What Does Your Logo Say About Your Company?
Few things convey your brand’s identity as quickly as your company logo. Whether it’s something simple, like your name, or something sophisticated, like a complex graphic, your logo speaks for your brand before you even say a word. So what does your logo convey to the masses?
First, let’s consider color.
Blue is associated with dependability, trust and strength. It’s also the most popular color used in logos, probably because it’s generally well-liked by most people.
Yellow conveys optimism, warmth and positivity. It’s the most eye-catching color, so it stands out in a crowd.
Red conveys action and a sense of urgency. It may also be seen as dominant.
Green is often associated with brands that are natural or nature-oriented. It’s also used to convey wealth, sophistication and serenity.
Orange is typically associated with a cheerful, forward-thinking and confident brand.
Brown is used to show tradition, strength, and simplicity.
Purple conveys creativity or uniqueness, a willingness to go against the grain or be different.
Pink is associated with femininity, feelings of playfulness and romanticism.
When choosing a logo, you should take into account how and where it will be seen most often. Will your logo be mainly used on small, printed packaging? A simple logo that translates well to physical mediums like paper and plastic is likely your best bet. If your logo will primarily be seen on a computer screen, you may have more flexibility when it comes to colors and intricate graphic details.
It’s also important to consider your audience. If your brand or product appeals to an older demographic, a traditional serif font in a primary color will resonate well. If you’re marketing to the millennium crowd, a modern font in an offbeat color will be more appealing.
Finally, think about how your logo will translate onto various digital platforms. Twitter, for example, requires you to choose a small, square image for your profile picture. Perhaps you have a full logo that you’ll use for print and advertising purposes, and a smaller, cropped version of your logo you’ll use for social media, like the first let of your company name.
Your logo should function as a small snapshot of your brand. Choose it wisely—and if your current logo is outdated or is not working for you, don’t be afraid to rework it! A great designer can help translate the important elements of your brand into a visual format.
For more branding intel and useful information for business owners, visit the KAUFFs blog.