When a company makes the decision to create a website, their potential market is greatly expanded, but so is the competition. All of sudden you’re not only competing with the business down the road, you’re also competing around the country, and sometimes the world. Brand recognition is one of your most effective weapons in the battle for customers, and effective logo design is one of the most fundamental elements of brand recognition.

People tend to remember a catchy logo at a much higher rate than nearly any other advertising element. When designing your logo, there are several things to keep in mind to achieve you goals: be unique, be true to your company, consider the psychology of your target market, and, above all, keep it simple!

To accomplish a unique logo design, you should start by getting online and checking out the competition. This will allow you to avoid designing a great logo, only to find out that it is strikingly similar to a competitor’s. Once you have an idea of what is already out there, sit down with your graphic designer, and start brainstorming.

During this phase, your company’s identity and your target market’s psychology should be the main consideration. For instance, if you are a company with a very professional atmosphere, such as a law firm, you may want a logo design with a classic style. If your company is more laid back, you may want to consider something more cartoonish or modern looking.

Aside from general style, your company’s identity can also generate good ideas about logo specifics. A travel agency would find it helpful to use imagery that implies travel, such as a globe, an airplane, or something along those lines. Also, your company name can be used to create an interesting, successful logo. This can be achieved by using your company’s ‘intials’ or sometimes by using the entire name. Another successful method is to come up with an interesting shape that goes along with the image you are attempting to portray (think Nike’s swoosh). Again, be sure to browse the competition to avoid a copycat logo design.
The same principles apply to your target market psychology. If you market to senior citizens, you probably want a logo design that is refined and elegant. If you market to the tech industry, you want something a bit slicker. The key is to consider what your target market wants, and then design a logo that speaks to those desires.

Once you’ve brainstormed some good, solid design ideas, you are ready to begin crafting your new logo. If your brainstorming was productive, you will likely have a long list of wonderful things to include, but be careful not to get carried away. One of the main purposes for your logo is brand recognition, and a simpler logo will stick in people’s heads much more effectively than an overly complicated one. By taking a minimalist approach to your final design, you will end up with a great logo that will look good on the website, business cards, letterhead, and so on. If you get too complicated, you may end up with something that looks wonderful at the top of your website, but becomes garbled when inserted on a business card.

Remember, logo design is a crucial element to your general marketing strategy. Put in the necessary time, effort, and creativity, and you will end up with an effective, memorable logo that will go miles towards developing the positive brand recognition you desire.


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