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Dennis Field

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Dennis Field

Why having the best logo for your business is so important to the success of your brand.

January 14, 2011

Why having the best logo for your business is so important to the success of your brand.

It is generally in the form of an abstract mark, such as Nike, a representational mark like Target or Apple and a typographical mark like CocaCola. No matter what type of logo you choose, it is very important that it reflects your brand and message as we described in part 1 of the series.

The logo is just a small piece to the puzzle, but it is a crucial piece and should not be taken lightly. A good logo is critical to the success of your brand because it generally is the first thing a potential client, or patient will associate themselves with. If done right, it will create an emotional connection to your brand that in turn will bring a positive connection to your business.

A successful logo should have the following attributes:

Simplicity: A good logo needs to be simple and direct. Say what it needs to say and nothing more. The logo doesn’t need to tell the whole story but just need to engage the audience on who you are and what you do. It is the cover of a book.

Timeless: You want to be sure your investment will be memorable and useful 5-20 years down the road. Now that doesn’t mean you may not refresh your logo in that time, but the core of your logo should remain the same. As you can see here, many top brands have gone through a refresh since they originated, but the core of their logo has never been changed.

Versatile: One of the most important traits of a great logo is how flexible your logo can be. Your logo must be effective anywhere you need it. It must be able to be used in color, black and white, on a billboard, embroidered on a t-shirt and hold up in new media. We say stay away from strong gradients, tons of color and heavy decoration that you may think look flashy and eye catching, but in reality feels cheap and cluttered. When in doubt think K.I.S.S.

Now that you have a better understanding of what makes a good logo, let’s look at some examples of good logos and bad logos.

Great Logos:


Bad Logos:


Want to see more of these bad logos click here.

You will see that the great logos are flexible and adaptive to the changes of a business. And most importantly they are unique to themselves and professional.

Professional is the key, everyday your audience comes in contact with hundreds of brands and logos, and it is really easy for them to determine what companies,restaurants and doctors office’s they can trust based just on a logo. You’ll also want your brand to stand out in a sea of other branding. No matter how good the product or services offered may be, if the logo does not depict the quality of your service you are offering, they will misinterpret or just keep on walking. Remember it only takes 10 seconds to make a first impression. Make it a good one.

Now is the time to look at your logo is it a great logo or a bad logo?

Be sure to subscribe to this blog as we continue to break down each part of your brand in order to help you better understand the importance. We would love to get your feedback and answer any questions you may have, so feel free to add your comments below.