About Business Logos

Business logos refer to the graphic design, logotype, and colors that are used to establish a company identity. The importance of a solid business logo cannot be overstated. Since it is one of the first impressions a customer receives about a business, it can have a major impact. Strong designs with bold type and color can set the tone for how the company is perceived. Coca-Cola isn't a leader in the soft drink industry for nothing. Their bright red graphic design establishes their power within the soft drink industry. Their well chosen bold, yet creative logotype supports the color choice while also adding a feeling that the company is forward thinking and constantly changing to meet the needs of the consumer. Together, all of the components work to establish the strength and reliability of a business powerhouse.

History

Logos have been used for thousands of years. The concept goes back to ancient Greece. Early logos consisted of a letter or monogram, and/or a symbol that represented a royal house or individual of import. Sometimes called insignias they were used on rings, pendants, and coins. They were used to identify the stationery, scrolls, or legal papers of a particular family or individual. Over time these branded images moved away from personal use and became commonly employed by businesses to represent their most important visual image. This type of "branding" remains crucial in business today.

Significance

People are naturally visual, making them respond well to graphic designs. Logos give consumers a way to make quick decisions about a company. For example, a cartoon logo may give the impression that the business does not take itself seriously or does not care about the image it projects. On the other hand, a carefully crafted logo can help a company establish a positive professional image.

Types

There are different types of logos. Some incorporate the company name, like Coca-Cola. Others use part of the name along with a design, like Pepsi. Still others represent the business even when its name does not accompany the design, like McDonald's. Logos can be playful, creative, professional, staid, and more. The trick lies in identifying how the business wants the consumer to view them and making that happen through logo design.

Misconceptions

Small businesses often assume they need not concern themselves with business image because they cannot compete with big business. They give little or no thought to a business logo, allowing a printer to make choices for them. While that gives them a quick graphic image, no thought or care was put into it. That means that it may miss the target with regard to business needs. The design chosen could be contradictory to the desired image. This can confuse customers or even turn them off altogether.

Benefits

A well-designed business logo sets a positive tone for the business. Good logos not only draw customers into the business, but they also imprint a long-lasting impression into the mind of the consumer. Logos become a quick way to identify a business, even when the company name is not attached to it. As such, it becomes an invaluable tool in both marketing and advertising.

Warning

Choosing a business logo should never be done lightly. The negative impact of a poor logo design can take years to repair. In the meantime, the company may face significant problems because of those choices. Logo designs should be able to withstand the test of time. While big companies with a huge customer base may be able to afford the luxury of changing logos, that is not the case with most businesses. Changing logos can confuse consumers and make them uncertain about the status of the company.