.


What type of logo do you think will work for your branding?



There are 7 types of logos:






The Abstract Mark - a recognizable image but not something simple like a bird or an apple. It's an abstract geometric design.  Ex: Adidas, Pepsi, Nike swoosh.









The Mascot Logo - usually directed towards kid’s merchandise. Ex: Kool-Aid, KFC, Planter’s Peanuts.  These are fun to create but think ahead working on these cartoonish characters. Take into consideration the cost to have your mascot screen printed or embroidered on a shirt. More colors, more cost.









The Combination Mark - a combo or two different styles. Ex: Burger King has the words BURGER KING, the buns of a burger and a blue swoosh. Doritos Chips has the word Doritos and a lightning bolt shaped triangle.











The Emblem - consists of a font inside a symbol or an icon; think badges, seals and crests. Ex: Starbucks, Harley Davidson








 The Letter Mark - can be used if your business happens to have a long name. Condensing the business name into initials will help simplify your design. Ex: HBO, HP, EA, 3M, ABC









The Pictorial Mark - usually a great option for a business to achieve proper branding of products and services. Ex: The TWITTER bird, The Apple.






The Wordmark - a good decision if you’re a new business and need to get your name out there, just make sure that name is short enough to take advantage of the design. Ex: GOOGLE, FEDEX, COCA COLA



What about the color? 


The color should reflect what you are selling.




Now for my favorite part, the FONT should also be thought through. For example:  a Heavy Metal styled font may not work for a Children's Day Care. It is good to think outside of the box but try to keep the look comparable to the industry you are in.




, there you go! EASY PEASY! RIGHT? Ok, maybe not... hopefully it isn't too much to take in but you now understand the importance of this part of the creation of your logo.













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