Company logo or as it called “trademark” is a visual representation of enterprise, its symbol. It can be either a word, word combination or an abbreviation with letters arranged in a peculiar manner, or an image of what the firm specializes on (or produces). It can also be an abstract picture that is not connected with the company in a direct, evident way.
Necessity of trademarks - on one hand, company logo seems to be not a very important part of enterprise’s image: owner might just think that it is an addition that does not play any role. But, actually, logotype is of much importance as it crates the first impression of all customers. A good picture makes people see the best features of company: credibility, safety, professionalism and high quality of services. Logo bears a certain message and, if properly designed, it is “read” by auditory in a right way.
If you ask a marketing specialist, what are the advantages of a good company logo, he will enlist the following:
- It differentiates firm from competitors;
- It has some meaning, reflects values, advantages, specific features of company;
- It is a special form of company slogan;
- Enterprise is memorized easier: customer may forget its name, but the icon will be kept in his mind.
Thus, trademark is not just an image, it is a symbol where strong points of company are concentrated.
Learn to create trademark image
The ways of designing a company logo are different. Choice depends on financial situation and abilities of company owner.
The criteria of an effective logo
- The easiest and most reliable way is to hire a designer to work out a high-quality logo. When searching for a specialist, pay attention not only to his portfolio and experience, but to how he knows the sphere of enterprise and the firm itself. Do not try to cut down expenses on this type of service – a low-qualified designer is unlikely to create an effective image.
- If you cannot afford help of a designer, draw a picture yourself. All you need is a computer and a vector editor: images created in this type of programs do not lose their quality if their size is changed. When you draw, remember what strong points of firm you want to reflect, take care about accuracy, simplicity and color combination – all of it plays crucial role.
- The easiest way is to create a company logo online. There are some sites that allow getting a desirable picture following several steps. From one point of view, it is a way out for those who do not have experience of working in special programs. From another – the number of tools and abilities on such websites is restricted. This method is good for beginners.
How to understand that trademark is effective and is properly made? Just analyze the examples of popular logotypes.
First of all, the majority of well-known logos are unsophisticated, what makes them easy to memorize: Skype, eBay, Lego, FedEx, Oreo are the cases when a word written in some special type becomes easy to remember.
Secondly, simple pictures become icons of enterprises: Apple, Shell, ICQ, Playboy, Android. All these images are connected with companies’ names or specializations by meaning.
Another feature of a high-quality logo is that it does not need to be replaced or changed during several years. These company logos exist for a really long time, and customers do not want them to be modified, bearing in mind strong connection of image with enterprise.
The secret of a good company logo is the idea reflected in a simple, but expressive manner. Even a small picture mat say a lot about firm and help customers to identify its strong points and advantages.
Nowadays professional and creative logo creators are crucial for your business. We all including your existing and future clients are surrounded by images and pictures and your logo must be outstanding to bring you profit. You do not need simply a fancy picture, your logo must stand out, be memorable, unique and send your message to your audience.
When you start to implement your marketing development plan you realize that you need a good logo creator to help you to promote your company in the best way. There are many individual freelancers and graphic studios and you can be confused by this vast choice. We will try to help you to find the perfect logo creator for you.
One of the oldest ways to find a specialist is by word-of-mouth. Socialize and ask your business partners and friends for someone they would recommend as an awesome logo creator. You can ask someone you really trust or have a look at companies that have the design you like (but do not want to copy, of course) and find out who created their images.
Moreover, you can broaden your search using websites where professional logo designers post their portfolio. This websites allow you to reach the specialist directly, view some works of the author, schedule a meeting and compare prices. Sometimes it happens that owners of the startups lack information about the services and costs in the market. Also resources of this type contain enough references which you can read thoroughly to take the right decision.
When you communicate with one or several logo creator, ask candidates to specify which role they took in the project. And ask more questions for some details. In case you were shown a fake portfolio, it will be easy to understand if you ask additional questions specifying the work presented.
Correlate your expectations and budget to experience and professional skills of the chosen logo creator. Beginners might be good to create a nice booklet for little money and you do not have to hire a top freelancer to perform this simple job. But in case you plan to create the whole visual strategy of your business, be ready to invest as beginners are not able to perform such a demanding task.
And a little bit more about your spending. The chances that your find a brilliant logo creator for ridiculous price are miserable. If you try to search for a professional skilled specialist among those who work for small costs as they do not have references and experience yet, you can waste your time and money.
If you are a businessman you have to compose a dream team that will help you to develop your company in the way which brings you profit. There is no matter, if you are an experienced entrepreneur or an ambitious startuper, you need at least a good designer for your website and logo maker to make your brand identified.
Probably, you have already noticed, how many people provide this sort of service creating images for businesses. And there are so many things to be concerned when you choose the right person to cooperate: portfolio, quality, references, skills, experience and price, of course. We prepared some tips which will help you to cooperate with your chosen logo maker to get the best result.
- Compare prices
Before you start to negotiate the price for the project you want to order, have a look at the market prices. You can do it using several professional website where logo makers post their portfolios and salary expectations. Correlate the price to the project you need. Ask several people how they estimate the job you offer and you will receive a real cost of your project.
