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What makes a great logo?

hand of artist sketch conceptual drawings

Whatever size and type of business you’re running, a logo is one of the basic essentials. If you don’t have a logo you’re going to find it difficult to present yourself professionally and get taken seriously.

Your logo adds credibility to your business, and makes you quickly and easily recognisable. While logos can be as simple or as complex as you like, it’s well worth spending some time and probably some money to get a really great logo designed. It can be tempting to use a cheap logo provider or choose a generic logo template, but if your logo doesn’t stand out or express your core message effectively, it won’t work in your favour.

While the best logos aren’t necessary the most expensive, they are well thought through and share a number of common characteristics that make them effective as a marketing tool. There are two main features that every good logo has:

1. It represents your core brand message and values

If your logo is just a pretty picture and doesn’t relate to what you do or how you do it, it may look nice but it will be relatively meaningless. The most effective logos communicate a strong message that your target audience can really connect with. This is usually achieved through the use of colour, the choice of typeface and the design elements of the logo.

2. It’s unique and distinctive

Too many businesses think they can get away with generic logos but if your logo fades into the background or it’s completely unmemorable, chances are your business will go the same way. A distinctive logo is a great way to stand out from the competition and help your prospective customers remember you – use it to your best advantage!

While it’s important to get a logo that meets the above criteria, it’s also essential that you think it’s great. Even if your logo ticks all the design boxes, if you aren’t raving about it, you’re going to have trouble getting behind it convincingly. You should be your business’ strongest fan and this means finding a logo that you absolutely love.

You don’t have to spend a fortune on your logo design, but you do need to make sure it is distinctive and represents your business on a deeper level. If it’s too obscure or people can’t see the connection between your logo and what your business does as a whole you’re going to struggle to engage them and grow your business.

A great logo is the foundation of marketing success for any business. Take some time to get it right and the rest of your marketing will be so much easier.

About the author:

Jo Macdermott is the Chief Marketing Consultant at Next Marketing in Melbourne. She has 15 years of marketing experience, is a Certified Practising Marketer and is a sought after marketing media commentator. Jo specialises in working with small and medium businesses. Follow her on Twitter here.