The first impression the public has of a company is often carried out by the logo. Whether they see it on the company’s website, business card, passing by an establishment, or on any other document. The quality of a company’s logo often represents the difference between winning or losing a client.
But when we speak of the quality of a logo, that doesn’t mean that it just has to look nice. A professional logo is made up of many other assets, all of which are just as or even more important than its aesthetic.
Then what assets should a professional logo have?
1- Be trustworthy
First impressions are made of assumptions based on little information. It’s important to make an effort in order to control, as best as we can, what that information contains.
A professional design translates as a professional company. And we all know that a professional company is much more likely to inspire trust.
If a logo isn’t well executed, those who see it might think:
“This company doesn’t even know how to make a good logo, how can I trust that they’re capable of doing a good job for me?”
Nowadays, there are plenty of fish in the sea. The key to success comes from (not only, but also) a company’s ability to set itself apart from all the other ones out there offering the same services. Despite the fact that this distinction isn’t reserved only for the visual communication of a company, the truth is that the first instance of contact between the company and the public is most often made in a visual way.
Let’s think about a company as a person. Company A. Picture it walking on the street during rush hour, amongst the crowd – which is made up of other Companies (people). Somewhere closeby there’s a Potential Client looking for services that Company A can provide. But we don’t know who this Potential Client is or where he is so approaching himdirectly isn’t a possibility. He has to be the one to find the company he prefers.
In this case, it would benefit us if our appearance caught Potential Client’s eye (in a good way) and that, at the same time, it gave him some useful information about what we do.
That’s what a logo should do.
3- Resizeable, memorable and meaningful
When discussing memorable logos, which ones come to your mind? A curved M letter? An apple with a bite on its side? These logos are memorable because they can be described in one simple sentence and immediately make us think of the brand behind them. In this case, we all thought of McDonald’s and Apple.
A memorable logo will be able to make potential clients remember our company when they need a product and/or service that we can provide.
Like Saul Bass, the designer responsible for logos such as Konika Minolta’s, used to say, “symbolize and summarize.”
In the end, a logo will always be a visual representation of a company’s identity.
The best thing to do is to pose the question, “How do I want the public to perceive my company?” And then, request the help of professional designers.