“A brand for a company is like a reputation for a person.”
The Big Deal of Branding
Branding is not a single component. It is a story… the tale of your offerings and relationships, your culture and values. In this new world of price-matching, customers are still willing to pay for the consumer experience. Your branding tells them what you have to offer and why they should come through your front door.
Marked for Success – Logos
Take everything your business represents, condense it into a single element that instantly speaks to the subconscious… and poof… you have a logo. However, if you don’t have a magic logo wand, you’ll need to put some effort into producing this single most visible mark of identity.
Principles of Portrayal
Every element of a logo design sends a message. What does your current logo say about you? Here are some factors to consider:
Color is powerfully tied to emotion. Envision yellow, and words like happy and friendly likely come to mind, whereas blue may evoke serenity and reliability. Green elicits growth and prosperity; red shows strength and passion.
Font choice characterizes many qualities. Serif fonts (with decorative lines on the ends) are serious and traditional. Sans Serif fonts are modern and clean. Script is elegant and creative.
Logo shape reflects many traits. Straight lines and angles show stability and balance, while circles and curves suggest unity and youthfulness. Swoops depict movement and progression, just as geometric shapes demonstrate organization and structure.
Recognizability and memorability are achieved by setting yourself apart with a truly unique and notable look.
Visibility is important when using your logo on everything from business cards to billboards. It should be perceptible in any size.
Adaptability comes from keeping your logo clean and simple. Can it be reduced to a single color (i.e. entirely filled with black) if needed? Will it work well on shirts or hats? Websites? Both light and dark colored backgrounds? Remember, less is more.
Timelessness and universality will save you from future headaches. While logos can be refined over time, trendiness can be a hassle. Also, ensuring your logo lends itself to universal perception will allow you to widen your marketing reach.
Your logo is the anchor of your brand and it is vital that it correctly tells your story. Therefore, it’s worth doing right. In support of our customers’ success, Paladin proudly offers a new business tool to polish your branding, including custom logo design. Call 800.725.2346 to find out more about Paladin BizBrand™.
By Leticia Stryker