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How to Decide On a Company Logo

Coca-Cola
CC Image courtesy of DigaoSPBR via Flickr

Logos can be important things. It’s how we recognize companies like Starbucks and Coca-Cola (easily one of the most recognized logos in the world). It’s also how you know instantly when your competitor has sent out a newsletter or set up display booths next to yours (not on your competitor’s newsletter list? Sign up!). But if you don’t have a logo, you can feel really left out, and not having a logo at trade show display booths might not be the best idea.

That said, it doesn’t pay to create a log in ten minutes just to have something to put on your trade show exhibit signs and walls. Thought should go into your logo design. A lot of thought. So much thought that your designer will want to avoid taking your calls! So, where do you begin? Here are some of our best logo design tips.

Wordmarked Logos

1. Wordmarks work well: just look at Coca-Cola, McDonald’s, eBay, Google, FedEx, Disney – the list goes on and on.

2. A wordmark logo should clearly include the name of your company in addition to a few other elements including a highly targeted design (see below for more details).

3. Wordmarks must be memorable, so don’t just copy what the latest startup is doing.

Symbol Logos

1. Apple is the company that comes to mind when I think of a symbol logo that really stands out. Even though Apple has changed logos once or twice, it’s still a highly recognizable logo.

2. Symbols are harder to pull off: just because it worked for Apple doesn’t mean it will work for you. People tend to familiarize with wordmarks better because those logos spell everything out, literally.

3. Simple is best when it comes to symbols – just look at Mercedes or BMW. The human mind tends to recall simple symbols relatively well while more complex logos are harder to remember.

Letter Marks

1. If your company can be identified by a few letters, a lettermark logo may work for you.

2. HP, GE, Chanel, and various other companies rely on letter marks for logos, and they work relatively well.

A Mix of Styles

1. If you really want to drive the point home, consider logos that mix symbols or letter marks with wordmarks. This way, if people don’t remember your symbol, they may remember your lettermark – you can even test out various logos in this manner.

2. Adidas is one company that comes to mind when considering companies that mesh logo types well.

Remember Your Market

You don’t have to be traditional by any stretch of the imagination, but you do need to keep your market in mind. For example: if you run a financial firm that targets teenagers, your logo should be younger. Logos that are out of the ordinary do work really well, but you do also have to think about your market. What do the people you are targeting want to see? Are they looking for some serious logos that identify a serious company, or are they searching for something that’s more youthful or colorful? As with every other aspect of your business, you should begin logo design with your market in mind. Once that’s out of the way, work with a skilled design team to create a custom display logo that stands out, speaks to your audience, and works for your company.

It’s possible that your logo might change over time – some of the biggest companies in the world have gone through more than one logo change! But, you can’t go wrong if you are always keeping your target market in mind, and you work with a team that understands logo design. Call us today to create a custom display that stands out, and display booths with killer designs.

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