A corporate logo is a graphic symbol that represents your company. But the purpose of a logo goes a lot further than mere symbolism. A logo is the foundation of your company's brand because it is often the primary means by which customers form an image of your company. It is an important promotional tool that sets your company apart and encourages customer loyalty.
A logo is a visual representation of your brand and can transmit subtle symbolism to customers.
The Purpose of a Logo
A corporate logo is a vital marketing tool because it appears on all of your promotional material, from corporate stationery such as letterheads and business cards, to advertisements in newspapers and other media. Depending on the nature of your business, your logo also might appear on the products you sell. It exist to help customers identify your product and brand.
Significance and Meaning in Your Logo
A logo communicates the purpose and values of your business to customers. It might be the first impression people have of your business, so it should encapsulate your business accurately. Furthermore, your logo distinguishes your business from competitors. It is the mark by which your company is recognized in the industry and also by new and existing customers. A professionally designed logo helps foster a sense of trust between your business and customers because the perception exists that a well-designed logo is the mark of a well-run business.
Types of Logos: Raster or Vector
Logos can be designed as raster images or vector graphics. Raster images are produced by digital cameras, scanners or pixel editing programs and might use file formats such as .JPEG or .GIF. Vector images are composed in drawing or illustration programs and are made up of lines, shapes and fills.
Industry experts believe it is best to design your logo as a vector graphic initially because this format is easily modified to suit a variety of purposes, from tiny letterheads to huge billboards. A rasterized version of your logo is better for online purposes, such as your website.
Who to Hire for Graphic Design
Small business owners may find it beneficial to hire a freelance graphic designer to create their logo. Find some local businesses with logos you love, and ask who created it for them. A good graphic designer will be easy to collaborate with to bring your ideas to life so that you can fully enjoy the advantages of logos.
A Head Start in Logo Design
Startups can get a head start by designing a logo that breeds familiarity. It is possible to use design elements such as shape and color to create a false sense of recognition, meaning that customers might feel familiar with your brand even though they haven't seen it before. This is a useful marketing strategy for small businesses with small budgets for promotions.
Consider Registering as a Trademark
If you have an especially unique product, service or logo, you will want to register it with the United States Trademark and Patent Office, which defines a trademark as a way to "protect words, names, symbols, sounds or colors that distinguish goods and services from those manufactured or sold by others and to indicate the source of the goods." It can take nearly a year to get a trademark from start to finish, so you will need to follow the application procedure accurately to prevent additional delays.