McDonald’s has the golden arches, Coca-Cola the scripted font, and Apple… a multicolored apple. A logo is probably one of the most important elements of marketing your business. As your business develops, your logo will become synonymous with the quality of service you provide.

Your logo also conveys information to new clientèle. The style and dynamics can speak volumes. Take Coca-Cola’s logo for example. The scripted text not only gives the familiarity of hand-written words, but also provides and indication that the drink is cool and refreshing. The style of the logo makes you want to say “aaahhhhh,” and I’m sure that’s something they were going for.

According to Entrepreneur.com’s Logo Design Basics, there are three main types of logos in the business world:

1. High-Tech Industry Logos
These logos typically have a chiseled and angular look. They attempt to convey “innovation” to the consumer.

2. Service-Oriented Industry Logos
Typically a smooth and rounded look to convey creativity and friendliness.

3. Business to Business Industry Logos
Typically embodies components of both types to convey stability and trustworthiness.

When you design your logo, keep it simple. It needs to be a design that is easy to remember, so don’t include a ton of information. It also needs to be easy to reproduce. A logo with lots of details will not translate well to smaller mediums like business cards.

To get the most out of your logo, first design it in black and white. This will, again, lend to the translation of the logo onto various mediums. Add color later as an embellishment. And be careful what types of color or font you use. Much of the human reaction to color is subliminal and consumers are generally unaware of the persuasive effects of color. Please visit our color theory page for more information on this subject.

Keep in mind that your logo should be the permanent fixture of your business. Once you decide on one and start to use it, it shouldn’t change, unless you know specifically that your logo is the source of stunted growth in your business. Potential clients will, from the first day your use it, associate that logo with your business. Changing it would only cause confusion.

Whether you hire a professional to design your logo or do it yourself, if you follow these simple guidelines, you’re well on your way to designing an effective logo for your business.

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