Why Every Small Business Needs a Great Logo

November 9, 2020

Your logo says a lot about your business. It’s the one symbol that ties everything about your business together: your brand style, values, story, and more. It’s often the first thing that new and potential customers see about your business, which means it can have a lasting effect on their opinion — and future purchases!

A professionally designed logo is the keystone of your entire brand and makes your business easily distinguishable from your competitors to help attract your ideal customer.

Elements of a Great Logo

Take a moment to think about your favorite logo design. What do you like about them? What makes them memorable? Chances are they have one or more of the following characteristics:

  • Balance. This doesn’t mean your logo has to be perfectly symmetrical, but the design should make sense and draw someone’s eye to the most important part of the image without being too busy.
  • Simple or minimalist. Logos with too many words or images can make it difficult for potential customers to remember or recognize. It’s also tricky to ensure that the logo looks consistent when it’s blown up, scaled down, or used on a variety of mediums. Your logo could be a simple typographic design that is the name of your business or a basic image with your name. 
  • Avoid trends. Especially with fonts. While script might be in today, when a blocky font is in 10 years from now, your logo will look outdated. A graphic designer can help you find ways to create something unique, interesting, and timeless.
  • Matches other brand design. Your logo is one piece of your overall brand design, so you’ll want everything to go together by using the same fonts and color palette.

When to Refresh Your Logo

As your brand evolves or pivots, you may need to update your logo. For example, if your target audience changes from luxury to budget or your main offering changes from a product to a service, you might want to refresh your logo to reflect the new direction of your business. 

Or perhaps you jumped on a trend when you first created your logo and now it feels a little outdated. 

Many popular and classic brands have changed slightly over the years to keep up with the times. 

Take a look at how Pepsi has evolved over the years:

Pepsi logo design changes through the years

Apple started out with a very complicated logo. After they transitioned to a simpler image, they have mostly made minor tweaks to the color of the apple, showing that small changes can make a big difference.

Apple logo changes through the years.

Once you have a concept, consider how it looks across all mediums: different sizes, social media, print, website, mobile and desktop, etc. 
Need some support creating a logo or brand that will attract and retain your ideal customers? We would love to help! Start by telling us more about your needs and get a quote here.

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