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Your company’s logo is arguably one of the most important elements of your business. It’s on everything, from billboards to letterheads; your logo represents your company in its entirety. It is the centerpiece for all of your design work and the face of your company.

Through correct logo usage, you can increase brand retention so that your customers are able to recognize your business in a split-second glance. Several companies that have perfected their logo usage are Nike, Target, and Twitter. While reading those names, you may have even pictured the checkmark, bullseye, and little bird. Before deciding on these simple yet successful logos, these companies put extensive thought and research into their decision.

So if you’re starting a new business or rebranding a current one, you need to ask yourself these five questions before starting on a logo design:

Who is your target market?

All companies have a target audience who are drawn to their products or services, and they fall within a certain age demographic. In order to advertise successfully to the target age group, you must consider the graphical approach and color palette of your logo. For example, “Toys R Us” has bubbly, colorful letters that attract kids to the store. Or, consider “60 Minutes” logo: a stopwatch. Its simple stopwatch and red letters suggest that the content is serious and for adults.

What would you like to communicate through your logo?

A logo’s purpose goes beyond appearance. Your logo will give your viewers a feel for your company. For instance, is your company youthful, fun, and energetic? Or, is your company serious, scholarly, and deep? In both instances, your logo should portray the essence of your company. What your logo communicates to the viewer will help them associate the attributes of your company with your products and services.

What characteristics should your logo have?

Another way to communicate to your viewer what your company represents is to characterize your logo. For example, a law firm’s logo should look more serious than playful and secure rather than adventurous. The characteristics of your logo will help cement what you are communicating to your customers.

What style logo are you most drawn toward?

One of the most exciting parts of creating a logo is choosing the style. The different style choices provide countless options from which you can choose. Each style uses a different approach to communicate the associated company. Consider the following styles:

  • Abstract: Uses abstract shapes and symbols – example: Sprint.
  • Characterization: A mascot represents the brand – example: Geico.
  • Emblem: Uses the company name along with a pictorial element – example: Starbucks.
  • Letters: Uses one to two letters – example: Calvin Klein.
  • Picture: Uses literal or representative imagery – example: Apple.
  • Wordmark: Company name is the primary focus – example: Prada.

There isn’t a right or wrong choice concerning a style. Choose the style that you believe will best represent your company.

Who will you involve in the process?

An exciting part of the logo-creation process is involving people from all elements of your company. You can tap into what your customers want by hosting a local focus group, discover your colleagues’ ideas through a survey, or discuss logo options with your board of directors. Most importantly, we suggest involving a marketing team full of talented people who can make this process hassle-free. You will receive a professional logo that encompasses everything you envisioned and more.

The M&R Marketing Group team would love to create this logo for your company. We will work together to bring your vision to life. Are you ready to get started? Give us a call at 478-621-4491. We look forward to working with you!