Your logo needs to resonate with your target audience and create an atmosphere of trust around your business, products and services. If you already have a visual identity that you feel is not a good representation of your brand, you may not need a complete logo redesign. By keeping the strongest elements of your existing logo and modifying the others, you can retain continuity while modernising and strengthening your logo.
1. Business Name
Choosing the right business name can have widespread implications for all of your marketing material. Firstly, you want to ensure the business name is not similar to key competitors in your industry. If you are considering investing in a trademark or IP protection for your visual identity, ensure you pick a name that is not too general for your industry or a variation of which has already been trademarked by another company.
Check that the appropriate domain names and social media handles are available. The last thing you want is somebody typing in your business name in a search and getting a competitor instead.
The length of your business name is also important. Will it be easy to say? Will it be quick and easy for people to type?
These considerations apply not only to the business name, but also when naming a product, considering a branded event name or creating a new arm of a company.
2. Values and target audience
What do you want your business to be known for? You may want to be seen as approachable and friendly. You may be offering a premium product and want to be seen as being professional, trustworthy and exclusive. You also need to consider your target audience and what will appeal to them. Your logo needs to reflect your business values and appeal to your target audience.
Colours are a powerful component that influence brand loyalty and recall. While colour associations can differ between different cultures and over time it important to select a colour that reflects your business values and will resonate with your customers and stakeholders.
Typography is another crucial component to evoking particular emotions in your clients and customers. Different font choices can make a brand seem more fun, or more authoritative. The right font choice will help to communicate the right message to your target audience.
5. Legibility and context
Trying to cram too many concepts in your logo may make it too busy, or confusing. The business name should be legible and the logo elements need to be memorable. Consider how your logo will be used, it may be on vans or large signs, down to small business cards. An effective logo design will work across all different sizes and mediums.
It may also be worth considering not just the logo but your whole visual identity. A visual identity guide may be a greater initial investment but will save money long term and ensure consistency across all your marketing material. A visual identity guide will specify brand colours, fonts, imagery, graphical images and can also detail key messaging to be used across marketing material.
An effective logo is the foundation of your business’s visual identity. It is the silent ambassador of your business.
Need help with your brand or logo? Contact Beyond the Hedge on firstname.lastname@example.org or on 1300 823 191.