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A logo is not just something you should throw together in 30 minutes, after all – it represents your business’s brand.

Wikipedia’s definition says "A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or word mark)."

If you have an iPhone or Android based device you may have come across the plethora of logo quiz’s.  For those who aren't familiar with it the goal is to correctly identify the company from their logo or part of their logo through various levels of difficulty.

Can you tell what it is yet?

Some key points to consider with logo’s are that they should be memorable, work well without colour and be scalable.  Moreover they should communicate your style of business.

Let take the infamous Google logo – it comes in many guises as you’ll have noticed there is often a Google doodle dominating our search screen.  The name Google is an adaptation of the word googol which is a number beginning with 1 followed by 100 zeros (a very big number).  The original goal was to have that many websites in their search engine.  The logo itself is memorable, works extremely well without colour, is scalable and the simplicity of the font defines somewhat the company's business strategy as too does the original meaning of googol.

How many logo’s do you pass on the way to work in the morning and how many of them achieve as many design aspects as the popular brands?  How many design aspects does your logo meet?

Me and my shadow

Your logo represents your company and your image. It follows you everywhere just like your shadow!

Without an already strong brand awareness unfortunately the harsh truth is that recipients of your marketing material just aren't interested in who you are (yet), they are just trying to decide if they want your product or service.  Too many designs I see have logo’s front and center – this takes up valuable real estate which can be better used to deliver your message.  Let’s illustrate this further, if you received a fax with this  at the top, you would instantly know and associate it, whereas lets take the same principle with this logo  I guess your first question is what is this?

In summary then, unless you have already developed a rock solid brand awareness you should put your logo at the bottom of the design along with your contact details.  

The logo should still be big and bold as you do need to build brand awareness, but just don’t take up much needed space at the top.

Try it out with a test and measure approach!


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