Whether we like it or not, we are judged on first appearances and your logo is more often than not, the first impression that a new customer/patient will go on. It provides an instant and easily recognisable identity for your business and it not only communicates who you are, but what you are. With this is mind it is important for every business that uses a logo to appreciate and understand what makes an effective logo.
Its the first thing that your customers will see and use to recognise you. It should catch the viewers eye and hold their attention. If you consider any of the large corporate logos you instantly associate the logo with that company. For example, more people in the world recognise the golden arches of the McDonalds logo than they do the British Flag. Its an effective logo that grabs peoples attention.
Along side creating an impact, a good logo must look good. If it is not appealing to the eye it will not hold peoples attention and defeat the purpose – attracting attention and providing good association and identification.
In any business the logo is used on everything from printed stationery, pens, badges, passes and literature; to clothing, billboards, vehical signage and various media advertisments (print, web, interactive etc.) A good logo must be able to be scaled up and down to fit all of these various uses but still be recognisable, clear and concise. It must also look good in black and white as well as colour for marketing such as newspaper adverts.
No one wants to be associated with negativity, its just not good business practice. So making sure that your logo, and therefore your company, evokes a positive image is of high importance. “Branding” is quite often used as a common marketing principle based on product identification growing out of identifying a product or company with a positive image.
Depending on what your business is, depends on what your logo will contain. People need to associate your services or product and your company with your logo, so an irrelevant or non-descriptive logo could be counterproductive to portraying a professional image and obtaining new business.
The best logos are the most memorable, normally because they have grabbed peoples attention in a positive way. For example, the Apple Computer logo and the Coca-Cola logos are memorable to the point of being iconic.
A logo identifies a business and its services, so you need to change the logo as little as possible over time whilst still ensuring its up-to-date. Companies can spend an aboslute fortune on marketing and “branding”, so to change the logo drastically every 5 years would defeat the point, but slight tweaks so that the changes arent grabbing peoples attention means that the logo will never date.