How a Professional Logo Can Enhance Your Small Business

In a crowded marketplace, make sure your small business is instantly recognisable with an effective and memorable logo

How a Professional Logo Can Enhance Your Small Business

“Logos are a graphic extension of the internal realities of a company.” Saul Bass, branding expert, says it all in this tell-all quote. From the man who created the instantly recognisable American Airlines logo along with many other instantly identifiable brands, it’s worth listening to what he has to say.

A logo has the power to draw your audience towards your brand, just like when you see a face you recognise in the street you’re drawn to approach them, whereas a stranger’s face will have you looking towards the ground. A recognisable logo works in the same fashion. So, how can your business benefit from the know-how and expertise of professional logo designers to adequately express the internal realities of your company?

Do small businesses need logos?

Every business, no matter how small, needs a logo. In fact, a small business typically needs a logo more than an established brand. A great logo speaks to customers and lets them know about your brand even if they’ve had no prior experience with you.

Your brand has the ability to inspire trust, and your logo acts as a representation of your brand. Therefore, a great logo subconsciously lets the audience think you have a great product, ask yourself; would you engage with a brand that had a poorly designed logo? Without the initial enticement of a logo, you may miss the opportunity to show your customers that you really do have great products or services as they will choose to engage with a competitor whose design instils trust faster.

Humans are extremely visual creatures and we respond amazingly to images. We process visuals 60,000 times faster than plain text. If that’s not a reason to invest in a logo design with a great image I don’t know what is. Using a professionally designed image as part of your logo design cements your brand in the mind’s eye of your audience and reinforces the message you’re sending.

A visual identity creates a familiarity with your brand that you can’t afford to miss.

Colour psychology

As we are such visual beings, we cannot miss out the importance of colour when it comes to designing a logo. Professional designers have scores of experience and will be able to advise you on what colours work, and which ones fail time and again. In a study by ColourCom, it was revealed that colour increased brand recognition by up to 80%. So, what are some basics of colour psychology and what colour should you adopt based on the message you want your business to send?

  • Red is passionate, high energy and demands a call to action, a staggering 38% of Forbes most valuable brands of 2015 used red in their logo including Red Bull and Virgin. Is this a coincidence, or does red demand users to engage with these brands?
  • Blue evokes trust and stability, this can be seen through companies who look after our personal information social media brands, finance and technology organisations all adopt this colour.
  • Yellow acts as a stimulant and makes the audience optimistic; what’s more it’s also the most recognisable colour from a distance. Could this be why the IKEA and McDonald’s logos tower high into the air?
  • Green connotes compassion, nature and wildlife, the user feels safe when engaging with this colour. Green can be seen in the Whole Foods logo and is universally understood as the symbol of recycling.
  • Purple is an uncommon colour in logo design, so should perhaps be avoided since its effectiveness is not yet highly measurable. The colour evokes a feeling of luxury and confectionery giants Cadbury are one and the same with their deep purple branding.

Why can’t I design my own logo?

Designing your own logo is a great start, but ensure you receive some assistance from a professional who can tweak your design for business use. The professional outlook of logo design is more systematic than an amateurs approach, the design process involves;

  • research,
  • sketching
  • conceptualising
  • testing
  • final design

A logo designed by the person who owns the brand has an emotional connection to it which can cloud the judgement of the design. You might love purple, but did you know that Kissmetrics show that it can evoke cheapness? A professional designer is removed emotionally from the process and will be able to analyse your key demographics to ensure the optimal design.

An amateur may be tempted to create a flamboyant design, full of all their best ideas, but these over complicated designs are then useless when it comes to being scaled on different platforms. Look to successful giants such as Chanel and Nike, these simplistic designs are recognised instantaneously and thanks to their shape they can be transferred from merchandise to till receipts or even on the sides of buildings.

The aim of your logo is to attract your desired audience to your small business, with hopes that it will one day become large. Your flare and personal taste may confuse your customers and leave them engaging with a rival.

The beginning of a small business is one of the most exciting and daunting times you will face, consulting with professionals during this time can reduce the anxiety and second guessing that comes with the creative process. Expert graphic designers will look at your design objectively and use their years of knowledge to help guide your logo to success.

Melissa Lang is a freelance writer and currently writes for repeat logo  

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