The Importance of Your Logo

This is a continuation of the article published in 422 Business Advisor, February 2019. If you found this page for the first time, read on. If you are joining us from reading the article in the 422 Business Advisor. Click Here to advance to learn more about fonts. 

When creating a logo specifically for your business, it is very important that you brand your logo to be able to stand alone and reflect the mission and vision of your business. If you haven’t worked on the mission and vision of your company that needs to be worked on first. Once you have the mission and vision then it’s a matter of visualizing what your it should represent, because a logo does it speaks for you when there aren’t any words to tell them about your business.

With that said, let’s get started.
What are the things you need to consider?

Does your logo need to be a certain color? For a logo for finance we think of green. Maybe your business’ product has a color like coffee cafes. What do you typically think the color would be for that business? If you said brown, you are very right. What if your product has many colors? Maybe using black is the neutral color you want to use. What is it about colors? Some colors are powerful like red and blue. These two colors are opposites on the color palette. The interesting thing able red is that it can go from being a strong color and dilute it with white and you have a soft feminine color and become a pink. The same thing can happen to blue. It can be a navy blue and then become baby blue when adding white.

When thinking of colors on your logo you need to keep in mind the end result. Have a multitude of colors will become a very expensive project when embroidered. Too many colors can also be distracting to the mission of the logo, which is to visually speak for you.

Keep it simple…

Look at the logos of some of the most successful businesses: Apple Computers, a simple black Apple; Amazon, with it’s A and an arrow in the shape of a smile; and Walmart is a simple yellow sunburst. Sometimes using initials of your business can become the logo. This is especially true about businesses where the product is a service. One of my favorite success trainers, is Darren Hardy. His logo is nothing more than a circle with a D where the Vertical | is doubled with a line in the center to create a very suggestive H. On black it is used as a reverse and on white a black. No color is used at all.

So, what have we learned so far?

  1. Your logo needs to reflect the mission and vision of your company.
  2. Your logo needs to stand alone and speak for your business.
  3. Your type of business and product may dictate to you what color you will use for the logo.
  4. Keep it simple.
  5. Learn from the most successful businesses by studying their logos.
  6. Logos for product based businesses may have a totally different logo style from those that are service businesses.


The use of fonts.

There are thousands of fonts to use but only two styles. Serif and San Serif. So what are these? Serif types have, what I call, handles to finish the letters. San Serif do not. When we think of traditional fonts to represent these two styles we think of Times to represent Serif type and Helvetica and Arial to represent San Serif.

Ok, ok, there’s one more style that I didn’t mention and that is script. Yes, script lives in a world of its own and has its place for certain uses. I don’t recommend it to compliment your logo unless it is an easy script type to read and if your business merits the use of script. Enough said about script.

So how do you choose a font? The graphic will help you to determine what font to use. Say you are creating a logo to look something like this.

What type of font would you use?

Serif or San Serif? If you said san serif you are correct. Why?

Because the logo is very clean and streamlined. A san serif type would compliment this logo.

How about the weight of the font? Should it be bold? italics? I’ll leave that decision up to you.

Here’s a logo that would look great with serif type and even a script type

as well. It would all depend on the type of business this logo would be used for.  If a greenhouse, I could see a bold serif type. If a beauty salon, I would make it a script type and pick up on the curls in the graphic.

Leave the logo speak to you and guide you through the decision making process for the font. Sometimes the simplest font is best.

Want to know more about color?