The value of a logo

Of all your brand and marketing collateral, your logo is the most valuable and the most important thing to get right. In most cases, if you don’t have a logo – you don’t have a business.

It is often your logo that gets seen first; in advertisements, on your business card, on signage, on brochures. Your logo is how your target market visually identifies you and differentiates you from your competitors. Your logo is often how your target market decides whether they want to use your services or buy your products. Your logo could be considered the ‘face’ of your business. If you already have a logo, is it a face you are proud of?

Does your logo effectively represent your products or services?

As with all your brand and marketing material, your logo needs to fit with your target market and your products or services. It also needs to stand out from your competitors logos so your target market know you are ‘you’, be professional and well designed so your target market know you are a trusted and serious business operator and be consistently applied across all your brand and marketing material.

The importance of applying your logo consistently across your brand and marketing material

If you already have a brand in place, here is another opportunity for you to objectively review your brand. Take a look at all the reproductions of your logo around your business and on your marketing material. You may be surprised at how things have ‘slipped’. The logo on the side of your building may have somehow acquired a bright read line under it, the logo on your business card may have mysteriously developed a black outline around it or a slightly different font – these things all matter, no matter how subtle or ‘unimportant’ they seem. Your logo must be applied consistently across all your marketing material.

Think of your logo as a stamp. Once it has been designed it should be, in most cases, applied EXACTLY the same in all instances. Often two or three different versions of a logo is created, perhaps one that suits vertical applications, one that suits horizontal applications and perhaps a logo that is perfect for very small reproduction.