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Is a good logo important?

The importance of a well-designed logo

logo

A logo is intended to be the “face” of a company. It displays a company’s unique identity, and through color, fonts and images it provides essential information that allows customers to identify it.
It’s also the company’s major graphical representation and becomes it’s most visible expression within the target market. That’s why, it’s an essential part of any company’s marketing strategy.

 

What makes a great logo?

Simplicity
A simple design allows for easy recognition and makes it memorable. Good logos feature something unique without being overdrawn.
Memorable
A few seconds is all it takes to make a first impression. This is achieved by keeping it simple yet appropriate.
Timeless
It should be timeless. Will it still be effective in 10 years?
Flexibility
It should be able to work across a variety of mediums and applications.
Does it work both in horizontal and vertical formats?
Does it work with only 1 color? Black.
Is it still effective when printed in multiple sizes and materials?
Appropriate
A logo for children’s toys store, should include childish fonts & color scheme. For a law firm, a more strict font and dark colors would be appropriate. This doesn’t mean that a logo needs to show what a business sells or offers as a service. Food logos don’t need to show food. The McDonald’s logo isn’t a burger.

 

Common mistakes for start-up companies

Some start-up companies try to save money by spending as less as possible for the logo design. Due to their limited budget or not understanding it’s importance, they hire a cheap designer. Eventually, they realize that their logo is not helping, because it doesn’t look professional, so they search for another designer. However this time, due to their previous bad experience, they search for an expensive designer and end up paying more than they would have by initially hiring a decent designer. Hiring a cheap designer in the beginning will cost you more in the future. What you pay is what you get.