If you are precise and specific in description of your task, the logo maker is able to give you the product you want to receive. Creativity point is about the freelancer, but you should identify, what you expect to see, what are your wishes and requirements. The more you communicate, the better the result will be. The logo maker will be definitely happy to receive as much information from you as possible.
- Your message
You have to understand what you want to transfer via your future logo. Are you ordering a nice image or something else? What is your message? Who are you addressing it? What reaction do you need. In order to receive a really powerful logo, you have to ask to these questions yourself first. Then describe values, targets and message of your business to the logo maker to get the image which will make your company successful and profitable.
- Define the project
Explain the logo creator in details what your project is about. Are you creating an image for printable material? Magazine? Some hand out? Or it will be used for your website? And will you put it on your products? You should understand your policy and plans first so that the specialist will be able to create the image you will use exactly for your business purposes.
Remember that great communication with logo makers will bring you a great logo for your business.
It is evident why logo designers are highly demanded specialists nowadays. You, guys, create everything connected to the brand like the power of the very first impression. You influence the process how the company will be memorized and perceived by audience. The main job is not simply create an attractive image which will be nice and trendy. Logo designers are responsible for income as the better the logo is, the more popular the company becomes and the more people buy its products.
If you are on your way to a sparkling career of a genius logo designer, you might be interested in the basic rules and tips for specialists in this field. Well, you have perfect drawing skills (or you don't, what is absolutely ok) and you are ready to create something unique. Here are some tips for logo designers which will be definitely useful and worth your attention.
- Keep your unique track
The image you create must stand out from the logos belonging to the competitors of the company. Imitation is not the best choice in this situation. Today the problem of plagiarism is really huge as far as you post something online, you have no guarantee that your product will not be copied. Develop your creativity and implement the craziest ideas to win this race.
- Study the brand
Logo designers should have some knowledge in marketing as you introduce the brand to the audience. And the whole marketing strategy of the company is connected to your work. You send the message to a specific target group, you shape the style of the business. It is great to collect enough information about the brand, conduct a survey among the potential customers, note all the emotions and images connected to it before you start to draw the logo.
- World of colors
Colors are basic for logo designers and you probably know how each color influence our behavior. Which color to use in the food industry? Which is the best to affect ladies? And which is more appropriate to persuade hardworking managers to buy something extremely expensive? Your message have to be correct and appropriate both in form and color.
Every logo designer wants his image to be fascinating and remarkable. But keep it as simple as possible not to make people analyze the logo and think what it is about. As they simply don't have enough time as they are not in art gallery. Moreover, your logo should look perfect with different backgrounds in various media as it will be posted and printed via different resources.
Business Logo Design
To be distinguished and memorized by auditory, every company needs its own logo. It creates first impression and serves as one of crucial aspects when people first see the firm. A well-designed picture can help customers to identify the specialization of organization and its status. What is a logo? A logo or trademark in its essence is a visual representation of the company. It may reflect enterprise’s services, main values and peculiar features. It is a picture that symbolizes key advantages, for instance, credibility, reliability, accurateness, effectiveness, etc. Thus, business logo design is needed to create an identity piece that will help to establish right attitude to the company and gain loyalty of customers. If a firm has a good logo, people trust it more and view its staff as professionals.
What types of trademarks exist?
As a rule, business logo design includes creation of three types of trademarks:
- Font-based pictures (these are called logotypes). Basically, they consist of company’s name printed in special type (bold, italics) or abbreviations with the letters placed in some interesting way. Sometimes visual elements are added, but the logo stays simple. In this case the main task of designer is to arrange words or letters in a way that is readable, simply memorized and distinctive. Good examples are logos of IBM, BBC, Coca-Cola and Nokia.
- The second type is an illustration of what the enterprise does or specializes on. For instance, WWF (World Wildlife Fund) has an image of panda as its main goal is protection of rare fauna. And WhatsApp application (service for chats and calls) is depicted as an icon of a telephone receiver. The advantage of such types of logos is that they represent directly firm’s specialization and serve for a quick identification.
- The third type of logos is abstract. In this case, business logo design can be effective, if the picture is not very complicated and can be easily kept in mind. For example, Nike’s Swoosh or Citroen are just lines that are not connected with what the firms stand for. But as the companies become popular, their trademarks are memorized and easily reproduced.
How to get a logo?
If you really want to have an effective logo that will last for years and grab customers’ attention, the best solution is to hire a professional designer. Yes, a decent specialist may charge a high price for the services, but it is worth. A creative and high-quality logo will attract auditory, differentiate the company from rivals and establish the right attitude to your firm. Do not try to save much money – effective business logo design is relatively expensive, but it helps to avoid problems concerning time and quality of work.
But if you feel quite confident and are sure that there is nobody who knows the company better, there is some sense in making logo yourself. How to do it?
First, you need to install a program in which you will draw your logo. Adobe Photoshop or CorelDraw will do, but business logo design is better to be performed in vector editors rather than raster ones (thus the image won’t lose its quality). While you create trademark, keep in mind the following questions: What advantages and key features I want to represent? Who are the target audience? Is it connected with company’s title? Will it be equally good if printed in black and white? Watch the colors: logo should not be too bright (two-three shades are okay). Moreover, each color has its own meaning, too. Business logo design is a crucial part in creation of company image. Logo is the first thing that differentiates one enterprise from another and is the symbol of its main features.