September 28th 2015

LOVE YOUR LOGO! By Laura Reynolds

In our visually saturated world, we all know that an eye-catching logo is one of the most vital aspects of your business branding. Your logo is a visual or graphic representation of your company and is generally the first thing your customers will see or think of when your business comes to mind.  Just like love at first sight, you want your customers coming back for more.

When developing a logo, you want to light the logo love fire and make it memorable for your customers, so it is important to consider the following:

Judging the book by its cover: How will the logo look on your company’s products: is it memorable while still retaining some subtlety?

Making an appearance: How it will appear on your marketing materials and advertising? Will it look as good on your letterhead as it does on a billboard?

Stay solid: How it will tie together your other business collateral: consistency is always key.

 Giving your audience the feels: It is also important to consider what emotions and thoughts are evoked when somebody looks at your logo. Variations of colours, shapes, words and styles all work together to create an emotional response that will translate to how your clients view your business.

How to choose?
Keeping that all in mind, where do we go from here? A good place to start the process is to figure out what type of logo will best suit your company. Here are a few logotypes to try on. Let’s see what fits you best…

A Brand mark, also referred to as a Symbol or icon, uses a literal or representative imagery to portray the brand. In most cases the image is stylized to give visual interest. Most companies will have a simple main logo but may also choose to have an additional alternative version such as a combination mark.


A Word Mark consists of the company name in a stylized type. This may include using a unique and/or manipulated font, pattern or a colour. Some have their own custom fonts i.e:

A Letter Mark logo will use a symbol that represents the company through the use of its initials or the brand's first letter. This will graphically illustrate the company better than using the full name as it is typically too long.  It may also include a small abstract or symbolic element. i.e:

Combination Mark 
A combination mark combines a word mark and a brand mark to give the flexibility for the use of either or both elements across a variety of applications.

Similar to the Combination mark, except the Emblem has a stronger link between the imagery and the words. The Emblem encases the name of the company within the design.



Take the time to give your logotype some serious consideration.  Remember, you are creating a brand that you want a long lasting relationship with. Try to avoid getting sucked into trendy logo fads. As great as they might look this year, it is important to use timeless design elements so they won’t look outdated 5-10 years  from now.

Check out your rival’s branding and other businesses that are similar to yours: what works and what doesn’t? The intention is not to copy them but to find a way to stand out against the competition. Stealing their logo love is not the way to go. Most importantly, think about what sort of message you would like your logo to convey to your target audience: you may only have a brief moment to connect, so make it lasting.


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